THE CHALLENGE
Moonee Valley Racing Club wanted to expand their well-respected catering offering to a wider market and focus on big off-course events in need of world-class support for their entertaining.
STRATEGY
Based on a strongly strategic approach developed using MOP’s bespoke brand methodology, the goal was to create a completely new name and business for the catering service that said “leading edge quality for discerning people”. Dean & McPherson, named after the intersecting streets where Moonee Valley Racing Club is geographically located, thus has a strongly “upmarket” tone and look that was greeted enthusiastically by staff and clients alike.
RESULTS
After a very successful launch catering for the at the World Cup of Golf, Dean & McPherson is now set to be a big player in the catering industry, focused on major corporate entertaining where there is an absolute need for style, professionalism and imagination.