New food concepts unveiled at the ICC Birmingham

15th Jul 2011

More than 500 members of the West Midlands business community gathered at the ICC Birmingham, on Tuesday 12 July, to sample the new multi-sensory food concepts that bring live theatre to the table – The Boulangerie, Canapé Taster, Indulgence Shots and The ICC’s Pudding Society.

They were entertained by interactive cooking demonstrations, had their taste buds tantalised with samples of the new dishes, and took the opportunity to try the new Christmas menus while enjoying a sneak preview of the JD Parties Christmas entertainment offer at the venue.

The ICC is pushing the boundaries of banqueting and changing the way food is served at an event. Gone are the days of food just being a functional element, the new innovative concepts mean food is becoming a conversation piece that adds excitement and entertainment to the dining experience.

Simon Hellier, Executive Head Chef at The ICC said: “It’s not just about serving the dishes for customers to enjoy, they now get to be part of the whole sensory experience, from the inviting smells of the Boulangerie, though to the knowledge imparted in the Pudding Society.

“Choice is a big factor too, we know everyone loves to indulge in a dessert and it’s not always easy to choose, so the Indulgence Shots offer our customers the opportunity to have exactly what they want, and served three at a time means they can have it all.”

Boulangerie & Fromagerie – building on its philosophy of ‘fresh is best’ the ICC is the first banqueting venue to freshly bake bread in the room and serve with accompanying cheeses.

Canapé Taster – guests will be treated to delicious delights right in front of their eyes as the ICC chefs create canapés to order. The guests know exactly what they’re getting and get exactly what they want.

Indulgence Shots – mini morsels of dessert heaven! Whatever the customer wants is recreated in miniature and served in a shot glass. Be it banoffee pie or lemon meringue, ICC chefs concentrate the flavours into small mouth-watering morsels where they’re served three at a time.

The ICC’s Pudding Society – to create nostalgia and real interaction with the chef The Pudding Society brings back some old favourites, where a selection of three large desserts are brought to the table, their history is explained and the guests then serve themselves.

Martin Davies, General Manager, Catering at the ICC said: “The new catering concepts really add value to our existing offer, helping clients differentiate their business at a time when standing out from the crowd is essential.

“We’re delighted with the feedback from guests that attended our launch event, everyone was very impressed with the showcase and we’ve already secured two bookings with major clients.”