When Mercedes-AMG PETRONAS announced a multi-year collaboration with Zuma, it marked more than a partnership – it was a collision of two worlds defined by focus, craft, and attention to detail. For the first time, a global lifestyle dining brand has become the team’s Lifestyle & Dining Curator, bringing culinary artistry and cultural flair to the high-speed universe of Formula 1.
“The level of preparation and discipline in Formula 1 mirrors how we operate at Zuma every day,” says Sven Koch, CEO of Azumi Ltd., the group behind Zuma, ROKA, and Oblix. “Nothing is left to chance – every element is considered, every action intentional.”
Koch sees striking parallels between a restaurant kitchen and the F1 paddock. “Running a restaurant is in many ways like managing a race team. It’s about collaboration, human-led performance, and countless small decisions happening in real time. Service at Zuma is like race day – orchestrated, seamless for the guest, even though there’s immense complexity beneath the surface. What surprised me most is how both worlds rely not just on systems, but on intuition, trust, and teamwork to achieve excellence.”
As Zuma approaches its 25th anniversary in 2027, the partnership provides a platform to extend the brand’s philosophy beyond its restaurants. “We’re not simply catering – we’re curating an experience,” Koch says. “Bringing our energy, hospitality, and contemporary Japanese cuisine into one of the most dynamic sporting arenas in the world feels incredibly authentic to who we are.”
The collaboration will be visible across the Grand Prix calendar – Monaco, Silverstone, Madrid, Abu Dhabi – and in the team’s Miami and Las Vegas clubs. Each location has its own rhythm, and Zuma adapts accordingly while maintaining its core standards. “Every city has its own culture and energy,” Koch explains. “But the essence remains – the food, the standards, the hospitality philosophy. That consistency anchors Zuma wherever we go.”
Capturing the thrill of a Grand Prix in hospitality is central to Zuma’s approach. “Race weekends are alive with anticipation, excitement, and celebration,” Koch says. “We want our spaces with Mercedes-AMG PETRONAS to carry that same energy. That means inventive dishes and drinks, faster-paced service, music, theatre, and a sense of immediacy. Guests shouldn’t feel like they’ve stepped away from the action – they should feel fully immersed in it.”
The partnership also positions Zuma as a lifestyle brand, connecting with fans through culture, travel, and shared experiences rather than just food. “This allows people to engage with the brand in new contexts – trackside, at exclusive events, or through curated activations,” Koch notes.
Behind the scenes, the collaboration has been about building trust and human connection. Koch recalls a defining moment in Kitzbuhel, Austria: “Spending the morning with Toto Wolff and the team before our photoshoot was a personal highlight. We had a cup of coffee and just talked about everything and anything; it felt natural and effortless. Working with good people is always the most rewarding part of what we do.”
Rainer Becker, Zuma’s co-founder, reflects on the natural synergy between the restaurant and the sport. “I’ve always loved Formula 1. For me, it’s never just been sport, it’s a mindset. Detail, discipline, pushing limits, and striving to be the best – that’s exactly what we’ve done at Zuma since day one. But what I love most is that it’s never about one star player – it’s about the whole team. When it works, it’s magic. That’s exactly how a great restaurant works too.”
Becker also sees a renewed lifestyle energy in F1 today. “In the 70s, F1 had incredible style and charisma. Then it became very exclusive. Now it’s open, exciting, and welcoming a new generation of fans. That spirit resonates with us as we approach our ‘25 Years Young’ milestone in 2027. F1 is emotion and innovation at the same time. That’s why this partnership feels so natural – it connects two worlds I genuinely love.”
Looking ahead, Koch envisions experiences that leave guests energiSed and engaged. “It should feel completely unique, like it couldn’t have happened anywhere else or on any other race day. Above all, we want guests to leave feeling connected and part of something fun and special – not just spectators.”
As Zuma and Mercedes-AMG PETRONAS converge at the intersection of cuisine, culture, and motorsport, the collaboration promises a fusion as carefully orchestrated as the cars racing around the track – a collision of craft, creativity, and adrenaline in perfect harmony.
