26 May 2023

IFEMA MADRID set to position itself as a gastronomic hub thanks to a major catering project

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Three major iconic companies are partnering the institution in this gastronomic immersion as official sponsors: Mahou San Miguel, Coca-Cola Europacific Partners and JDE Peet’s Coffee with the L’OR brand. · The catering transformation project involves the design of 32 restaurants and 14 terraces inside and outside the halls, including a broad selection of some of the trendiest names in Madrid’s fast-casual culinary scene, all of which are strongly established in Spain and internationally. · Operated by the Spanish multinational Areas, this innovative catering model is consistent with IFEMA MADRID’s strategy to make a qualitative leap forward by offering a unique, diverse and international range of cuisine in line with current culinary trends to provide the best possible gastronomic service to the more than 3.7 million visitors who flock to the Recinto Ferial every year.

One of IFEMA MADRID's most ambitious projects for the coming months will get underway in September when it will turn its current catering model on its head thanks to a spectacular range of restaurants and terraces that will cater for the more than 3.7 million visitors it receives each year, positioning the institution as a major gastronomic hub in Madrid.

This new catering project, which will be operated by the Spanish multinational company Areas, is consistent with IFEMA MADRID's strategy to make a qualitative leap forward in its gastronomic offer with an innovative new model, in which it is joined by three major icons as gastronomic sponsors and official beverage, beer and coffee brands, no less than Mahou San Miguel, Coca-Cola Europacific Partners and L'OR, which will participate in this new and innovative catering initiative in Madrid.

The aim of this new model, which will begin in September 2023 and culminate in 2024, is to transform IFEMA MADRID's catering and to help project the Recinto Ferial as a benchmark for gastronomy in Madrid thanks to a unique proposal based on a combination of well-known international brands and local concepts with a “Madrid flavour” designed exclusively for this gastro space, which includes 32 restaurants as well as 14 spectacular terraces both inside and outside the halls.

The project envisages the creation of an “Avenue of Gastronomy” in the style of a city centre high street, featuring a wide range of the most appetising firms in today's gastronomic scene. It also includes the design of restaurants inside each hall with an interior design concept inspired by terraces and gardens, decorations that make the most of natural light, and spaces that open onto patios at the back.

IFEMA MADRID's gastro project will boast some of the trendiest names in Madrid’s fast-casual culinary scene, all of which are strongly established in Spain and internationally. Among other brands, the project includes such gastronomic restaurants as Gastrohub, run by chef Nino Redruello, and Pura Brasa; national brands such as SantaGloria and Pepito Grillo, and international brands such as Tim Hortons. There will also be such healthy concepts as Aloha Poke; Asian eateries such as Udon; absolutely iconic concepts bursting with the flavours of Madrid, such as breweries, ham restaurants and tapas bars like Rodilla, El Bareto, MásQMenos and Tacos Don Manolito, as well as a selection of Areas’ best own brands such as Farine and Mahoudrid, among others.

Mahou, Coca-Cola and L’OR: iconic official brands

A project of such scope and requiring such investment as IFEMA MADRID’s new catering model could not wish for better allies as official brands for the soft drinks, beer and coffee segments as Mahou San Miguel, Coca-Cola Europacific Partners and L'OR, iconic firms which, since May, have become IFEMA MADRID’s major gastronomic sponsors. Each firm will enjoy a high profile at the fairgrounds, including an emblematic themed space that will go by the name of Mahou Terrace, located in the square on the Central Avenue of the Recinto Ferial.

According to Ignacio Freire, Mahou San Miguel Commercial Director for the Hospitality Industry, “as a Madrid brand and a partner of Areas since 1999, Mahou San Miguel feels privileged to be a gastronomic partner of IFEMA MADRID, and to play a leading role in this major project that will revitalise and bring a new catering concept to Madrid. This undertaking will mean that this beverage company will be on sale at the venue's outlets through its Mahou brand, the range of Spanish beers that has won the most awards in the world. Founded in Madrid in 1890, Mahou will offer customers its excellence and brewing expertise”.

For Aitor Arteaga, VP Sales Spain of Coca-Cola Europacific Partners, "the creation of an innovative gastronomic hub in an institution such as IFEMA MADRID, which constitutes an unparalleled showcase for our country in the world, is a unique opportunity to showcase the potential and creative capacity that characterizes our hospitality and gastronomy. Coca-Cola Europacific Partners, since its origins 70 years ago, has supported and collaborated with a sector that has managed to position itself at the forefront of the world. Through this collaboration, we want to reaffirm our commitment both to the hospitality industry and to the development of innovative projects such as this new project".

Federico Heine, general manager of Southern Europe at JDE, "L'OR will offer visitors to IFEMA MADRID exclusive spaces to enjoy excellent coffee, helping the hospitality industry to transform coffee service into a sensory experience. It will also be present, with different coffee solutions, in all the gastronomic concepts of the venue. L'OR is committed to this innovative project that will undoubtedly help to elevate the gastronomic experience of all national and international visitors to IFEMA MADRID. For us, the catering industry plays a very important role in bringing the experience of our coffee to the consumer in a very special environment, where it can be appreciated at breakfast and as the finishing touch to all lunches and dinners."

Work will begin on the renovation of the gastronomic offer and the spatial remodelling of restaurants and terraces this summer, coinciding with the start of the trade fair calendar, with the first 12 establishments expected to be up and running by September. The project will, however, involve a complete refurbishment and the creation of new establishments and large, attractive terraces, distributed throughout the Recinto Ferial. The refurbishment work is scheduled for completion in 2024.