ICC Birmingham

ICC Starbucks store reopens after extensive renovation

Now serving 50% more customers with new store design and expert baristas

The Starbucks store based in the Mall at the International Convention Centre (ICC) in Birmingham has undergone an extensive refurbishment, led by in-house caterer Amadeus.

The store reopened on Tuesday 7th February, increasing customer seating from 79 to 137 covers and an additional coffee bar has increased serving capacity by 50%. Extra refrigeration has also been installed to guarantee food availability during peak times.

The new store design includes improved working areas for visiting delegates and an area to accommodate larger group meetings and support a number of local community clubs that meet at the ICC regularly. To further improve customer service at the store, table service will also be available with customers paying by mobile point of sale (EPOS), so that they never have to leave their seat.

Food and Beverage Director of Amadeus Marc Frankl said, “This ICC store is very popular and we have seen increasing numbers of customers visiting since we opened over five years ago. The expansion of the store means we can allow this growth to continue, whilst also improving our customers’ experience. The additional coffee bar allows us to increase speed of sale, doubling the amount of customers served during busy conference periods.”

Amongst many new features of the store, some of the barista team have participated in Starbucks Coffee Master Training – recognisable by their Coffee Master black apron. These expert baristas are able to share their coffee knowledge, passion and skills through pouring demonstrations and coffee tasting for clients, delegates and coffee enthusiasts alike.

Marc added, “We hope the introduction of our Coffee Masters as well as the extensive food offer will make this store a destination for visitors beyond those attending conferences at the ICC.”

Amadeus continues to develop the food and beverage offering available at the ICC to cope with the growing number of delegates and visitors’ year on year.

Kathryn James, Managing Director of the NEC Group Conventions and Exhibitions, said, “We are delighted with the result of the new look Starbucks store. This is just one of many fantastic developments taking place here as part of the ICC’s £14m investment programme. Over the last 25 years the ICC has established itself as one of Europe’s top conferences centres welcoming 80,000 visitors through the Mall and over 350,000 delegates annually so it is important we do everything we can to keep improving the customer experience – including where they get their refreshments.”