Case study: Grand Prix catering

Abu Dhabi-based Royal Catering reveals how it geared itself up for one of the biggest sporting events in the UAE — the Abu Dhabi Formula 1 Grand Prix

Royal Catering started its partnership with the Abu Dhabi Formula 1 Grand Prix in 2010 when it catered the first after-race concerts.

However, in 2011 it became the official caterer for the public, the media and the marina boxes, as well as the race control and after-race concerts.

In addition, it provided the staff catering at the event. In 2013, it added to its coverage the catering for all ‘category one hospitality booths’ — those for premium ticket holders.

Preparation
According to Royal Catering general manager commercial Samer Simreen, preparations for this type of event start months in advance. He says: “Typically our kick-off meeting takes place just three months after the conclusion of the last event. It takes about nine months to prepare for an event of this scope and size.”

The first step involves putting together a dedicated team from both parties, which gradually increases as the main event approaches. Areas of responsibilities are assigned for key tasks such as menu planning, logistics & supply chain management, manpower, hygiene, and engineering.

Simreen explains: “Both parties will meet up and brainstorm on a regular basis to constantly seek ideas to enrich the offering and further streamline the operations of the event. We always reflect on the last event and work hard to make the next one even better for the guests and the organisers.”

He continued: “The client provides a general scope of work for each area of the catering that needs to be provided and then we propose a concept for discussion and wait for final approval from the client.”

Article continues on next page ...

Implementation
Simreen explains: “During the event we run a 24-hour operation due to tight time restrictions at night, so time management is one of the main skills needed.

“From the most junior to the most senior team member of Royal Catering — we are all present during this event and help out at all times.”

He adds that logistics, timing and planning are the key aspects and challenges for these types of events. “They are overcome by long-term planning and through setting clear responsibilities and accountability for key tasks and aspects of the event.

Also when you work with a professional client — and we are extremely fortunate to have that with Abu Dhabi Motorsport Management (ADMM) — all the challenges faced are easily overcome as you are on the same page towards creating a fantastic, world-class event.”

Detailed schedules are prepared with ADMM for every movement of Royal Catering’s 50 trucks, the six reefer containers where all the food and beverage is stored, six mobile kitchens as well as the transport of 1,200 employees, and these time tables were strictly adhered to.
Back-up plans are in place in case of any issues or if delays arise in any area of the operations.

Simreen notes: “Sourcing the manpower for an event of this scale is definitely a key challenge and numerous agencies were approached to assist us. Royal Catering has a great network of sister companies from which resources are sourced for events like this and we also sourced staff from abroad.”

The team that catered the event consisted of 1200 colleagues, including 120 people who were flown in from Germany to assist.

Hygiene and quality is always a top priority and a dedicated task force is assigned to manage just this part of the project. Simreen reveals: “A detailed plan is created and the Abu Dhabi Food Control Authority (ADFCA) is involved months prior to the actual event, making sure all standards are met.”

He adds: “During the event, a large team is on-site to monitor and control all steps of the production and service.”

Article continues on next page ...

In Practice
During the Grand Prix, the food offering varies from section to section and includes everything from meal parcels to served canapés and silver service. For the public it is mainly based on convenience food such as burgers, falafel, shawarma, Asian noodles, pasta, pizza and hot dogs.

In the hospitality section, Royal Catering served a light breakfast buffet, which featured a wide selection of pastries, such as bagels and croissants, as well as quiches. The lunch buffet provided a selection of starters, main courses, and desserts that contained everything from macarons to oriental pastries. For the afternoon snack buffet, the menu consisted of dishes such as tender Dutch veal and shrimp tempura.

Simreen adds: “We made sure that the menu was designed to cater to a diverse audience, as this is such a multicultural event.

“We catered for 27,000 pax in total for the hospitality booths only, which is approximately 9,000 pax per day.”

Feedback
Simreen proudly says that the initiatives put in place have led Royal Catering to achieve the best hygiene standards in the history of the Formula 1 Abu Dhabi Grand Prix as per the feedback received from local authorities.

Royal Catering will continue to work on the sporting event, and Simreen says preparations for this year’s F1 event have already started in full swing.

He says: “This is truly an amazing event to work on and we have a great relationship with the ADMM team, and we are working jointly with them to generate new and fresh ideas for 2014.

“We are currently in the process of reviewing our sales for last year to see what items worked well and which ones could have done better so we can adjust our menus accordingly. With only about eight months to go to the event, preparations are already well underway.”