Events and contract caterer Crown Group is to rebrand as Oriel by the start of July as it embarks on a period of growth.
The group, founded 30 years ago, has also renamed two of its companies as Kudos Hospitality and Seasoned.
These replace Crown Venue Catering, which recently won the contract for Manchester Central and Crown Society Special Event Catering, which has four City of London livery halls on its books, repectively.
Kudos will be headed by John Wright, previously Elior UK sales director, and Seasoned will be led by Hugo Miller-Brown, formerly operations director at event caterer By Word of Mouth.
Oriel's sales and marketing director Jonathan Byrne said the rebrand would end the confusion surrounding Crown and "act as a springboard, moving us forward".
Oriel Group consists of a mixture of 15 operating companies and/or brands including LeisureExtra, Midsummer House and London's Flying Chef.
By Chris Druce
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