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BaxterStorey appointed new catering provider

24 February 2022

BaxterStorey has been appointed by Cambridge United as its new hospitality provider in a long term partnership...

The leading provider will work hand-in-hand with the Club to develop its food and beverage services at its Abbey Stadium, introducing a refreshed offer to players, colleagues, corporate customers and fans.

The new contract, which is set to be BaxterStorey’s 16th client in and around the city, including BitBio, Hilton Meats and Royal Society Chemistry, will see BaxterStorey provide a new permanent chef dedicated to the Training Ground to give players fresh, innovate menu choices five days a week, with further hires across hospitality expected as the offering evolves over the coming months. The team will be supported centrally by BaxterStorey’s talented chef development team, ensuring nutrition is at the heart of the menu to support player performance and wellbeing. 

Specialists in providing sports clubs and venues across the country with a breadth of hospitality services – including the likes of Aberdeen Football Club and Somerset County Cricket Club – BaxterStorey will deliver a suite of hospitality provisions in addition to player nutrition. Match day hospitality will include tailored, high-quality services within the Club’s Executive and Signature Suites, as well as a non-match day offering for corporate hosting and events.

The team will also revitalise the existing food outlets available to fans, with creative concepts such as pop-ups and street food introduced over time and concessions focused on local provenance, putting food and beverage front and centre of the stadium experience. BaxterStorey will also work closely with fans to gather feedback and test new food ideas.

Enhancing the quality of service will be top of BaxterStorey’s agenda, with existing and new team members set to receive training to ensure customer excellence. Technology will also be a key factor in supporting food and beverage at the club, with BaxterStorey set to offer customers fast and easy ways to pay, loyalty programmes and dedicated digital platforms for customers to explore and plan ahead.

Following the announcement, Cambridge United FC’s CEO, Ian Mather, said, “We chose Baxter Story based on their experience with other football clubs and similar organisations. We wanted a long term partner to develop our player feeding programme and help us elevate the fan experience. They have integrated quickly within the club and we will work with them to engage with fans to deliver something for everyone, including reducing queues at busy times. ”

BaxterStorey’s Regional Managing Director, Peter Kent, added, “We’re excited to bring our innovation and creativity to Cambridge United FC. Our chefs understand the important role that food plays in peak athletic performance and have plenty of ideas about how to bring nutritious, delicious dishes to players, members and fans.

“With a genuine passion for the game, we are looking forward to bringing these ideas to life and working with the Club to redefine the food and beverage offer at the Abbey Stadium.”

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