How did Smart Hospitality tackle the briefs given to them for the Caterer of the Year judging process?
Our first step was to ensure we thoroughly understood the brief and what the judges were looking for. We knew that our written submission would need to demonstrate our ability to interpret and deliver a client brief, contain menus that showed outstanding creativity and visual appeal as well as our thorough process of sourcing and delivering an event concept.
For the tasting session we wanted to really bring those concepts to life and, most importantly, serve delicious food – and plenty of it. Our idea was to create individual 'zones' for each case study designed to transport the judges to each event with a combination of food, beverage and surroundings, from visuals to furniture and even scented air.
Why did you choose the concepts you came up with on the day?
We spent a long time selecting the case studies that we felt truly represented what Smart is all about. I believe the case studies we decided upon demonstrated the three main pillars of our values, catering propositions and abilities. The Bentley GT Continental launch brief displayed the quality of our menus, working with our creative director Angela Hartnett and artisan suppliers and delivering a grazing concept. For the Caudwell Butterfly Ball we showed creativity and imagination, providing a sensory experience, delivering a client’s vision and serving a sit-down dinner. Our work on the Olympic Hospitality Centre for London 2012 proved our scalability, exceptional teamwork, creating a legacy and utilising British ingredients. We tailored the offering to diverse client requirements and provided canapés and bowl food concepts.
Smart Hospitality also won the Grand Prix award. How do you think the company went that extra mile in order to land the accolade?
I believe 2012 put Smart Hospitality on the world stage as we delivered corporate hospitality for the IOC and 13 major sponsors at the Olympic Hospitality Centre during the Games. Crafting 62,000 covers over 17 days was an exceptional team effort that we are so proud to have accomplished. I’d like to think we displayed that same spirit of teamwork, attention to detail and passion for producing outstanding food in our submission and tasting.
Why did you decide to enter the 2013 Event Awards?
2012 was a defining year for Smart with a great variety of events, from the enormous scale of the Olympics through to creative charity balls, and intimate corporate and private functions. We felt it was the right time to enter the prestigious Event Awards, which are so well-respected across the industry and beyond.
What was your reaction when you won both awards?
We were ecstatic… and in shock. We certainly didn’t expect to win as we were up against some fantastic caterers, so it was a really special moment to see the team recognised for all their hard work. A large proportion of our team were there on the night so it was great to be able to celebrate together.
Since the win what has Smart Hospitality been up to?
We have had a really busy few months since September. The Christmas period was hugely successful for us as we catered for over 60,000 people at our Smart Christmas parties. In addition to catering some fabulous events at Battersea Evolution, we were honoured to be asked to cater prestigious events such as the Observer Food Monthly Awards and Cosmopolitan Ultimate Women of the Year Awards. We have an exciting few months ahead of us as we look forward to bringing our fresh approach to hospitality at some of the summer’s premium sporting events.
Has the award win had a positive effect on the company?
Our award wins have provided an excellent platform for us and certainly opened doors to new opportunities in corporate hospitality, which we’re excited to be exploring this year. Having the accolade of Caterer of the Year and being named the Grand Prix winner has certainly broadened our audience of potential clients who trust that we will deliver an exceptional event.
What's in the pipeline for Smart Hospitality for 2014?
We’re incredibly excited about the months ahead. On the back of our award wins and our experience at the Olympics, this summer we will be delivering hospitality at some of the UK’s biggest sporting events, from Royal Ascot to Polo in the Park, Temple Island Enclosure during Henley Royal Regatta and Wimbledon Park Golf Club during The Championships. To accompany our catering offering, we also launched a new brand this year, Smart Experiences, providing ticket packages to the events at which we cater, meaning it is our team providing the ticket and delivering every detail on the day.
What would you recommend to those entering the Caterer of the Year award, as well as those aspiring to claim the Grand Prix title?
I would say go for it. Put plenty of creativity, passion and effort into it and don’t hold back. The award judging process is hard work but that in itself proves it is worth the effort. It was a great experience and achievement.
How to enter Event Awards 2014
The deadline for awards entries is 21 May 2014. To find out how to enter, visit the . For the latest updates on the event, follow the Event Awards on Twitter at .
To find out more about sponsorship opportunities, email Jade Scaffardi or call her on (020) 8267 8272.
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