In a captivating episode of With The Fox, Marty Fox and WHITEFOX’s Content and Media Manager, Shura Taft, sat down with Bruce Keebaugh – hospitality legend and founder of The Big Group—to celebrate his 35-year career shaping Australia’s events industry. From royal weddings in the Middle East to Melbourne’s most iconic gatherings, Bruce shared insights on resilience, innovation, and the art of unforgettable experiences.
Bruce’s journey began at Footscray Tech (now Victoria University), where he studied hospitality before landing an internship at the Grand Hyatt Melbourne. He worked at Pellegrini’s, Melbourne’s iconic espresso bar, where he learned the art of genuine hospitality – remembering orders, reading guests, and creating moments that felt personal. Despite being (in his own words) “the worst waiter Melbourne had ever seen,” the experience instilled in him a deep respect for service.
A pivotal moment came when he joined Peter Rowland Catering, the elite society caterer of the 1980s. Under Rowland’s mentorship, Bruce mastered the nuances of high-end events- the precision of place settings, the choreography of service, and the unspoken rules of entertaining Melbourne’s upper echelons.
At 21, Bruce and his wife Chyka (who he met on a catering job) took a leap, founding The Big Group in 1990 in the wake of Australia’s late-’80s economic downturn. Their first major break? The opening of Southgate Melbourne—a $400,000 contract that saw them catering for 6,000 guests.
“The client handed me the deposit check and asked, ‘How old are you?’ I said, ‘21.’ The entire boardroom went silent,” Bruce laughed.
With no commercial kitchen, they prepped from their mothers’ homes, proving that hustle and creativity could outshine resources.
Unlike traditional caterers, The Big Group redefined itself as a full-service hospitality agency:
• Food as theatre: Menus weren’t just meals—they were storytelling (e.g., roasting camels in custom ovens for Middle Eastern royalty).
• One-stop curation: Clients could book florists, designers, and entertainers through TBG, streamlining events from boardroom lunches to $1M weddings.
• Major events: Flemington Carnival, Australian Open, Grand Prix—Bruce’s team became synonymous with large-scale Australian moments.
Bruce’s most jaw-dropping tales came from the Gulf Cooperation Council (GCC), where The Big Group produced events for royal families and billionaires:
• A 2,500-guest all-female wedding in Riyadh, where guests arrived in abayas before revealing $500K couture gowns underneath.
• Logistical madness: 2,500 maids, 2,500 drivers, and 7 elephants (a miscommunication led to Bruce expecting one—“I only wanted one! Get rid of the other six!”).
• NDAs & Western staff: Flew in 100+ Australians (plus Victoria’s Secret models) for events where no alcohol was served outside embassies.
When the pandemic halted events, Bruce became the voice of the industry, lobbying for government support:
• “The events sector is a $36B ecosystem—florists, security, stylists—they had no voice.”
• Pivoted to venues: Acquired Luminaire, Glasshouse, and Sydney’s MCA Café to create revenue streams beyond temporary events.
• He emphasised the importance of government collaboration and rebuilding lost talent – a mission that fuels his next five-year plan: expansion into Brisbane and Adelaide.
What sets The Big Group apart? Systems, scalability, and spectacle. Bruce explained:
• “Hospitality isn’t just food—it’s theatre.” From Flemington Racecourse to private royal events, each experience is crafted like a stage production. Some even require staff to be flown out to location, as only they know the methodologies and practivevs of the world-class catering company.
• Margins matter. Unlike restaurants, events operate on precision meaning there can be no wasted labour or ingredients.
• Global reach. The Big Group has orchestrated events from Sydney to Saudi Arabia, including a 2,500-woman royal wedding (with seven elephants!).
When the pandemic hit, Bruce became the voice of the events sector, advocating for an industry worth $36 billion to Australia’s economy
Life Lessons & Legacy
• “Work in five-year blocks.” Bruce’s goal-setting philosophy keeps him and his team driven and the goals achieveable.
• Family first. His partnership with Chyka and their children’s independence are his proudest achievements.
• The infamous chicken sandwich? “Wrap each one like a baby,” he joked—revealing the OCD-level detail behind their iconic canapés.
With the launch of his new book (By Invitation Only), catering presence in iconic venues like Luminaire and Ormond Collective, and dreams of life in a Tuscan villa, Bruce shows no signs of slowing down. As Marty put it in closing: “You’ve imprinted yourself on Melbourne’s culture – here’s to the next 35 years.”
Listen to the full episode for more stories, including Bruce’s take on reality TV with Chyka, mentoring the next gen, and why “Bruce” might just be the most Australian name of all time.
Follow The Big Group: @thebiggroup | WHITEFOX: @whitefoxrealestate | Buy ‘By Invitation Only’ here