Melbourne Cup 2025 – Your Game Plan for Foodservice Success

Melbourne Cup 2025 – Your Game Plan for Foodservice Success

Next Tuesday isn’t just another big day — it’s one of the few truly national hospitality opportunities of the year. For venues, caterers, and suppliers, this is a moment to ride the momentum and deliver a service that stands out. Here’s how to make it work.

The Big Picture — Australia’s Race Day Opportunity

Melbourne Cup isn’t just a Victorian event — it’s a national celebration that fuels hospitality across the country.

• In 2023, the Cup Carnival generated an estimated $468.3 million in economic benefit within Victoria alone, with $32 million spent on food and beverages. Nationally, the 2024 Carnival went even further, delivering a $1 billion plus boost to the Australian economy, according to the latest data.
• On Cup Day itself, around 91,000 people attended Flemington, but millions more took part through cafes,  restaurants, and catering

The takeaway: demand is strong, and it’s national. Even if your venue is nowhere near the racecourse, your guests are still looking for a reason to celebrate — to dine out, socialise, and spend.

What That Means for Your Venue

1. Start early with bookings
   With the event next week, your marketing window is short. But that means you must act immediately: promote your menu, lock in bookings, advertise early-bird specials or minimum spends.

2. Design your menu to fit the occasion
   Guests expect something a bit special: not just “as usual.”

   • Share/ grazing boards work well (higher margin, social atmosphere).

   • Smaller hot items/finger food + premium mains.

   • Highlight local produce or native ingredients – a little “Australian flavour” resonates.

   • Don’t neglect non-alcoholic options. A younger crowd and non-drinkers will expect something good.

3. Price and package smart
   The recent figures show that spending is growing. You can reasonably set higher price points for this day — but you must deliver value. Bundle: drinks on arrival, race-day dessert, themed touches. Packages are easier to sell and easier to run.

4. Manage service & timing
   The race day schedule means you’ll have peak windows: arrival, lunch, and post-race drinks. Build your service flow accordingly:

   • Early arrivals: welcome drinks/canapés on arrival.

   • Main lunch window: efficient service, good kitchen planning.

   • After-race: keep beverage service flowing, add dessert plates, encourage lingering.
     Having clear windows helps you manage covers and staff.

5. Upsell opportunities count
   Use this day to boost average spend per head: premium drinks (sparkling, craft beer flights), add-ons like truffle fries, artisan desserts, special cocktails. Make the “special” clear.

6. Create mood & environment
   The atmosphere matters. Race day isn’t just the food — it’s the buzz. Décor, music, screens showing the race, themed signage — little extras can help lift spend. Younger crowds especially appreciate “experience” as much as “meal”.

7. Follow-up. Repeat business.
   Don’t treat this as a one-off. Use the day to build relationships: capture guest data, send a thank-you or repeat-booking offer for another major event, and get social follow-up photos. so important! This can contribute to rinse & repeat content.

Learnings From Recent Years – What to Avoid

• Don’t assume standard service is enough. With food and beverage spend growing, guests expect more. If you don’t elevate your offer, you risk missing out.

• Avoid slow service/catch-up. On big trading days, delays kill momentum. If the kitchen or bar is overloaded, guests may leave early or spend less.

• Don’t neglect the non-drinkers. High spending doesn’t just come from alcoholic drinks. Offering good non-alcoholic drinks (mocktails, premium softs) prevents losing a segment.

• Don’t wait until the day. Marketing and menu decisions must be locked in now. With one week to go, if you’re still deciding, you’re behind.

• Avoid one-size-fits-all menus. Especially given younger guests = expect flexibility, sharing, and social dining. A rigid formal menu may limit your appeal.

Your Checklist for the Week

• Finalise your menu special for Cup Day (share boards + mini mains + premium drink add-ons).

• Promote the offer: website banner, social post (LinkedIn, Instagram), email blast.

• Secure bookings & set minimum spend or per-head spend where needed.

• Brief your team: theming, seating flow, service windows, upsell prompts.

• Order stock accordingly: premium beverages, non-alcoholic high-end drinks, and ingredients for special menu items.

• Set décor: signage, maybe racing colours, screens if possible, background music.

• Prepare follow-up: Capture guest emails, plan thank-you email or “see you again” offer. Repeat, repeat, repeat

• Review cost/margin: know your food cost and drink cost, ensure specials don’t erode margin.

Most of all, enjoy the vibe and have fun!