Subway has partnered with catering solutions provider Amadeus on a new store at the International Convention Centre (ICC) in Birmingham, with more venues potentially in the pipeline.
The new site replaces an outdated catering unit in The Mall area of the centre, and features Subway’s Fresh Forward design, with its new colour palette.
Colin Hughes, country director for Subway UK and Ireland, said: “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.
Amadeus delivers catering solutions 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: “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.”
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 stores in total.