The ONE Group and STK – Feeding the Super Bowl
The ONE Group and STK restaurants, Super Bowl is a lot more than offering a cocktail special or having a viewing party on-premise
While the value of being involved in the Super Bowl—hands down America’s largest annual sporting event—is not lost on companies and brands in this country, for The ONE Group and STK restaurants, Super Bowl is a lot more than offering a cocktail special or having a viewing party on-premise. Instead, they are in the business of feeding the Super Bowl as the exclusive food vendor for VIPs attending major Super Bowl events, including On Location Experiences’ Super Bowl party on game day at the NRG Center, and being the official food purveyor for the VIP attendees of the DirecTV and Pepsi three-day concert series leading up to the big game.
STK has become a serious player in catering to the sports set. The company as a whole does big business in off-site activations, and they are currently gearing up for the big event in Houston. From an operations standpoint, here’s what this looks like:
- Hiring over 800 employees in the local Houston area to staff the events (STK-only staff, not servicing other vendors)
- Over 40 STK team members flying in from across the US to staff and oversee the events, from chefs, to marketing personnel (many of whom are in fact ALREADY on-site getting ready, training staff etc.)
- Serving over 50k people within a four-day window…that includes roughly 1100 lbs. of ribeye, 720 lbs. of potatoes, approx. six hours spent preparing risotto, 900 lbs. of pork, and the list goes on!
STK is in a unique position as a national restaurant brand to bring what they do in their 11 locations nationwide to a broad and hungry audience, all without being a formal catering company OR local Texas chef/brand. Having participated in these large scale Super Bowl events for the last three years, the brand knows that is also makes a valuable impact on the local economy via hiring local talent and utilizing local purveyors when possible. Plus, STK is working with the Houston Food Bank to donate all left over items from the events in 2017.
We have a lot of great data to share about STK’s work with these VIP Super Bowl parties, and can offer anecdotes to about what the Super Bowl means for their business based on past participation. Please let me know if you’re interested in learning more or interviewing some key team members on what it takes to feed the Super Bowl.