This article is part of our Fast Lane Living series, exploring the lavish and intricate operations behind Formula One’s traveling spectacle.
Impressive Scale of F1 Dining
Kitchens rivaling the size of four football fields, thousands of champagne bottles, and up to 100,000 meals served over a weekend — including as many as 3,000 lobsters cooked daily — showcase Formula One’s lavish reputation. The sport is known not just for high-speed races but for the extravagant events that cater to a VIP crowd, combining elite hospitality with entertainment for celebrities and sponsors alike.
Transforming Racing into Luxury Events
In its effort to broaden its global reach, Formula One has turned each grand prix into a lavish lifestyle occasion. Weekend passes for the Paddock Club range from $5,000 to $13,000 per person, with more prestigious events commanding higher prices. These passes offer gourmet dining experiences, open bars, and pit lane access.
The Visionary Behind the Operation
This massive undertaking is primarily due to Attila Dogudan, founder of DO & CO. He never anticipated such deep involvement in F1 dining. Raised in Vienna by a Turkish father and an Austrian mother, Dogudan’s multicultural background fostered a deep appreciation for food and the melding of different culinary traditions.
An Innovative Culinary Setup
DO & CO manages an extensive catering operation, featuring a “big gourmet kitchen” that travels worldwide alongside the F1 calendar. Dogudan describes these setups as incredible temporary kitchens, with the largest measuring 250,000 square feet. Each kitchen is meticulously organized and designed to meet stringent hygiene standards, with equipment set on wheels for quick adjustments.
A Legacy Built on Unexpected Beginnings
Dogudan’s F1 journey began with a last-minute request from Bernie Ecclestone ten days before the 1992 Hungarian Grand Prix. With the original caterer falling through, Ecclestone reached out for a reliable replacement. Notoriously meticulous Niki Lauda introduced Dogudan to Ecclestone, leading to a successful trial that kicked off a long-standing partnership.
Commitment to Quality and Innovation
Over the years, DO & CO has catered to 22 of the 24 races, with an average of 35,000 meals served during a race weekend, and up to 100,000 for extravagant events like Las Vegas. The diversity in menus ensures both local flair and international cuisine that changes daily, providing a unique experience at each race. Dogudan emphasizes that the goal is not only to meet but to exceed expectations with every detail considered to enhance the VIP experience.
Fostering an Unmatched Atmosphere
For Dogudan, F1 embodies a fast-paced extravaganza where everything down to sound and aroma contributes to a unique experience. He likens the competition to a well-orchestrated concert, where every aspect must harmonize to deliver an unforgettable atmosphere, underscoring the fine line between high-stakes racing and elite hospitality.
The Fast Lane Living series collaborates with Citi Cards, yet editorial independence is maintained, ensuring unbiased reporting.
