The revival of passion: NEC Group’s innovative coffee venture

By Marc Frankl, Food and Beverage Director at Amadeus

It’s been an exciting summer for the NEC Group and Amadeus as we opened our brand-new Starbucks Drive-Thru at the UK’s largest EV Charging Hub. This monumental project stands out as the first drive thru franchise Amadeus has operated. A noteworthy point of pride for us as a 47-year-old business, the venture was seamlessly managed from inception to fruition.

As an already successful franchisee of Starbucks located in the NEC Birmingham and ICC Birmingham, for Amadeus, it's not just about opening another coffee store. This drive-thru embodies a significant show of confidence in Amadeus from the international coffee powerhouse and illuminates our unyielding ‘drive’ for success.

The NEC Group, no stranger to innovation, has always been at the forefront when it comes to product innovation and understanding consumer behaviour. Our expertise shines through our existing Amadeus managed Starbucks outlets, where we have consistently demonstrated a deep understanding of consumer delivery and broken many commercial records in the process.

Beyond providing these beverages, the NEC Group also champions sustainable practices, proving our dedication to not just profit, but the planet – with our on-time, to budget delivery of one of Starbucks’ ‘greener stores’, in-line with the construction and opening of the UK’s largest EV Charging hub.

The entire project emerged from some brilliant insight from the NEC Group team. We saw a golden opportunity to cater to visitors and traffic enroute to the Birmingham Business Park, the NEC and the airport, realising there is a vast market in the passing motorway trade, especially given our proximity – less than one mile from junction 6 of the M42 and 2.4 from junction 7A for the M6. Customers can easily grab a coffee without waiting for the next service stations located farther away on the motorway.

The NEC Group commitment is substantial. Over £1m has been invested confidentially in erecting this brand-new Starbucks Drive Thru. It’s not just for Starbucks aficionados, but also for the everyday commuter seeking a quick, quality coffee fix.

Having already operated several Starbucks stores with outstanding results and record-breaking successes each year at our award-winning venues, the team's expectations for this new venture are sky-high. Projections suggest that the store will surpass revenue targets for Amadeus, with plans to operate approximately 360 days a year. The average transactions are set to rival those seen in bustling shopping centres and airports.

The NEC Group and Amadeus have once again showcased our prowess in identifying and capitalising on market opportunities. With a clear vision, unmatched dedication, and expertise in hand, the new Starbucks Drive-Thru promises not just coffee but an experience unlike any other. Make sure you come and visit next time you’re in the Midlands.