Melbourne Cup 2026: How Can Venues Boost Sales?

The first Tuesday in November is almost here! On 3 November, the Melbourne Cup jumps at 5 pm New Zealand time, and for venues right across the country, that means one of the busiest evenings of the year. There's no public holiday on this side of the Tasman, but you don't need one to fill your tables: from Ponsonby to Queenstown, Kiwis will be looking for somewhere to dress up, have a flutter and watch the race that stops two nations.

We're sure we don't have to tell you that the Melbourne Cup is a huge deal in New Zealand too. In 2023, Kiwis bet a record $13.4 million on the Cup through the TAB, with thousands of bets placed every minute in the lead-up to the race. That's a big slice of the action up for grabs, and plenty of reason to make sure your venue is ready for it.

So how do you make sure yours is the venue they choose for their eating, drinking and merrymaking? It's a good question, and one we're here to answer. Keep reading for our tips on turning Cup Day 2026 into a winner for your venue, from planning your packages and menu to keeping service running smoothly when the big race jumps.

Why the Melbourne Cup matters for venues

Unlike most other sporting events, the Melbourne Cup is not one for the sofa. It's a social occasion first and a horse race second, and it encourages people to dress up and join in with a crowd. When it comes to the Melbourne Cup, people are actively looking for somewhere to go, giving well-prepared venues a real chance to shine. For example, across the Tasman, when the Cup returned to full capacity after the pandemic, spending at Melbourne bars and pubs on race day soared by 115%. In short, this is not a day to pass up!

Cup Day is a full day of racing, from early afternoon until around 7:15pm New Zealand time, with the Melbourne Cup itself at 5pm. This is excellent timing for venues: the big race lands just as people are finishing work, and the last races roll straight into dinner and drinks, so one booking can easily become a whole evening out.

Your Cup Day run sheet

Cup Day has a natural rhythm, and once you understand it, you can plan your staff, kitchen and bar around it rather than reacting as the day unfolds. If you're new to Cup Day, here's how you can expect a typical day to play out at a New Zealand venue, along with what to focus on at each stage.

12pm to 2pm, the long lunch: Some groups make a day of it, arriving dressed up and ready to settle in. Have tables set, the pre-race coverage on and a final stock check done.

3pm to 4:30pm, the afternoon build-up: The early races are running, and more guests start to trickle in. Get package orders into the kitchen early, so food is out well before the race.

4:30pm to 5pm, the pre-race rush: The after-work crowd arrives, making this usually the busiest half hour at the bar. Put your strongest staff on, open every till and have bubbles on quick-access buttons.

5pm, the race: Nobody orders for three minutes, so turn the volume up and use the lull to restock.

5:05pm to 5:45pm, the post-race wave: Winners and losers alike order another round. It's the perfect time to announce any competition winners.

6pm to 7:15pm, the late races: Racing continues, so a happy hour or platter special can keep guests around.

7:15pm onwards: Turn your after-work crowd into dinner guests with an easy evening menu or drinks deal.

Off and racing: how to boost sales on Melbourne Cup Day

Start promoting early

If you leave your Cup Day promotion until the final week, you could find the best bookings have already gone elsewhere. Many groups lock in their plans weeks ahead, especially workplaces organising after-work drinks, so it pays to get in early. Start sharing your plans on social media and your website at least a month out, and make sure your Cup Day hours are up to date on your Google Business Profile. Consider taking deposits for larger bookings, so a last-minute change of plans doesn't leave you with empty tables.

It's worth targeting your regulars here. With their details already saved, send a quick email telling them what you've got planned, and let them book before the general rush. A little loyalty goes a long way, so let them have first dibs.

Bundle it up with Cup Day packages

Packages make the day a little easier for everyone, so a group of nine isn't stuck flipping through the entire menu. For example, you could offer an after-work package with a glass of bubbles on arrival, a reserved table with a clear view of the screen, or a premium spread with a grazing board and a bottle of sparkling. The right packages will depend on your type of venue, but whatever you offer, a simpler menu keeps things easy. It encourages a little extra spending too, especially when customers can upgrade for just a few dollars more.

