IFEMA calls for a place with its own hub in a Madrid that has become a gastronomic capital
In September, IFEMA will launch what will be one of the institution’s most important projects in the coming months. As already announced by this newspaper, it is the transformation of its catering model with a spectacular range of restaurants and terraces that will serve the more than 3.7 million visitors it receives each year, and which will position the institution as a major gastronomic hub in Madrid.
The new catering project, which will be operated by the Spanish multinational company Areas, responds to IFEMA Madrid’s strategy of making a qualitative leap in its gastronomic offer with an innovative model, which has been joined by three great icons as gastronomic partners and official brands of drinks, beer and coffee, such as Mahou San Miguel, Coca-Cola Europacific Partners and JDE Peet’s coffee with the brand L’OR, which will participate in this new and innovative commitment to catering in Madrid.
The new model, which will begin in September 2023 and will culminate in 2024, aims to transform IFEMA’s catering and contribute to projecting the exhibition centre as a benchmark for gastronomy in Madrid, with a unique proposal, based on the combination of renowned international brands and local concepts with a “Madrid flavour” designed exclusively for this gastro space that incorporates 32 restaurants as well as 14 spectacular terraces both in outdoor areas and inside the pavilions.
The project envisages the creation of the “Avenue of Gastronomy” in the style of a high street in the city centre, with a wide range of the most appetising brands in the current gastronomic offer. To this will be added the design of interior restaurants in each pavilion with an interior design based on the concept of terraces and gardens with decorations that enhance natural light, and with spaces open to rear patios.
IFEMA’s gastro offer will be made up of some of the most up-to-date firms in Madrid’s fast-casual gastronomic offer, with a strong presence in Spain and internationally.
It includes absolutely iconic concepts of Madrid, such as breweries, ham and tapas bars (Rodilla, Bareto and MásQMenos) as well as gastronomic restaurants such as Gastrohub with menus advised by chef Nino Redruello or Pura Brasa; national brands (SantaGloria Coffee&Bakery and Pepito Grillo) and international brands (Tacos Don Manolito and Tim Hortons); healthy concepts (Aloha Poke); Asian proposals (Udon); and other brands such as (Farine and Mahou) among others.
Mahou, Coca-Cola and L’OR, official gastronomic partners
A project of such scope and investment as IFEMA’s new catering facilities could not have better allies as official brands for the soft drinks, beer and coffee segments, such as the iconic brands Mahou San Miguel, Coca-Cola Europacific Partners and L’OR coffee, which, since May, have become IFEMA MADRID’s major gastronomic partners. Each of them will have high visibility in the exhibition centre, including an emblematic themed space called Terraza Mahou, located in the Plaza de la Avenida Central of the exhibition centre.
According to Ignacio Freire, Mahou San Miguel’s Commercial Director for the Hospitality Industry, “as a partner of Areas since 1999, it is a privilege for Mahou San Miguel to be a gastronomic partner of IFEMA, and to play a leading role in this great project that will revitalise and create a new concept of catering for Madrid. Our company will be present in the points of sale of the Venue through our wide portfolio of products; especially our brand Mahou, the most awarded Spanish beer range in the world, born in Madrid in 1890, with which we will offer our customers all our 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, which is an unrivalled showcase for our country in the world, is a unique opportunity to showcase the potential and creative capacity that characterises 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 on-trade and to the development of innovative projects such as this new project”.
According to Federico Heine, General Manager Southern Europe at JDE, “L’OR will offer IFEMA visitors 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 at the venue. L’OR is committed to this innovative project that will undoubtedly help to enhance the gastronomic experience of all national and international visitors to IFEMA. For us, catering 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”.
The renovation of the gastronomic offer and the spatial remodelling of restaurants and terraces will begin in the summer of this year, coinciding with the start of the trade fair calendar, to arrive in September with the first 12 active establishments. However, the project will be accompanied by a total remodelling and creation of new establishments and large, attractive terraces, distributed throughout the site, whose refurbishment is expected to be completed in 2024.
