SFC Group have taken the concept of public catering to a new level with the successful introduction of the first Street Food and Craft Beer Depot at the 2016 Formula 1 British Grand Prix.
Incorprating street food from South Africa, India, the US and South Amercian roasted coffee, the Depot also played host to a series of Craft Beer Master Classes delivered by Greene King’s own craft beer enthusiasts.
The Street Food and Craft Beer Depot attracted thousands of spectators during the three-days and is the next step in SFC Group’s continued evolution to meet the demand of consumers, and brand partners, at the Grand Prix circuit where SFC has provided the entire public catering offer since 1989.
Delighted to claim his company’s own Formula 1 first, Stephen Freeman, Managing Director of SFC, said:
“The Street Food and Craft Beer Depot was created in response to the growing trend for street food and craft beer. We have gone one step further by putting the two together in a brand new concept for consumers. The phenomenal success of this event means it’s a model that we will continue to roll out throughout the summer season.
“Silverstone is a significant event in our calendar and choosing to deliver something different, such as The Depot, is part of SFC Group’s commitment to provide not only a second-to-none catering offer but also an opportunity for our brand partners to target their consumers right at the point of purchase. Through our efforts and in collaboration with our partners, four brand promotions were created to provide visitors with a selection of attractive food and beverage offers, not least the chance to win a tour round Red Bull’s F1 factory in Milton Keynes.”
During the four day race-meeting SFC Group’s Logistics, Technology, Concessions, Catering and Marketing divisions ensured that the 330,000 attendees were fed and watered from 206 outlets.
Having previously installed their own permanent WiFi network at Silverstone, SFC provided visitors to F1 with the facility to pay by card across the board ensuring 100% connectivity, also running an integrated EPOS system with real-time reporting.
Operating at Silverstone since 1982, SFC Group’s event shopping list is as diverse as the variety of food outlets – 60 different styles of food in total – with SFC Logistics managing the delivery of;
650,000 napkins
52,000 Food & Beverage leaflets distributed at the event
1 mile of fencing
720 tonnes of food and drink, the equivalent of 3 and a half blue whales in weight
62 generators
110 flower pots
6 marquees
48 flags
Lewis Hamilton and the Mercedes team were delighted to take first place for the fourth time while his team mate Nico Rosberg recorded the fastest lap around the course with 1’35.548 on Lap 44.
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