WINSTON-SALEM, N.C. – In the continued effort to provide the Best Fan Experience in North Carolina, Wake Forest Athletics is proud to announce its selection of national catering company Proof of the Pudding as its official concessions & catering partner. This innovative and experience-enhancing partnership will oversee all Athletics concessions and premium areas inside Allegacy Stadium, LJVM Coliseum, David F. Couch Ballpark and all other athletics venues.

Proof CEO Adam Noyes shares, “Our entire organization is very honored to partner with Wake Forest University and to get to work with the amazing athletics leadership team that has a shared vision for enhancing and bringing excellence to the fan experience. The creative collaboration and partnership is truly exceptional and we are focused on delivering high quality experiences for our valued guests on game days and for other events on campus.”

“This partnership is about enhancing great experiences for the nearly 500,000 fans who attend Wake Forest Athletics events on an annual basis,” director of athletics John Currie said. “On behalf of our University leadership, I would like to thank CEO Adam Noyes and his staff for their collaboration through this process and we are extremely grateful for their partnership as this long-term agreement began on July 1, 2023. This is further ‘proof’ of our commitment to be A Model Intercollegiate Athletics Program and provide the top food options and quick processes for all those in attendance at our events.”

As part of the new partnership, fans inside Wake Forest Athletics venues can look forward to superior game day experiences at Wake Forest through elevated food and beverage offerings, including grab-and-go concessions, a new point-of-sale system offering greater speed and more payment options, local sourcing, from-scratch cooking for optimal taste and nutrition, and creative customization to Wake Forest’s brand.

Additionally, Proof of the Pudding’s focus on enhancing the mixology game day experience will include ready to drink (RTD) cocktails, local beers, alcohol-only lines to expedite service, specialty insta-worthy cocktails for games, responsible and personable service, and more. The partnership will encompass Lawrence Joel Veterans Memorial Coliseum, Allegacy Stadium, David F. Couch Ballpark, among other venues.


About Proof of the Pudding

For more than 44 years, Proof of the Pudding has been serving top-notch cuisine, service, and design for clients nationwide and now operating in more than 18+ states. From state-of-the-art convention centers, sports arenas and cultural landmarks to collegiate stadiums, world-class golf courses, yacht shows and motor sports facilities, just to name a few.  With partnerships including PGA Tour, Gas South Arena, Michelin Raceway & Tower, The World of Coca-Cola, The Carter Presidential Library and Museum, UGA, GA Tech, DUKE University, Emory Sports Medicine Complex and more – Proof has continued to maintain  high standards, quality, freshness, great local tastes and creative presentations since 1979. Over the years, Proof of the Pudding has been recognized with numerous industry accolades and featured in Sports Business Journal, Yahoo Sports, Association of Luxury Suite Directors (ALSD), Catersource Magazine, BizBash, ILEA, CF&E, and more. For information about Proof of the Pudding, visit and follow along on Instagram @proofthepudding and Proof of the Pudding on Facebook.

About Wake Forest University

Wake Forest University is a combination of world-class academics, unrivaled campus experience, intimate learning environment and Power 5 athletics in a top-growing metro market. A Charter member of the Atlantic Coast Conference, the Demon Deacons have won 55 conference titles and are now one of only seven ACC schools to win 10 or more national championships, along with Notre Dame, North Carolina, Virginia, Duke, Syracuse and Florida State. Additionally, Wake Forest anchors the Winston-Salem and Triad market, which includes 1.3M residents and was ranked as ESPN’s seventh-best market from a viewership perspective.

Academically, Wake Forest University is ranked in the Top 30 Nationally by US News and World Report for the past 27 years (and counting) and ranked 21st Nationally in Undergraduate Teaching according to the 2022-23 US News and World Report. Wake Forest’s comprehensive excellence includes its highly regarded school of medicine, business school, law school and an innovative department of engineering. Additionally, Wake Forest holds campuses across Winston-Salem, Charlotte and Washington, DC – providing academic offerings across the southeast.

Read more: | QSR Magazine 

by Dina Biondo in Press