The British curry club has arrived

A new organisation dedicated to promoting the British spice industry and encouraging more consumers to visit curry establishments has been launched.

Headquartered in Cardiff, the new organisation encompasses both restaurants and takeaway establishments throughout the UK and is being launched with a £1 million marketing spend.

Mike Ahmed, chief executive of the British Curry Club said: "Our aim is to both represent the interests of the UK spice industry and to widen the appreciation of curry through national marketing and promotional programmes designed to encourage more people to visit curry establishments and on a more regular frequency.

"Our target is to represent the 12,000 curry houses in the UK, which employ some 80,000 workers and contribute an estimated £3.5billion to the British economy. Although large in number, the spice community is largely comprised of independent family-run businesses, they face huge competition from chains and franchises in other sectors of the food industry with large marketing budgets."

A cornerstone of the British Curry Club will be the issuing of over a million 2 for1 membership cards to the public, entitling consumers to discounted meals in member restaurants and takeaways.

Both restaurants and consumers will join the British Curry Club in order to take advantage of the organisation's promotional campaigns.

To register and promote restaurant membership a team of twenty British Curry Club account managers are operating throughout the country. They will be working with spice establishments to ensure that the Curry Club's range of Point of Sale support material is effectively displayed for maximum public awareness.

To find out more about the British Curry Club, or to subscribe as a member restaurant visit www.britishcurryclub.co.uk

Words: Clare Riley

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