GRUEL is a mission-driven experimental dining platform and creative consultancy based in Melbourne (Naarm). We amplify underrepresented voices in hospitality while exploring (sub)culture through food.

Through pop-up dining events, multimedia storytelling and creative direction, GRUEL collaborates with chefs, artists and cultural practitioners to create experiences that challenge conventional ideas of hospitality. We also offer consulting and creative strategy across hospitality and the broader creative industries.

Our work

We work with brands, venues and organisations to explore ideas and tell stories through food. Past projects include tracing black pepper across place with Pep; introducing lab-grown quail to the Melbourne market with Forged by Vow; developing a sea-inspired banquet in response to works for Next Wave; delivering low-waste catering for a City of Melbourne panel on food sustainability; and curating an exhibition of food-themed artworks featuring 10+ creatives across disciplines.

Our mission

Our goal isn’t to be an alternative to conventional dining, but something that exists outside it and evolves with it. Rather than eschew the mundane, grotesque or confronting sides of food, we embrace them. We aim to foster social and cultural awareness through this medium and provide a platform for those with an alternative approach to hospitality.

For the sake of the earth and the animals, we prioritise food that is vegetarian and often vegan. Other than that, every meal will be different so please come open-minded and without expectations.

To keep up with future events, follow @gruelclub on Instagram. For collaborations, contact gruelmedia@gmail.com