The all-encompassing catering contract is the most sought after and hotly contested football club stadia catering contract to be put out to tender this year, with all of the major UK stadia caterers vying for the Tottenham Hotspur FC business.
Incumbent Lindley Venue Catering (LVC), which has managed the public concourse catering services at the 35,000 capacity White Hart Lane Stadium since 2001, has been successful in its bid to become Tottenham Hotspur FC’s sole catering partner. In addition to the public concourse catering, LVC will also take over all match-day hospitality and non-match day catering from Kudos, part of the Crown Group, from the start of the new season.
Three key components of Lindley Venue Catering’s plans to generate incremental revenue for the club are: to introduce inspirational and bespoke new match-day menus for the diverse range of hospitality lounges, suites and boxes at White Hart Lane; to enhance the catering facilities for supporters and visiting fans by roll-outing the award-winning Lindley branded retail kiosks to all four stands at the ground; and to put more focus on attracting non-match day business
Following the success of Lindley’s Frank’s Original New York Streetdogs®, Pie Factory® and N17 Deli branded retail concepts trialed at White Hart Lane’s East Stand last autumn, Lindley Venue Catering is investing over £½ million in refurbishing the hospitality areas and retail kiosks on the public concourses located at the other three stands.
In addition to the three retail brands initially trialed, Lindley Venue Catering will also be installing FGB – Flaming Good Burger® and Henry’s Chicken® kiosks, and a development of N17 Deli concept will see a range of filled bagels added to the range on offer from the start of the new season. Lindley is also aiming to speed up service on the public concourse with the introduction of a new EPOS system and fast pour units are being installed in the bars on the lower north concourse as draught beer makes a return to White Hart Lane.
New match day hospitality menus which put the focus on fresh, locally sourced produce have been developed by Gary Bates, The Lindley Group’s Creative Director, in partnership with the on-site chef team, and a series of tasting events are being staged to give box holders and hospitality hosts an opportunity to sample the new dishes and meet the Lindley hospitality team.
To accommodate the wide variety of hospitality formats at White Hart Lane, Lindley has developed a range of bespoke services and menus ranging from quality hot sandwiches for fast, casual dining in the Lilywhite Lounge, a premium carvery offering in The Pat Jennings Lounge through to a champagne and canapés reception followed by four-course fine dining in the Oak Room.
The five-year agreement – which has break clauses linked to the potential relocation of Spurs to a new ground during the duration of the contract – includes a profit-share joint venture between Lindley Venue Catering and Tottenham Hotspur FC to develop non-match day business for the club. Lindley will assume full responsibility for the marketing and sales of the venue, with a full-time sales manager being located on site.
Alistair Spiers, Head of Sales at Tottenham Hotspur FC, says: “We have established a strong rapport with the Lindley team during the 11 years they have managed the public concourse catering at White Hart Lane. The hot dog, pie and deli branded concepts they introduced last year have received very positive feedback from fans, and have also produced significant increase in sales and total cash takings.
“We have been equally impressed with their vision for developing our hospitality catering services, and, having seen the results Lindley Venue Catering has achieved in marketing other stadia as conference and event venues, we have every confidence that the club will benefit from their expertise and proactive approach in promoting the scope and use of the facilities outside match days.
“The fact that Lindley demonstrated a skill-set which provides us with proven sales and marketing resource as well as quality public and hospitality match-day catering proved to be an unbeatable combination.”
Adam Elliott, The Lindley Group’s CEO, adds: “We feel proud and privileged to have been selected to manage all aspects of the catering services for Tottenham Hotspur FC, and to embark on a joint venture to develop non-match day business.
“Given the intense competition within the catering sector for this high profile premiership contract, it is a testament to the calibre of the Lindley team and the results they have achieved that Lindley Venue Catering has been awarded the prestigious Spurs contract.”
The Lindley Group