Mobile Coffee Catering Service at ICE London 2023 | Social Espresso
February 2023 marked the full-scale return of ICE London, the world’s largest international gaming exhibition. After years of disruption — including a pandemic cancellation in 2021 and a smaller edition in 2022 — the event came back bigger than ever. ICE occupied all 41 halls of London’s Excel, spreading across 51,466 square metres and welcoming more than 40,000 industry professionals over three days.
For many, ICE is more than a trade show. Branded as “World Gaming Week,” it combines exhibitions, high-level conferences, start-up showcases, esports, and networking into one landmark event for the global industry. Against this backdrop, Social Espresso’s mobile coffee catering service helped exhibitors transform their stands into welcoming hubs, keeping visitors refreshed while creating space for meaningful conversations.
Our Third ICE Appearance
Social Espresso had already delivered coffee at ICE before, but 2023 felt like a milestone. The scale was remarkable, with record attendance and the return of all the major international suppliers. Exhibitors who had previously experienced our service invited us back, while new clients saw coffee as a way to stand out among more than 650 competing stands.
Our role was clear: provide a reliable mobile coffee catering service that would make exhibitors’ stands approachable and memorable. Coffee gave visitors a reason to pause and engage, turning short encounters into longer conversations. For exhibitors, it was an effortless way to add hospitality without the stress of managing it themselves.
Coffee as a Hub for Connection
Exhibitions of this size can feel overwhelming, but a mobile coffee bar creates a focal point. At ICE 2023, our professional baristas served a full menu of espresso-based drinks, teas, and alternatives, using carefully selected beans and equipment trusted by the industry.
Every drink offered exhibitors a way to welcome visitors, extend their time on the stand, and start a conversation. Branded cups and stencils ensured that the exhibitor’s identity stayed visible in visitors’ hands as they moved around the halls. In a setting where visibility matters, these small touches made a real difference.
Behind the Scenes: Delivering at Scale
Supporting multiple exhibitors across 41 halls required meticulous planning. Over the three days, each of our stands delivered more than 1,000 coffees — meaning thousands of drinks served in total. The team went through more than 50 kilograms of coffee beans, with every shot poured consistently thanks to our expert baristas and equipment.
Our La Marzocco coffee machines, known throughout the industry as true workhorses, handled the high demand with ease. They delivered the reliability needed to keep our coffee catering service flowing, even during the busiest periods of the show. For exhibitors, this meant peace of mind: their coffee service was seamless, dependable, and always ready when visitors arrived.
Installation was smooth, with each bar set up quickly to integrate into the design of the stand. Supplies were managed so there were no interruptions, and baristas stayed professional and approachable throughout long exhibition days. For clients, it was effortless — the service blended into their stand while we handled every detail.
ICE London 2023 in Focus
While our focus was on coffee, the scale of ICE 2023 was striking. The exhibition set new records:
- 40,000+ unique attendees and 79,000 return visits across three days.
- A sold-out ICE VOX conference programme, expanded for 2024 due to demand.
- The Pitch ICE pavilion, showcasing 14 start-ups to investors and visitors.
- The Consumer Protection Zone, focusing on responsible gambling.
- A lively ICE Esports Arena highlighting a rapidly growing sector.
- The debut of the High Street Hub, created in partnership with the Gambling Business Group.
These features reflected the diversity and ambition of the industry. For us, they also meant a steady flow of visitors throughout the halls. Our bars were busy from morning until late afternoon, serving an international mix of delegates — from senior executives to start-up founders — all taking a moment to pause with a coffee.
Results for Exhibitors
The impact of offering a mobile coffee catering service was clear. Exhibitors told us their stands felt busier and more approachable, with visitors staying longer to enjoy a drink. Staff found it easier to begin conversations, and branded cups helped reinforce messaging beyond the stand itself.
The numbers tell their own story: more than 1,000 coffees per stand in three days, thousands of conversations supported, and over 50kg of coffee beans brewed. At ICE’s scale, these were not just drinks — they were touchpoints that helped exhibitors create stronger connections with potential partners and clients.
A Little Something Extra!
ICE is one of the few large exhibitions we do that’s alcohol friendly for its guests! You may not know, but alongside our mobile coffee bar for exhibitions, we provide high end cocktails (edit – September 2025 – this service is now delivered through our sister company Bar Creative – barcreative.co.uk). This year at ICE we had our expertly crafted espresso martinis at the ready! Rich, a member of the Social Espresso team, is not only a pro barista, but can handle his own when it comes to mixology. Using our in-house roasted specialty coffee as the base of our espresso martinis, really elevates the flavour of the cocktail, which is perfect for clients that expect high end refreshments. Along with the barista coffees on the stand, Rich crafted over 200 espresso martinis for happy delegates throughout the event.
Looking Ahead
ICE 2023 showed what happens when the gaming industry comes together at full strength. For Social Espresso, it reinforced how valuable hospitality is within the exhibition space. A professional mobile coffee catering service doesn’t just keep people refreshed; it creates the conditions for better engagement.
With ICE 2024 already booking out fast — more than 80% of space re-reserved before the 2023 show had even ended — demand is set to grow. Exhibitors are increasingly recognising that high-quality coffee service is not a luxury but a smart investment. Whether it’s a small branded bar or a multi-stand delivery, Social Espresso is ready to support them.
Key Takeaways
- Coffee attracts visitors: A mobile coffee catering service helps stands stand out and gives staff an easy way to start conversations.
- Proven at scale: Each of our stands at ICE 2023 served over 1,000 coffees in three days, using more than 50kg of beans.
- Reliable equipment and team: La Marzocco machines and experienced baristas delivered consistent quality without interruption.
- Flexible, branded service: From custom cups to seamless integration, our service supported exhibitor goals while keeping things simple.
Get in Touch
Social Espresso have been providing our high quality Mobile Coffee Catering Service for Exhibitions, Trade Shows, Conferences, Press Days and Product Launches since 2016, across the UK and Europe. Our coffee is produced to the highest standard to give your event something extra special! How can we help you?
Call us: 020 3808 9126
Or simply request a quote and we’ll get back to you!