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BaxterStorey has been named as the first ever Business & Industry sector caterer to achieve ‘World Class’ status by Hospitality Assured, the quality standard developed by the Institute of Hospitality.
Hospitality Assured assesses nine steps of the Hospitality Assured standard; from customer research and business planning to service delivery and how organisations use customer feedback to improve services. It is the only standard within the hospitality sector that focuses on the customer experience and continuous improvement. BaxterStorey scored higher than 80 per cent for all nine steps, awarding them the prestigious World Class status.
Described as “vibrant and cool” by assessors, the hospitality business received a 86.4 per cent mark in 2023, placing BaxterStorey on the leader board as the highest scoring organisation currently in the Hospitality Assured framework. The sector average score is 73.2 per cent.
As part of the rigorous assessment process, which included observing working practices, and service and team interaction, the assessors also interviewed 86 BaxterStorey team members, visiting 11 sites based in the South Midlands and South East operated by BaxterStorey including Wellcome Genome, Babraham Research Campus and Red Bull Racing.
Particular mentions were given to the launch of BaxterStorey’s Obsessed culture, spearheading initiatives including Project Knead, training over 200 bakers with the skills to create fresh baked goods at locations; customer nutrition workshops ‘Food and Mood’ and Obsessed labs, six UK training hubs providing ‘hands in the flour’ experiences. As well as its sustainable practices and alignment to the UN’s Sustainable Development Goals, with supplier partnerships including Waste Knot, which rescues surplus veg; and Extract Coffee with alignment in values around ethically sourced coffee and supporting local communities.
Max Lawrence FIH, Director of Finance and Administration at Hospitality Assured, said: “BaxterStorey has taken part in the Hospitality Assured assessment for 20 years and to achieve substantial growth in score at this level of 3.2% to 86.4% is an iconic achievement.
“The business has seen an incredible transformation post covid, emerging with a new brand identity and voice, whilst remaining true to the founding values of fresh food and great service.”
Peter Kent, Managing Director, BaxterStorey, commented: “We have been on a significant journey the past few years, with the pandemic giving us as opportunity to reflect and reset. The launch of our new brand has supercharged our teams to deliver even better hospitality experiences, but with the same energy, innovation and focus on delighting the customer.
“We are extremely proud to see our craft, creativity, and commitment to training and development recognised in our highest ever score.
“We know the positive impact training and development has on our teams as they learn and find confidence; nurturing talent and championing individuality is how we will continue to grow both the business and the industry.”
Ahead of the accreditation, BaxterStorey was also awarded the Hospitality Assured 25th Anniversary Award. Announced at a black-tie event, held at Hilton London Bankside, the Awards recognise “the highest standards of service excellence with integrity, passion, and a true customer focus”.
BaxterStorey provides hospitality services for a wide range of customers at over 1000 locations through restaurants, café bars, deli operations and executive dining rooms, employing more than 8,500 people.
