DO & CO: Crafting Luxury in the Fast Lane (A)

In July 2023, Attila Dogudan, the chairman of DO & CO, a renowned international catering firm, found himself in a deep conversation with his two sons about a potential new venture: catering for the Las Vegas Grand Prix, a significant step beyond their 31-year history of providing services at F1 races. DO & CO, known for its diverse business interests including airline and event catering, restaurants, hotels, and retail, had shifted its strategic focus more towards catering in response to the significant impacts of the COVID-19 pandemic on the airline and tourism sectors. The Las Vegas Grand Prix, slated for November 2023, presented a set of unique challenges and opportunities. It required a significant increase in manpower—three times the usual staff—as well as capital investment for additional kitchen equipment. Additionally, the event's nighttime schedule presented a new dynamic, potentially affecting visitor expectations and the overall service experience. The Dogudan family, while mindful of these challenges, also recognized the strategic importance of this event. Successfully executing the Las Vegas Grand Prix could reinforce their position as a premier catering service in the highly competitive event catering industry. However, the stakes were high; any missteps could risk their long-standing reputation with F1. The complexity of the decision was further compounded by the involvement of multiple consulting firms and stakeholders, each bringing their perspectives and expectations to the planning process. They needed to decide how best to navigate this intricate and potentially rewarding opportunity.