February 3 2025  |  Food & Beverage

Guest Column: 2025—A year of momentum and strategic growth at En Route

By Nick Wiley, Global Managing Director, En Route International


2024 was another remarkable year for En Route International in our post-COVID journey. We completed a significant brand refresh, redefined our company values, and solidified our position as a leader in the travel catering industry. These milestones have created a strong foundation, positioning us to achieve even greater heights in 2025. As we step into this pivotal year, we are ready to build on our momentum and drive strategic growth across the globe.

Reflecting on 2024

Last year marked a critical period of evolution for En Route. Our brand refresh was not merely cosmetic; it was a reflection of our renewed commitment to innovation, customer focus, and excellence. We also relaunched our core company values, aligning them with the needs of our customers and the aspirations of our teams. These efforts set the stage for the final quarter of 2024, where we focused on achieving key targets and initiating planning for the next financial year. With a clear vision in place, we are entering 2025 energized and prepared to make an even bigger impact.

2025: A defining year

This year promises to be a defining one for En Route. We are expanding across all of our key global markets and strengthening our partnerships through trust, collaboration, and shared goals. At the heart of this effort is our new value, “Represent the Customer,” a principle that drives us to build long-term, meaningful relationships with our clients. This value embodies our mission to deliver exceptional service and innovative solutions tailored to our customers' needs.

To ensure we remain aligned and consistent, and deliver for our customers we are going to be focused upon embedding category plans across the whole of our business. Guided by our Executive and Senior Management Teams, these plans will harness expertise, supplier capability and industry insights to foster innovation and operational excellence.

Global Presence and Industry Engagement

A cornerstone of our strategy in 2025 is enhancing our global presence. By attending pivotal industry events such as WTCE, IFSA, and the OBH Forum Asia, we aim to showcase our value to the travel industry and expand our reach. Additionally, we are proud to partner with Emirates at various global events, offering our signature Cheese Experience to support their expansion and growth plans.

Last year, we supported events at Emirates Old Trafford during cricket season, the DP World Tour, and Rugby 7s in Dubai. As we finalise our 2025 schedule, we are excited about new opportunities to engage with partners and customers. There will be further updates on our upcoming activities shortly.

Our people: The heart of En Route

Our people are at the core of everything we do. This year, we are focused on fostering a high-performance culture by investing in our teams and embedding our refreshed values into every aspect of our operations. These values serve as our compass, guiding us to deliver innovative, customer-centric solutions and staying true to our purpose of making every journey better.

Looking ahead

2025 represents a year of opportunity, momentum, and further growth for En Route. As the travel industry continues its remarkable recovery and expansion, we are committed to enhancing the passenger experience through high-quality, innovative solutions. By enabling travellers to explore new cultures through superior products and services, we aim to redefine what’s possible in the travel catering space.

We are excited to shape the future of travel, together with our partners, customers, and teams. Here’s to a year of strategic growth and new horizons.

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