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Subway opens new store at Birmingham's ICC

Subway has opened a new store at the International Convention Centre in Birmingham in a partnership with catering solutions provider Amadeus.

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Subway opens new store at Birmingham's ICC

Subway has opened a new store at the International Convention Centre in Birmingham in a partnership with catering solutions provider Amadeus.

The shop has replaced an “outdated” catering unit and uses Subway’s Fresh Forward design that features a new colour palette and clean lines.

Marking a £140,000 investment from Amadeus, the store is situated in The Mall of the ICC.

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 provides 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, 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.”

Subway has more than 2,500 stores open across the UK and Ireland, 800 of which are in non-traditional locations such as hospitals, transport hubs, universities and colleges, petrol forecourts and convenience stores.

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