Leading caterer Amadeus has created a bespoke online menu selector for the International Convention Centre (ICC) in Birmingham.

The first of its kind for the conference industry, the online tool is designed to help organisers planning a networking event, conference, exhibition or banquet build the perfect menu to enhance their event.

The unique technology solution means organisers can now quickly and easily construct a bespoke menu suitable for the requirements of their customers, theme and budget.

With a diverse menu created by the ICC’s executive chef Simon Hellier, organisers will find more than 500 different food and beverage products to choose from. Alongside range of choice, the menu focuses on providing seasonal produce, provenance and a range of allergen alternatives to suit customer or delegate needs.

Bringing a bit of theatre to any event, Amadeus also offers the option to book live street food theatre stations and pop-up cocktail bars via the menu selector, while tried and tested conference packages and suggested wine pairings for banqueting dishes help make the selection process even quicker for busy event organisers.

Craig Hancox, general manager for Amadeus at the ICC, said: “Speaking with our clients, and those within the wider events industry, we found that a common complaint of event organisers was the time it took them to select catering options – particularly when it came to booking for large scale events over several days.

“No one in the conference and events industry was offering a real alternative to the traditional manual booking systems. With the ICC menu selector, we have created a fantastic tool which is quick and easy to use – literally turning what could be a day’s work for an organiser into a few minutes. Yet we were also keen that the client didn’t lose the personal service element we’ve come to be known for so once they’ve built their menu online, a dedicated catering account manager will work with them to suggest refinements or enhancements to their booking.

“Other benefits of the tool include the fact that we can be extremely responsive to changing trends and customer demands. If our chefs design a new dish or have a new idea for a menu, we can offer that to our clients immediately via the online system. In the same way, we can be very reactive to seasonality, constantly updating our offering, keeping things fresh and relevant for the customer.”