National Gallery of Australia

National Gallery of Australia

Client: National Gallery of Australia

Commercial planning and procurement strategy boosts food and beverage services at the National Gallery of Australia


The Project

National Gallery of Australia, located in the parliamentary triangle on Lake Burley Griffin in Canberra, offers four cafes and additional pop-up installations, which are an integral part of the visitor experience. The operational and commercial returns from retail and function catering is a key component of the success of the NGA’s commercial interests.

NGA sought to appoint an experienced caterer to provide a quality offering to visitors which would enhance the gallery’s brand and increase revenue from catering services.

A business and marketing plan was also required for the retail and functions catering operations at the gallery.

Our Role

The Maytrix Group was engaged to manage the catering tender process and produce a business and marketing plan for catering operations. A pre-tender analysis and benchmarking process was carried out to qualify operational and commercial aspirations for the contract and inform the specifications for the expression of interest. Commercial performance and associated gallery visitation was used to help frame and develop an analysis of opportunities for improvement.

This framework informed the preparation and negotiation of a robust contract and performance indicators, and to monitor and manage the catering operations.

A series of workshops with key stakeholders as well as detailed market research informed strategic opportunities and priorities for both retail and functions food and beverage services.

A robust business and marketing plan provided the necessary framework for the NGA Board to assess ongoing commercial expectations. Proposed product improvements have been realised and have provided a significant commercial return to the Gallery with associated improvement in visitation.

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