Ascot Racecourse

Ascot Racecourse

Behind the scenes at UK's most prestigious racing event

Royal Ascot

Ascot Case Study

Royal Ascot is Britain’s most prestigious racing event with upwards of 250,000 people visiting the event every year. After two years of disruption from the Covid pandemic, Royal Ascot returned in 2022 with the largest offering of food and beverage units the event had ever seen.

HGEM's solutions were put in place for the event to ensure visitor expectations were met and exceeded.


Before utilising HGEM's services, Ascot faced the following issues:

The Parade Ring Restaurant Royal Ascot Afternoon Tea designed by Ascots Gemma Amor and p Étissiäre Claire Clark 2


Ascot Racecourse Parade Ring


We saw a positive performance trend over all food and beverage sites visited across all enclosures. The average rating across all units improved by 6.25% from Day 1 to Day 5.

We were able to support individual units with real-time feedback, to help them improve performance during the event. A couple of examples:

Royal Ascot
  • Jonathan Parker Logo

    We work so well with HGEM because they understand what a world-class experience should be like.

    Jonathan Parker | Managing Director | 1711 by Ascot

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