National Gallery of Australia

National Gallery of Australia

Client: 0

Development of a commercially robust food and beverage offering through procurement and further planning, providing improved commercial return to National Gallery Australia with an associated increase in visitation.

The Project

National Gallery of Australia (NGA) is located in the parliamentary triangle on Lake Burley Griffin, Canberra. NGA consistently provides an exciting exhibition program and presents at least one major exhibition annually. Catering is an integral aspect of visitor experience and visitors to the Gallery engage through the 4 cafes and additional pop-up installations during major exhibitions. The operational and commercial returns from retail and function catering is a key component of the success of commercial interests of the NGA.

To appoint a qualified and experienced caterer capable of delivering on NGA’s vision for visitor services, provide a quality function offering to assist in differentiating NGA functions and support NGA’s brand position, whilst growing the critical revenue stream from catering services. To inform a catering agreement which provides a robust contract framework and performance indicators to enhance catering operations.

Pre-tender analysis and contract benchmarking qualified operational and commercial aspirations for this contract and informed the preparation of expression of interest specifications which clearly articulated these objectives. The Maytrix Group informed the preparation of and negotiation of a robust contract and performance indicators, which provides a positive framework to monitor and manage catering operations at the Gallery.

The appointment has supported NGA’s aspiration to differentiate its catering operations in the local market. The appointment has resulted in an improved offer and customer engagement, increased sales and enhancement of the NGA brand through its catering operations.


The Maytrix Group were recently engaged by the National Gallery Australia Board to develop a business and marketing plan for the retail and functions catering operations at the gallery.

The Maytrix Group charted commercial performance and associated gallery visitation to help frame and develop analysis of current commercials and opportunities for improvement.

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. This was included in the final draft of the business and marketing plan against
key performance indicators to enable ongoing analysis by the client.

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

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