Searcys rebrands and commits to B&I market

Upmarket caterer Searcys has revealed a new corporate identity, while reiterating its commitment to the business and industry (B&I) market.

The caterer, which was taken over by the Alternative Hotel Group last year and counts the National Portrait Gallery, Royal Opera House and law firm Allen & Overy amongst its clients, has rebranded as Searcys 1847.

Searcys 1847 is intended to reflect the company's heritage, incorporating the year it was established. Searcys has also renamed its restaurant at the top of 30 St Mary Axe in the City, commonly known as the Gherkin, 40/30.

The company has been rapidly expanding its concessions business, including last week's launch of the St Pancras Grand restaurant and the planned October launch of second champagne bar open at the Westfield shopping development.

The expansion has led to claims that Searcys was turning its back on the B&I market, but chief executive Duncan Ackery insisted this was not the case.

"We're not moving away from B&I," he told Caterersearch. "It's increasingly tough times to be ‘snotty' about contracts but we are looking for the right business partners and a relationship that can offer longevity with a commitment to quality."

The caterer, which next week reopens its refurbished restaurant at London's Barbican arts centre, has also won the hospitality contract at law firm DLA Piper, worth an estimated £50,000 a year.

Searcy looks at Champagne bar rollout as it prepares to launch in Westfield >>

What the foodies can expect from the new St Pancras >>

Alternative Hotel Group to stick with Searcy branding >>

By Chris Druce

E-mail your comments to Chris Druce here.