55 restaurants at the World Cup, 800,000 kits
One of Qatar's largest hospitality groups needed kits for all 55 of its restaurants for the tournament — and every restaurant was printed with its own logo and branding.
| Client | Aura Group — Qatar |
|---|---|
| Scope | 55 restaurants, each in its own branding |
| 55 separate logos and identities — no shared design | |
| Produced | Close to 800,000 kits |
| Period | 2022 World Cup |
| Shipment | Container scale |
| Enquiry | Inbound — we had no page aimed at buyers abroad at the time |
What made it difficult — not 55 restaurants, 55 separate designs
Not the volume. Eight hundred thousand kits is under half of our monthly kitting capacity. The real difficulty was this: not one of the fifty-five restaurants shared a design. Each one's kit was printed in its own logo and its own brand identity. So this was not a single job of eight hundred thousand units; it was fifty-five separate jobs averaging fourteen and a half thousand each — all of which had to fit one calendar, against a date that was not going to move.
How it was planned
We planned the job by component rather than by restaurant. Everything that stayed unprinted — cutlery bodies, wipe base, packaging stock — was produced in a single run. The only thing that changed from restaurant to restaurant was the print. That distinction turned fifty-five separate jobs into one production run with fifty-five print changeovers.
What having the press in-house changed
Fifty-five separate designs means fifty-five file preparations, fifty-five proofs and fifty-five approval rounds. Colour corrections and proofs turned around the same day. At a supplier who outsources printing that cycle is measured in days per design; multiplied by fifty-five, on a job with a fixed date, those days do not exist. If there is a single reason this order shipped on time, it is that the press is on our own floor.
Keeping them from getting mixed up
Eight hundred thousand kits had to be separated into fifty-five restaurants without a single one going astray. A kit with the wrong logo arriving at the wrong restaurant cannot be fixed in the field — nobody is swapping boxes while a tournament is running. Separation by restaurant was done at the kitting stage, and the whole order shipped at container scale in one go.
What this demonstrates
Four things at once: that we can export at container scale; that we can produce to a deadline that does not move; that we can fit fifty-five separate designs into one production plan; and that we can split eight hundred thousand kits across fifty-five destinations without mixing them. For a multi-brand group the real question is not whether you can produce it, but whether you can produce it without getting it wrong.
This order came to us inbound. At the time we had no page at all aimed at buyers outside Türkiye; the group found us through its own research.
Products used on this job
If you run a multi-site chain or group, we plan the job by component rather than by site. Tell us how many sites and which products, and we will work out the schedule and the cost with you.
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