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Fed & Watered, the high-end café-bar at Belfast International Airport has seen a major investment as part of a strategic refurbishment programme this Summer.

The Mount Charles Group, who manage the outlet, has revitalised the brand identity to better meet consumer trends and demands, improved the menu choices and customer queuing system, while also increasing capacity by 60 additional seats.

Fed & Watered first began operating at Belfast International Airport in 2011 with an investment of £1 million on what was then the Mount Charles Group’s first retail brand.

Margaret Allen, Capital Projects Manager at the Mount Charles Group was responsible for driving the project. She said: “Since its conception the brand has gone from strength to strength, with further outlets opening in Exeter Airport and the landmark Obel Building in Belfast.

“While the brand and the offering have evolved over the past four years, we took the decision earlier this year to execute a more significant brand refresh. The first part of the project was to work with our designers to reconsider the logo and associated corporate livery.

“The logo is now much brighter and friendlier than it was previously, with the black theme replaced with a fresh shade of duck egg blue. The result is a brand identity with more personality and improved visual impact.

“It was important for us to help make the purchase journey more enjoyable for passengers. With this in mind we created larger, easier to digest menu boards that really emphasise our daily deals and promotions, not to mention our dedication to local produce.

“We’ve also developed a new and improved cocktail offering so passengers can start the holiday early!”

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Fed & Watered at Belfast International Airport employs 30 people, with a new manager and Executive Chef coming on board as part of the strategic changes.

Margaret said: “Ultimately all of these changes have been implemented to allow us to offer a product and service that is of the highest possible standard and which can rival any high street brand within an airport setting.

“The updated brand assets have future-proofed this part of our business, and will now be rolled out across our other Fed & Watered outlets, thus strengthening brand confidence and consistency across the portfolio,” she added.

For more information on the Mount Charles Group visit www.mountcharles.com

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