AUSTIN, Texas (October 10, 2023) – Circuit of The Americas (COTA) and Proof of the Pudding (POP) are partnering to bring amazing food and outstanding service to the track’s 20 turns, year-round. The first major project comes with the upcoming Formula 1 Lenovo United States Grand Prix, October 20-22, where POP will elevate available food and beverage options across campus for both Grounds Pass and Grandstand ticketholders, as well as premium hospitality spaces.

As the premier destination for entertainment and sporting events in Central Texas, COTA looked to reimagine meal services as part of the effort to improve overall guest experience. Proof of the Pudding is an Atlanta-based catering company established in 1979. Since their inception, they have focused on detailed planning, delicious food, superb service, and a collaborative design team. POP has worked with numerous notable events and organizations including the 1996 Olympics, PGA Golf, NCAA members, and Road Atlanta.

COTA and POP have been working together since 2021 when the catering company took on a range of premium hospitality food and drinks at the F1 USGP which continued into the 2022 event. In the summer of 2023, Proof of the Pudding become The Circuit’s official caterer for all events and year-round provider for the on-site COTA Café.

“We’re pleased to bring Proof of the Pudding on 365. Our work together during past Grand Prix weekends has delivered everything our fans and teams have come to expect of premium hospitality. We’re excited to elevate the food and beverage experience across campus for all attendees this year,” said Jessica Wellick, Director of Food and Beverage, Circuit of The Americas.

For the 2023 F1 USGP, POP will source all on-site food and beverage options. This includes brick-and-mortar eats like J-Gibbs BBQ or Southside Flying Pizza, food trucks like Meat Your Heart or DonutNV, and Food Halls which are returning this year after significant positive feedback from 2022. POP will also cater all premium hospitality spaces to ensure serving experiences and dining options meet and exceed all expectations.

“We’re excited to extend our partnership to create one-of-a-kind food and beverage experiences that enhance the incredible atmosphere at COTA for our guests, year-round,” said Nick Klug, Vice President of Culinary, Sports & Entertainment, Proof of the Pudding. “Austin is one of the best food cities in the country and we are thrilled to be a part of it.  We look forward to working with local farmers, artisans and food trucks from around Texas to ensure the best ingredients, food and beverages and bring the true taste of Austin to all areas of the track and Germania Insurance Amphitheater for everything ranging from course dinners for 10 people, business luncheons, track rental parties, a sold-out show for 12,000 people or 450,000 of our closest friends at the United States Grand Prix,” Klug said.


ABOUT COTA: Circuit of The Americas is the premier destination for world-class motorsports and entertainment in the United States. Set on 1,200 acres in the rolling hills just outside downtown Austin, Circuit of The Americas has hosted the biggest names in racing, action sports and music since 2012. At its heart is a 3.41-mile racetrack that was designed to challenge the world’s most exacting competitors while providing a thrilling spectacle for audiences.

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ABOUT PROOF OF THE PUDDING: Based in Atlanta, GA, Proof of the Pudding has been serving top-notch cuisine, service and design for clients nationwide for more than 44 years. Operating in 18+ states from state-of-the-art convention centers, sports arenas and cultural landmarks to collegiate stadiums, world-class golf courses, yacht shows and motorsports facilities, Proof’s passion for elevated hospitality, service and quality is served daily via custom creative menus. The Company’s list of partnerships includes PGA Tour, Gas South Arena, Michelin Raceway & Tower, The World of Coca-Cola, The Carter Presidential Library and Museum, Georgia Tech University, Duke University, Mississippi State University, Wake Forest University and Emory Sports Medicine Complex. Proof’s services include food service and venue management, premium sports and entertainment, large-scale event corporate, social and wedding catering, customer service training and catering consulting. The Company’s demonstrated expertise has been recognized with a variety of industry awards, most recently with BizBash’s Industry Innovator Award.

Featured In | Sports Business Journal 

by Dina Biondo in News, Press