ExCeL London is an exhibitions and international convention centre in central London. It is located on a 100-acre site in London Docklands, between Canary Wharf and London City Airport. The ExCeL is one of the UK’s most flexible event space and the home to London’s only International Convention Centre ICC London. During 2012, the centre played a major role in the London 2012 Olympic Games, as the host for 7 Olympic and 6 Paralympic events – it was the only venue to be staging events on every single day of the Games.
Russell Partnership Collection was commissioned to develop a food strategy for London ExCeL with the objectives of growing food revenue, improving quality and linking food into the overall ExCeL marketing strategy. The project involved working closely with the ExCeL team, concessionaires and caterers to understand the landscape and challenges associated with the site.
The outcome was twofold. Firstly, the delivery of the food and beverage strategy, identifying key food trends, challenges within the business and a plan to develop the food to grow revenue and simplify delivery. Secondly, Russell Partnership Collection advised and supported ExCeL through a tendering period for all catering delivery that would subsequently deliver the food and beverage strategy. The outcome was a partnership with Compass group, a £30m future investment in catering and a true partnership between caterer and venue.