Foodservice Cateys 2025: Retail and Leisure Caterer of the Year – Freemans Event Partners

This year’s winner has come a long way from its humble beginnings, when it started out as a single fish and chip outlet at Silverstone Circuit 50 years ago. Now, Freeman Event Partners delights 25 million customers at the nation’s most iconic venues and cultural institutions.

The company has redefined retail and leisure catering, delivering innovative solutions to venues including Silverstone, Lord’s Cricket Ground and Wembley, while driving growth at home and abroad.

From Mexican-style street food and Michelin-starred cuisine to cocktails served in pineapples, Cargo’s globally inspired offerings are designed to create visually striking, Instagrammable moments, with content creators helping to amplify the concept beyond the event itself. The approach has proven highly successful, driving a 20% uplift in F&B revenue in zones where it was implemented.

Among the new initiatives the company has introduced this year is Cargo Global Eats, a premium street food concept, and the launch of the Food Village at Lord’s Cricket Ground, created in partnership with Middlesex County Cricket.

As the UK’s first outdoor sports venue to implement fully integrated self-checkout tills, the Food Village cut queues from 15 minutes to 45 seconds, raised transaction values by 13% and improved staffing efficiency. Hero dishes, such as the ‘Lord’s lamb and Howzat squash’ delivered premium, flavour-led experiences, while carbon labelling encouraged sustainable choices, increasing low-carbon selections by 53%. The project demonstrated how smart retail design can enhance fan satisfaction, drive sustainability and boost commercial performance, all while preserving the venue’s unique heritage.

Freeman also partnered with Silverstone for the 2024 British Grand Prix, during which, over four days, it managed 280 F&B outlets, fed almost half a million fans and made more than 600 deliveries directly to retail outlets. In support of the nomination, Stephanie Bazire, head of sustainability and partnerships at Silverstone, said Freemans played an integral role in helping the famed racing circuit deliver “the biggest Formula One Grand Prix to date”.

And Freeman’s talents don’t just lie in the UK. The company was appointed the official F&B partner for Le Golf National during Paris 2024 Olympics, showcasing its capability on an international stage. Over 30 days it managed more than 50 F&B outlets, where 80% were of French origin, serving almost 140,000 meals and drinks to spectators, staff, volunteers and sponsors. The event’s success has paved the way for expansion further into Europe.

Fifty years on, Freemans is still masterfully balancing commercial impact with client satisfaction, making it this year’s highly worthy winner.

Judges’ comments

“Freemans continues to grow and innovate to meet the challenges this brings. They are now poised to operate in Europe and support vendors through distribution and wholesale supply.” Jeni Edwards

“Freemans have shown significant growth over the last 12 months, focusing on service innovation and improved product. The launch of Cargo is a milestone in bringing local operators Michelin-star chefs together to enhance customer experience.” Craig Stewart

“Impressive event planning and logistics for huge customer numbers, delivered with continued innovation in product and technology.” Zoë Watts

The shortlist

• Colicci
• Compass Group UK & Ireland
• Freemans Event Partners
• Searcys
• Sodexo Live!

See previous winners of the award