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Research by 30 Euston Square reveals increased demand for Chef Theatre

Responses from a collection of 30 Euston Square clients and delegates recently revealed that the venue’s decision to create “front of house” chef interaction (chef theatre) is a genuine requirement and improves the delegate experience.

In a sample of 177 individuals (131 event organisers and 46 delegates), 72% of delegates confirmed that they would like to interact personally with the chefs whilst being served or watch food being prepared in front of them.

30 Euston Square had already been incorporating a twist of street food, live cooked BBQs and food stalls into its offering, adding personality and a vitally important link to the source of the food and people behind the dishes. However, these figures have created an even greater focus on chef theatre and the importance of the behind the scenes team in the delivery stages of the event.

Dan Broughton, Executive Head Chef at 30 Euston Square, said; “Having a presence at the event itself has proven popular as many clients and delegates enjoy interacting with us and discussing the food on offer. The growth in the popularity of street food has influenced customers to prefer food to be prepared in front of them, whilst adding to the fresh, authentic  experience we want them to have.  With the food station style of hospitality, we can provide individual choice – in essence, the dish can be bespoke to their taste creating a truly personal experience for attendees at 30 Euston Square events.”

Yvette Chatwin, General Manager at 30 Euston Square, concludes: “The research has reinforced the need for chef theatre, which is a particularly popular concept when used as part of our Christmas and Summer Party Packages. The live interaction with the chefs adds an experiential element to such an event, adding to the atmosphere and ambiance. Daniel and his team are constantly creating new and exciting ways to deliver our chef theatre options, with our most popular being our Asian Fusion Station, Holy Smokes BBQ and Indian Live Wrap Bar.”

30 Euston Square, home of the Royal College of General Practitioners (RCGP), is a conference, meetings and events venue in the heart of London. Conveniently situated next to a major transport hub, 30 Euston Square is an ideal venue for both domestic and international delegates travelling to London for business.


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