Extending the Puck brand to catering operations at leading cultural institutions
The Situation

Wolfgang Puck Catering is best known for high-profile assignments like serving 1,600 guests each year at the Governor’s Ball following the Oscar® ceremony. The bulk of the operation’s $150 million in annual revenue, however, comes from extensive operations at leading cultural institutions throughout the United States including the Institute of Contemporary Art, Boston, the Georgia Aquarium, the Newseum in Washington, D.C. and a score of others.

The Solution

We helped position the Wolfgang Puck Catering group for a new opportunity for a contract to run all catering operations—from fine dining to grab-and-go self-service carts—at the AT&T Performing Arts Center in Dallas. In addition to showcasing the organization’s stellar track record of successful culinary and financial performance, we created an ‘envisioned future’ that dramatized the potential of leveraging the Wolfgang Puck brand assets to inspire demand outside the Center’s peak performance hours. With sample menus, mock restaurant reviews and other prototypes, we helped the group convince the center that leveraging the global Puck brand would make each guest’s experience bespoke, delicious and memorable, leading to the award of an exclusive long-term contract.