The trend towards brand profileration within hotels continues with the news that Jamie Oliver has entered a partnership with Scandic Hotels. The partnership will run for three years with a focus on different target groups each year. The first year will be devoted to children, who from this summer will be able to try out completely new menus at all 150 of Scandic's hotels. Traditional meals will be revamped and accompanied by new dishes, naturally prepared using organic ingredients. Could this be the start of a long overdue revamp of children's menus in hotels? Let's hope so.
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