Ryder Cup 2023
IMPACT
APPROACH
We adapted our menus to include the flavours of Italy to provide an authentic experience to eventgoers. Working with local operators, food stalls served a range of Italian classics including pasta and gourmet olives, to fried octopus sandwiches and authentic focaccia. We delivered workforce dining, serving over 25,000 diverse and nutritious meals.
With data-driven forecasting, stock was delivered to over 100 outlets across the site throughout the event by our BRCGS-accredited Foodservice solution. Working with a range of local wholesalers we reduced our negative environmental impact and we showcased the best of Italy.
Industry-leading Grab & Go activations were developed in partnership with Pepsi, the main beverage sponsor of the tournament, to launch their new brand identity and activate the Gatorade brand to a global audience. These convenient Grab & Go activations delivered eye-catching branding allowing customers to choose from a wide range of Pepsi soft drinks and snacks. The concept complimented the flow of spectators synonymous with golf. The quick service and wide product selection was popular with fans keen to get back to follow their favourite team.
Our teams delivered premium activations for several of the Ryder Cup sponsors including Pepsi, Peroni, Hilton, Citibank and Elijah Craig. These included bespoke bar builds, branded POS and merchandise, uniform for team members, and training to ensure the perfect serve was always executed.
All menus were provided in dual language to appeal to the international audience. Bespoke fascias and branding were applied to every outlet to create a consistent brand experience. The FEP team provided content creation services including outstanding photography & videography and food provenance stories. Working with the European Tour we integrated this content into a range of customer touchpoints including the interactive app, website, wayfinding signage and social media.
In conjunction with Peroni, our Bars division built and ran marquee bars from which nearly 500,000 drinks were served. Hawking team members were deployed around the golf course with a choice of ice cold alcoholic and soft drinks.
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