The Australian Grand Prix revs up its most competitive pop-up program yet
The Formula 1 Australian Grand Prix will return on March 5-8, bringing together not just fans of Lando Norris and Oscar Piastri but also showcasing some of the best hospitality pop-ups the event has hosted to date.
The grand prix has evolved beyond a global sporting competition into a high-value commercial platform for hospitality and food operators, with pop-up tenancies now forming a fundamental part of the attendees’ experience.
While temporary, these retail environments offer something increasingly difficult to secure in traditional bricks-and-mortar settings, and that’s access to hundreds of thousands of highly engaged consumers actively seeking to spend. In 2025 alone, more than 465,000 spectators passed through the gates of Albert Park, setting a new attendance record for the event, and this year is expected to draw similar crowd numbers.
“It’s a unique opportunity for brands to showcase their offerings to hundreds of thousands of engaged fans who are open to trying something new and are looking to enhance their event experience,” said Daniela Gomes, division manager – customer operations at the Australian Grand Prix Corporation.
She added that the event also gives brands an opportunity for major growth.
“Being part of major events allows operators to test concepts, build brand awareness, and connect with customers in a way traditional retail typically can’t replicate.”
As the event has matured, Gomes says the food and beverage offering has moved beyond a one-size-fits-all approach to a more curated mix that reflects Melbourne’s evolving food culture and increasingly diverse audience.
“We’re not only offering a greater variety in cuisines but more importantly, a stronger representation of local Melbourne brands,” she said.
“When fans reflect on the event, we want them to feel that not only was the racing outstanding but the food was delicious, the drinks were memorable, and the overall experience felt unmistakably Melbourne.”
Vendors including Hochi Mama, Lune, Gelato Messina and Zeus Street Greek will sit alongside Baba’s Deli, CDMX and Charrd Burgers, while Oval 20 will host operators such as Royal Stacks, Suzie Q and Tennessee Wingboys.
Elsewhere across the circuit, concepts from 400 Gradi, Jimmy’s Deli, El Jannah and Acai Brothers will activate trackside locations, including Motorsport Straight and Pit Stop Park.
A similar activation strategy was also successfully executed at the Australian Open this year, which attracted a record 1.36 million visitors through the Melbourne Park precinct during the tournament, including more than 217,000 attendees across Opening Week alone. With 20-plus precinct food outlets available each year, some of the 2026 vendors included Entrecote, Fishbowl, D.O.C., and Shake Shack, to name a few.
While food quality remains a key consideration, Gomes says the ability to deliver consistent output in a fast-paced, high-volume environment is critical when assessing potential partners for the grand prix.
“Ultimately, we want pop-ups that elevate the event and leave guests saying that the food and beverage was a highlight of their day,” she said.
