Activity Update: Foodservice QSR Pizza Activation
In the FY26 Australian Mushroom Marketing Plan, the Foodservice Activation is a cornerstone initiative under Pillar 3: WIN THE FUTURE – the pillar dedicated to building growth channels that will drive the category forward. Mushrooms have long performed well in foodservice, representing 26% of fresh supply, yet the category is facing a decline in both value and volume share. This activation is designed to reverse that trend, focusing on a key growth area: Pizza Quick Service Restaurants (QSR).
The strategy unfolds across three phases, each crafted to inspire chefs, engage consumers, and elevate mushrooms as a versatile, must-have ingredient.
Globally renowned pizzeria
A collaboration that promises to turn heads: Australian Mushrooms has partnered with Daniel Semrani of Gigi’s Pizzeria in Sydney for a limited-edition pop-up. Known globally for his exceptional pizza craft – even Jamie Oliver has praised his work – Semrani will debut three innovative mushroom pizzas, featuring creations like a mushroom whipped butter base and seared 'steak' mushrooms. The aim is simple: inspire chefs and foodservice operators to rethink mushrooms, highlighting their taste, texture, and creative potential. The pop-up will run throughout February, supported by media coverage and social media campaigns to spread the inspiration nationwide.
The second phase brings mushrooms directly to consumers in the QSR space. By partnering with a leading pizza QSR chain, Australian Mushrooms will co-create limited-edition mushroom pizzas promoted through in-store activations, delivery platforms like Uber Eats, and social media. This phase is all about bringing mushrooms to the mainstream, creating excitement and driving trial in one of the category’s highest-volume channels.
The activation culminates in a visible industry moment: a sponsorship at Australia’s Best Pizza Awards during Food & Hospitality Week 2026 in Sydney.
This ensures mushrooms are front and center among chefs, operators, and industry influencers, cementing their relevance in menus nationwide.
