Future Food provided the overarching food and hospitality strategy for Stadium Australia.

Lead Architect, Populous appointed Future Food in late 2019 to provide assistance to the incumbent caterer Venues Live, to provide an overarching strategy for a complete F&B solution, stadium wide. From the general admission concessions through to the premier hospitality spaces of the highest-level corporate suites and member experiences, our strategy provided menus and concepts for a full range of offers, experiences and positioning levels.

The core philosophy of the strategy was alignment of the individual offers to the identified patron groups. Rather than focussing on the Stadium as a whole unit we provided each patron experience with a complete operational overlay and menu aligned to the overarching stadium vision. Maximisation of revenue was a key strategy driver to ensure that a sustainable business model would be achievable.

This redevelopment of one of Australia’s premier venues will be a global benchmark once again when it is delivered to the people of Sydney in 2026.

Business of Food Highlight: 

• Optimised the provision of F&B outlets.

• Streamlined the F&B for member & corporate tiers.

• All of these initiatives will enable the Stadium to provide customers with increased levels of service, which in turn maximises revenue.

Customised Food & Hospitality Services

• Scheme Assessment - Customised for Hospitality Environments

• F&B Strategy - Vision, Positioning & Mix