Adam Pope - Owner “Fabulous Catering”
Q: How did you get into catering?
A: It started as a uni project when I was studying entrepreneurship at RMIT. We had to create a real business, so a group of us launched an event company called Astonish Events. It was meant to be all-in-one—DJ, invites, food, venue—but it failed miserably. We were left with equipment and food in my parents’ garage, so I took one more crack at it just doing catering. That stuck, and over time we grew from finger food at 21st birthdays to corporate events, weddings, and even hospital and prison contracts. We’ve now been running for about 20 years.
Q: Did your time at university help shape the business?
A: Yes and no. Ironically, the ones who passed the course didn’t go on to start businesses. The ones who dropped out, like me, did. Uni gave me confidence and marketing skills, but I learned far more through trial and error, making mistakes, and by connecting with mentors—like a competitor in Sydney who became a good friend and taught me a lot about risk and marketing.
Q: How did you cope during COVID?
A: It was brutal. Catering was the first to shut down and the last to open. We pivoted by starting Gourmeal, a ready-made meal business, producing up to 10,000 meals a week. JobKeeper helped us survive, but it was tough to motivate staff who were used to fine dining, not pumping out lasagnas in trays. When it was over, we celebrated by throwing all the branding into a bonfire and drinking champagne. COVID wiped out many competitors, which ironically left us stronger once things reopened.
Q: Where do you see the business heading now?
A: We’re focusing on larger, higher-end corporate and private events. It’s better to do three big $10,000 jobs than 40 smaller ones. Being based in Collingwood has also been a game-changer—we have access to better chefs, easier logistics, and less overhead compared to our old factory in Knoxfield. Over the next five years, I want to step back from being so hands-on and spend more time with family.
Q: Any regrets along the way?
A: Choosing convenience over strategy early on. Our first factory was in Knoxfield because it was close to home, but it strangled growth. Moving into Collingwood, despite the cost, was the best decision we made.
Q: What do you do outside of work?
A: I play squash, go camping, and I’m trying to get back into flying. I nearly got my PPL (Private Pilot Licence) when I was 19 and trained at RVAC. Flying is still a passion, though family and business have delayed it. My wife works in the business too, and we’re raising two young kids, so life is full.