Subway partners with Amadeus

Subway is pleased to announce it has partnered with Amadeus to open a new Subway store at the International Convention Centre (ICC) in Birmingham.

The new store marks £140,000 investment from Amadeus, replacing an outdated catering unit in a bid to attract passing visitor trade through The Mall with an internationally renowned brand. Visitors to the ICC can now enjoy a selection of great value Subs, salads, wraps and flatbreads made fresh in front of them. 

Located in The Mall of the ICC, the store also features Subway’s Fresh Forward design, offering guests with an enhanced brand experience, a bright new colour palette and clean lines.

Colin Hughes, Country Director for Subway UK and Ireland, commented: “We’re delighted to have Amadeus onboard as a partner and see the opening of its first Subway store. Venues such as the ICC provide a great opportunity for us to reach a new customer base and with the huge variety and choice available at Subway, from Subs and wraps to salads, the Subway store enables Amadeus to offer its visitors with an even greater food offering. 

“Visitors will also be able to take advantage of our exciting new products and deals, such as the Subway Savers range, which features three new Saver Subs, giving our guests amazing value and more choice at all times of the day.”  

Amadeus has over 40 years’ experience delivering catering solutions to venues and event organisers who want to provide visitors with a unique and memorable food experience. It delivers catering solutions to around four million visitors per year at the NEC Group venues, including the NEC, ICC, Genting Arena, Arena Birmingham and Vox Conference Centre.

Craig Hancox, General Manager for Amadeus at the ICC, said: “One of the ICC’s most popular features is The Mall, which not only connects the halls and meeting rooms, but also links Birmingham’s Brindleyplace and Convention Quarter to the rest of the city centre. 

“Alongside the delegates that are attending events at the ICC, The Mall sees over 350,000 visitors and delegates pass through every year – we saw the opportunity to launch an established ‘grab and go’ offer which would appeal to this captive audience. With ample seating adjacent to the retail outlet we also hope people will linger to enjoy the wider facilities the ICC offers, whether a guest or delegate.”

Explaining why Subway is a great brand fit for Amadeus, Craig added: “Subway as a brand really appealed to Amadeus due to its commitment to responsible, sustainable sourcing and the fact that absolutely everything is cooked and prepared fresh on site. And our staff have really enjoyed being trained up and becoming part of the Subway family, understanding the Subway ethos, standards and ways of working.”

Through its partnerships, such as with Amadeus, Subway now has more than 800 stores in non-traditional locations in the UK and Ireland, including hospitals, transport hubs, universities and colleges, petrol forecourts and convenience stores. 

With more than 2,500 Subway stores open across the UK and Ireland and over 43,000 stores in over 110 countries, Subway is the world’s largest sandwich franchise.