Case study: Booker Catering Trade Show

Silverstone was chosen by the wholesaler as the venue for an exhibition showcasing its brands and products.

Objectives

The team at Booker Group Ltd, a leading food wholesaler, was keen to create an event that inspired its top catering customers by showcasing a selection of brands and products available and the versatility of its produce.

Silverstone, the home of the British Grand Prix, was chosen as the launch venue for the annual Booker Catering Trade Show in 2017 and the company decided to return in 2018 because of the success of its inaugural event.

The venue’s accessibility, proximity to Booker’s Headquarters in Northamptonshire and Silverstone’s room versatility made it the perfect choice. In addition, attendees expressed their excitement at experiencing live events taking place on the iconic circuit during the trade show.

Solution

Booker Catering Trade Show took place on Wednesday 26 September and hosted more than 3,000 attendees. The event was held in The Silverstone Wing’s Hall 1, Hall 2 and Hall 3 and made use of the mezzanines, providing in total 4,490sqm of space for 200 catering exhibitors.

The President’s Suite was used by the Leadership Group for breakout business meetings.

Approximately 60% of the space was set up in a standard shell scheme comprising exhibitor stands and branding, while the rest of the space was used for Booker own brand products, space-only exhibitors and a cook-off theatre demonstration area.

The Cook-off Zone was designed to allow visitors to watch Booker’s master butchers prepare quality meat, showcasing the award-winning Blackgate branded products, and highlighting the ‘cut to order’ service available at a range of locations.

The meat was then handed to Booker’s chefs who demonstrated some exciting and on-trend recipes using the products, bringing the brand’s latest Food and Drink Guide to life. Gino D'Acampo also made a guest appearance at the Cook-off Zone to showcase the latest Bonta Italia products, before book-signing and taking photos with the audience.

The venue team and event organisers had to work closely together to overcome a few unique challenges. For example, frying is not allowed in the halls, so a separate, external frying station was organised, to enable exhibitors to cook sample products for attendees.

The venue and event team partnered with Phoenix Food Hub to minimise food waste post-event. Phoenix Food Hub collected over four tonnes of food waste from the event, which is the equivalent of 10,400 meals.

Verdict

Freddie Brisbane, trading controller at Booker said: "I’d like to thank the team at Silverstone for working with Booker to once again ensure our annual Catering Trade Show was a great success. Thanks to the fantastic venue and the support of the talented staff, we were able to provide our customers with an inspirational and enjoyable day.

"We’re looking forward to working with the event team to see how we can expand next year’s show into the remainder of The Silverstone Wing to make 2019’s event even bigger and better."

FACT FILE

Who: Booker

Where: Silverstone Circuits

What: Booker Catering Trade Show

When: 26 September 2018

How many: 3,000

For more features and breaking news sign up to C&IT Magazine's daily Newstracker here.

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
Bomb victim's mother fights to make venues safer

Bomb victim's mother fights to make venues safer

Home Office is consulting on 'Martyn's Law' to protect fans at concerts and large-scale events.

Venice Carnival cut short as Coronavirus experts warn of global ‘tipping point’

Venice Carnival cut short as Coronavirus experts warn of global ‘tipping point’

Annual festival adds to a long list of pulled events while a global agency talks of cancellations, postponements and a move to virtual meetings.

'Four-poster bed, copper bath and gorgeous furnishings': a night at Down Hall Hotel

'Four-poster bed, copper bath and gorgeous furnishings': a night at Down Hall Hotel

C&IT's associate editor reviews a country house hotel dating back to 1322 with Italianate architecture and luxury interiors.

The charity ball with a projection-mapped 'Wheel of Fortune'

The charity ball with a projection-mapped 'Wheel of Fortune'

Country estate Alrewas Hayes hosted the 25th anniversary of the Hope and Homes for Children fundraiser.

2020's most popular incentive destinations

2020's most popular incentive destinations

In our State of the Industry: Incentives report, we look at the top countries and cities over the past year.

The wellness incentives delegates really want

The wellness incentives delegates really want

Planners reveal the most in-demand wellness trends in our State of the Industry: Incentives report.

Cancellations and deferrals: How global agencies are reacting to coronavirus

Cancellations and deferrals: How global agencies are reacting to coronavirus

As IBTM APAC gets postponed, agencies tell C&IT what they are doing to meet the challenges posed by the outbreak.

IBTM APAC 2020 postponed over coronavirus

IBTM APAC 2020 postponed over coronavirus

Organisers have postponed the inaugural IBTM Asia Pacific due to the Coronavirus outbreak.

How are incentive budgets changing in 2020?

How are incentive budgets changing in 2020?

Budgets increases come despite fears over economic uncertainty, according to the State of the Industry 2020: Incentives report.

MGM Resorts takes action over massive data hack

MGM Resorts takes action over massive data hack

More than 10.6million guests have had their data leaked after the cyber attack, according to reports.

LATEST JOBS