Australian War Memorial

Client: Australian War Memorial

Performance improvement strategy leads to a renewed contract partnership and significant growth in sales for the Australian War Memorial’s café and function operations.

The Project

The Australian War Memorial is the most highly visited cultural
institution in the ACT. It holds a deep and significant importance
to Australians. Commercial operations including cafés and
functions support its ongoing operation as a place of education
and remembrance, as well as making the War Memorial widely

Leading up to the centenary of the Gallipoli landing, the War
Memorial developed Poppy’s Café to provide a more compelling
dining offer for visitors to the War Memorial. Programming for the
opening of Poppy’s focused on the need to provide a compelling
visitor experience through the commercial operations at the War

Our Role

To inform the structure and options for outsourcing café and
function operations at the War Memorial, The Maytrix Group
completed a commercial analysis and forecasting, competitive
benchmarking and options analysis and transition planning.

Working closely with key stakeholders to capture the Memorial’s
aspirations in appointing a catering partner, The Maytrix Group
developed the scope and commercial terms for appointment of
the contract and facilitated the mobilisation of a new contractor,
concurrent with the opening of Poppy’s Café and launch by the
Prime Minister.

Clear performance standards, developed through the planning
phase, provided the basis for a cooperative contract partnership,
transforming the experience, food offer and service standards
at the War Memorial. The Maytrix Group continued to work with
the Memorial and the appointed operator following transition,
including the development of a marketing strategy and plan
and merchandising of the outlets to enhance the offer and

The appointment of a new operator resulted in a significant uplift
in sales and return through commercial operations and increased
visitor satisfaction.

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