Small vs Large Event Coffee Service in Melbourne

Step 1 – Estimate Real Coffee Demand

Planning should begin with demand modelling rather than headcount alone.

Guest Profile

Not every guest will order coffee. Consider:

• Corporate weekday morning event: 70–85% uptake

• Afternoon networking: 40–60%

• Evening wedding: 25–40%

Understanding audience behaviour helps determine staffing and service models.

For Melbourne-based corporate functions and activations, uptake is typically higher during arrival windows, especially when integrated into structured programming such as conferences or exhibitions.

Service Window

A 2-hour service does not mean evenly distributed demand.

Large events often experience:

• 60% of orders within first 45 minutes

• High pressure during scheduled breaks

Small events often have:

• More gradual ordering

• Longer guest dwell time

Peak window forecasting determines whether one station can manage demand or multiple coffee points are needed.

Peak Time Considerations

Peak demand planning must address:

• Machine capacity

• Milk storage

• Order flow

• Queue length tolerance (corporate events typically expect <5–8 minutes)

If guests wait too long, satisfaction declines quickly.

Step 2 – Choosing the Right Service Model

Different event sizes require different service structures.

Unlimited Service

Common for:

• Corporate appreciation events

• Weddings

• Brand launches

Best for predictable timeframes and hospitality-led experiences.

Small events benefit from unlimited service because capacity pressure is lower. For large events, staffing must scale accordingly.

Capped Serves

Used for:

• Budget-controlled activations

• Short peak windows

This model works well when token-based distribution controls demand.

Multiple Stations vs Single Cart

For 150+ guests within a short window:

• Consider multiple carts or dual-machine setups

• Position stations at opposite ends of venue

• Split queues by beverage type if needed

Large corporate setups often integrate branded coffee stations within wider event production, similar to structured event setups seen in Melbourne’s professional event environments through tailored corporate coffee setups.

Step 3 – Staffing and Throughput Planning

Barista workflow determines service speed.

Throughput depends on:

• Drink complexity

• Milk steaming cycles

• Payment process (cashless preferred)

• Cup branding preparation

Staffing Guidelines

• 30–60 guests (light peak): 1–2 baristas

• 100–200 guests (moderate peak): 2–3 baristas

• 300+ guests (heavy peak): 3+ baristas or dual stations

Throughput improves when:

• Menu is simplified

• Orders are taken while drinks are prepared

• Baristas focus on task specialization

Queue design also matters. Single-line queue feeding two baristas reduces confusion in high-volume environments.

Step 4 – Venue and Site Requirements

Venue logistics can impact feasibility more than guest count.

Power and Electrical

Mobile coffee carts typically require:

• Dedicated 10–15 amp power supply

• No shared high-load appliances on same circuit

• Safe cable management

Space and Access

Consider:

• Minimum 2m x 2m space for compact carts

• Clear access for bump-in and bump-out

• Floor protection if indoors

• Waste removal route

Large events often require staging coordination to avoid congestion during setup.

Indoor vs Outdoor Planning

Outdoor events require:

• Weather contingency

• Wind management

• Stable flooring

• Covered setup

Melbourne weather variability makes contingency planning essential.

Compliance Considerations

Temporary event food service must comply with Australian food safety standards under Food Standards Australia New Zealand (FSANZ) guidelines for temporary food premises.

Planning should include:

• Safe milk storage

• Hand hygiene process

• Waste disposal

• Cleaning schedule

Compliance builds trust with venues and event organisers.

Step 5 – Menu Strategy for Different Event Sizes

Menu engineering significantly impacts service speed.

Speed-Focused Menus (Large Events)

Best for high volume:

• Espresso

• Flat white

• Cappuccino

• Latte

• Long black

• Hot chocolate

• Limited milk alternatives

Reducing menu complexity increases throughput.

Full Café Menus (Small Events)

Smaller gatherings can support:

• Alternative milks

• Decaf

• Specialty syrups

• Tea options

This enhances hospitality experience.

Dietary Coverage

Always include:

• Dairy-free milk

• Decaf option

• Non-coffee option

Clear menu boards reduce ordering delays.

Step 6 – Branding and Guest Experience

Large events offer greater branding potential.

Branded Cups

• Logo-printed cups

• Custom sleeves

• QR codes

This works particularly well for exhibitions and corporate launches.

An example of a strong branded activation approach you can found in custom cart activation case, where coffee service became part of a broader marketing strategy.

Cart Styling

Cart aesthetics should match event theme:

• Corporate minimal

• Wedding styling

• Premium finishes

Activation Events

Coffee stations can:

• Drive foot traffic

• Encourage dwell time

• Increase brand recall

In large-scale environments similar to structured branded events like the Hilti activation example, coffee service supports engagement objectives.

Budget Considerations for Small vs Large Events

Cost drivers include:

• Duration

• Staffing level

• Branding requirements

• Peak demand

• Venue logistics

Small events typically follow hourly pricing.

Large events often scale based on:

• Staffing

• Equipment

• Volume

Early planning prevents under-resourcing, which can damage guest experience.

Common Planning Mistakes to Avoid

1. Underestimating peak demand

2. Ignoring venue power limits

3. Overcomplicating the menu

4. Booking too late

5. Forgetting weather contingency

6. Not planning bump-in logistics

Clear communication between organiser and coffee provider avoids these issues.

Event Coffee Planning Checklist

4 Weeks Before

• Confirm guest estimate

• Confirm venue power access

• Decide service model

• Lock branding requirements

1 Week Before

• Finalise run sheet

• Confirm bump-in time

• Confirm menu board

• Confirm contact person onsite