Here's another pro tip: before the day, set each package up as its own item in Epos Now. That way, your team can ring up a whole package with a single tap, which makes things that much easier when the bar is three deep.

Build a race-day menu

Cup Day crowds want food that's easy to share and easy to eat while standing, chatting and cheering. Think share boards, finger food and smaller plates, alongside a couple of regular mains for those settling in for the evening. The trick here is to keep the menu tight, so your kitchen can keep up when the whole venue orders at once. For bonus points, why not name a few dishes after the big race for a bit of fun!

Put bubbles front and centre

Right, here's the most important part: the Melbourne Cup and sparkling wine go hand in hand, and have done for a very long time. Champagne has been poured at Flemington since at least 1873, and champagne breakfasts and winner's toasts have been a Cup Day tradition ever since. At the 2024 Carnival alone, racegoers got through more than 12,800 bottles of the official champagne. So feature your bubbles front and centre, because people will be wanting them! Offer a signature Cup Day cocktail, and train staff to suggest upgrades, like a bottle instead of a glass or a premium pour for the post-race toast. These small upsells add up quickly, and fit the occasion perfectly.

Host your own Fashions on the Field

Half the fun of the Cup is seeing what everyone turns up wearing, so really lean into this part of the race. Give your guests a reason to go all out with their race-day best; for example, host a best-dressed competition with a prize worth winning, like a voucher for their next visit. It's easy, it's fun and it keeps your customers entertained. And if you're planning to run a sweep alongside it, don't forget to check New Zealand's rules on gambling and prize draws first (better to be safe than sorry).

Get your screens and sound sorted

There's nothing worse than a room full of people craning their necks to see a tiny TV. Make sure every seat has a decent view, test your screens and sound well before the day, and turn up the volume for the race itself. After all, the race is the main event, and getting it right keeps guests happy and staying longer. The last thing you want is a last-minute scramble to rearrange seats, and disgruntled customers complaining about the view.

Staff up and speed up service

Don't underestimate the power of Cup Day! The Melbourne Cup brings a rush that's very different from a normal Tuesday, with orders spiking before and straight after the race. Roster extra staff, pre-batch popular cocktails, and make sure your till is set up for speed.

This is where a good POS system really comes into its own. With Epos Now, you can add quick-access buttons for your Cup Day specials, run tabs for groups, split bills in seconds, and take card payments quickly, so queues move fast, and nobody accidentally misses the race waiting to pay. You can also set staff permissions, so casual team members brought in for the day can serve customers without access to anything they don't need.

Stretch the excitement across Cup Week

Settle in, because this week is not for the weak! While the Melbourne Cup might be the headline act, it's really just one day in a four-day carnival. Not the rollercoaster and hotdog type of carnival, but a series of races. Derby Day gets things going on Saturday 31 October, Cup Day follows on the Tuesday, and Oaks Day and Champions Day keep the racing going on Thursday 5 and Saturday 7 November.

With this in mind, don't plan for things to just go right back to normal after the Melbourne Cup; instead, be prepared for fans all week long. Keep your specials and race-day packages going until the very last race, and in turn reap the reward of an entire week of busy trade, instead of just one evening.

Look after your guests

Unfortunately, it's not all just bubbles and best-dressed competitions. With drinks flowing all evening, it's worth keeping an eye out. Make sure your team is up to date with your host responsibility policy, and keep an eye on how the evening is going in case things suddenly get out of hand. After all, a fun, well-run Cup Day is great for your reputation, and it keeps your licence safe too.

After the race: learn from your numbers

Once the confetti has settled, take a look at how the day went. Which packages sold best? When did orders peak? Which drinks flew out the door? Your Epos Now sales reports hold the answers, and you can see them in real time, even from your phone. For more information on reports, check out our blog on the 8 most useful reports you can run in Epos Now. A few minutes of review now will help you plan an even bigger Cup Day next year.

Make Melbourne Cup your best day of the year

The Melbourne Cup might be an Aussie race, but Kiwis love it just as much, so it's only fitting that your venue makes the most of it. It's a day for catching up with friends, dressing up, having a flutter, running sweeps and popping the bubbles, which is everything a venue needs for a truly memorable and profitable day.