Great Hospitality Show rebrands to become part of the HRC family

The NEC Birmingham will be the setting for the HRC Professional Kitchen Show in January.

Event organiser Fresh Montgomery has overhauled what used to be called the Great Hospitality Show as part of a shake-up which is seeing sister event Hotelympia become HRC, the Hotel, Restaurant and Catering Show, when it returns to London’s ExCel in 2020.

The former Great Hospitality Show, held at the NEC Birmingham, is now part of the HRC family of events and will accordingly host two co-located shows: The Professional Kitchen Show and The Foodservice Show, two of the four brands which will also appear at HRC London.

The Professional Kitchen Show and The Foodservice Show will make their Birmingham debuts on 22-23 January 2019.

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The Professional Kitchen Show will be particularly pertinent for the catering equipment supply industry, described as “where kitchens and technology meet”. Fresh Montgomery is dedicating the show to the entire supply chain of manufacturers, dealers, distributors, designers, owners and end users of professional kitchen equipment.

To maximise ROI for everyone that attends, the event organiser is heavily investing in experiential features and technology. These immersive features will be centred on an interactive ‘smart kitchen’, with more details to be announced soon.

While exhibitors are said to be receiving “a superior stand build that moves away from old-fashioned shell schemes”, along with a dedicated pre-event communications platform to connect directly with visitors; and badge-scanning data capture software at no extra charge. They will also receive education sessions pre- and post-show, discussing how best to capture data across the two days, and how to use it effectively.

Similar to the buyers’ club plan for HRC London, the Birmingham event will debut the scheme in the form of the HRC 200 Birmingham. The programme is officially launching later in the summer, and founding members already include Sodexo, Amadeus, Vision, Spirit and Bartlett Mitchell.

Ross Carter, portfolio director at Fresh Montgomery, said: “The HRC Buyers Club is the first of its kind, and brings over 200+ of the country’s most influential buyers together to discuss the future of the market. It’s a fantastic opportunity to get face-to-face with key decision makers and build relationships that matter to your business.”

Members that join the buyers’ club will receive a “VIP experience”, with local accommodation, fast-track entry, dedicated meeting spaces, and an exclusive evening networking party and morning seminar.

Carter added: “The HRC Buyers Club is truly one-of-a-kind, and we’re excited to announce more details about its features, and the wider show, over the coming weeks.

“The Professional Kitchen Show is built around return on investment, for exhibitors and visitors alike. The result is a show that’s not just market leading, but market defining.”

The event is expected to showcase 250 exhibitors and attract over 8,000 key senior buyers.

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