Contents
To make the guidelines more digestible, there are links throughout for extra reading. To jump straight to specific sections, you can click the content headlines below.
WELCOME TO VISA WELLINGTON ON A plate
This is Visa Wellington On a Plate’s eighteenth year! Some might say it’s coming of age, others say it’s maturing, but I reckon (like me at 18) we’re only getting started! Unlike many of us at 18, thankfully this year there aren’t a lot of changes going on.
- We saw a lot of success with the new fee structure and marketing support so we’ve refined that after a year of learnings.
- We will be doing two phases of application, so we won’t be asking as many questions in the first round of application.
It’s no secret that the last few years have been hard, but we are seeing in the research that people are seeking out unique experiences and events more than ever before, so now is the time to try something new, go outside the box a little and just have a bit of fun! Please get in touch if you want to workshop any event ideas - nothing is too out there - I love playing creative and culinary matchmaker for festival events! Beth Brash, Visa Wellington On a Plate Festival Director beth@wellingtononaplate.com 022 657 8897
2025 Highlights
View all 2025 Results
Read the 2025 Post Event Report here New to the festival? Please make sure you read through these Guidelines and the application forms, and if you have any further questions please email applications@wellingtononaplate.com
2026 theme - WORD OF MOUTH
We all know how important word of mouth is in hospitality. Nothing is more powerful than a personal recommendation. We see it with all the chatter around Burger Wellington and festival event goers who return to the events of their favourite restaurant year on year.
This year through our content and marketing campaign we want to celebrate the stories, the hot tips, and rave reviews that travel from table to table, friend to friend, and slide into our DMs. This is how cult favourites and signature dishes are born. But as with every year the theme is always up for interpretation, so it can also draw on the literary, poetic and musical. It could be recipes and dishes handed down over generations, borders or continents - those dishes that don't have a recipe you just know when it's right. It's off menu dishes, it's staff meals and secret menu items. It's culture - in the fermentation sense - sourdoughs shared between friends or that have been kept alive for decades. It's natural fermentation and the terroir - a true taste of place. It's also culture in the literal sense, dishes evolving as they crossed oceans and they no longer had flour so they used corn, or they no longer had yam so they used sweet potato. It’s influence on cuisine due to migration and colonisation - think Bánh mì and al pastor. It's drinking songs, or wedding speeches, toasts and blessings. Poems, songs, movies and books about food, or food inspired by poems, songs, movies and books. See what other events are happening in Wellington in August - movies, cabaret, theatre etc. Don't forget we have a prize for Best Use of Theme for both Burger and Event, it's also a factor for the Burger Judges and we are seeing consumers follow the theme more and more so it's worth using it as a starting point for your offering.
key dates
Tue 3 Mar: Event Applications Close Wed 11 Mar: Event Applications Notified of Application Status Thu 2 Apr: Event Prompt Payment Discount Ends Wed 15 Apr: Burger Applications Close Wed 22 Apr: Burger Applicants notified of Application Status Wed 27 May - Wed 3 Jun: VisaWOAP.com website preview Fri 29 May: Burger Wellington Prompt Payment Discount Ends Wed 10 Jun: Programme Launch Mon 22-Wed 24 Jun: Visa Pre-Sale Mon 29 Jun: General Ticket Release Sat 1 Aug: Festival BEGINS! Mon 3 Aug: Burger Wellington BEGINS! Sun 23 Aug: Last Day Of Burger Wellington and Rate & Win Comp Mon 24 Aug: Burger Wellington Finalists Announced Mon 31 Aug: Last Day Of 2026 Festival Tue 1 Sep: Festival Awards Announcement
fESTIVAL EVENTS - TICKETED & NON-TICKETED
Festival Events cover both ticketed events and free entry or a pay on consumption event.
Top Level Criteria
- Your event must be unique and created exclusively for Visa Wellington On a Plate.
- Change things up - repeated events, events not displaying creativity and/or a unique angle may be turned down to allow room for new programming.
- Know what your unique selling point is.
- One-off, extraordinary experiences will be chosen rather than events that are on offer at your venue at any other time of year.
Your application must have at least one high resolution and high quality landscape image that can be used across promotional materials, digital channels, and media. We do not accept logos or posters with text.
- Image quality: At least 1200x900 px (4:3 ratio), 300 dpi, no more than 10mb
- Image format: Landscape/Horizontal ratio only (portrait images will not be accepted as they will be cropped by the website and detail lost)
As well as an engaging image, naming your event well and succinctly is really important.
- Please do not mention the name of your restaurant/venue in the Event name, as this will be displayed alongside your event listing on the website. For example: “Carmy's Christmas at The Bear” will be changed to "Carmy's Christmas"
- Event names should not be a direct description of the event
- Event names cannot be offensive or off-putting
Venues participating in the Festival must use the iTICKET ticketing platform. For more information on iTICKET fees head here. We reserve the right to accept or decline any applications. If we decline your application, we will give feedback on why and the opportunity to resubmit. Note that applications that do not meet minimum information and photography requirements will be declined.
Full Event Terms and Conditions
Head here to read the full terms and conditions for 2026
Event Inspiration
Need event inspiration? Head here for events that have done well in previous years
How to Price Your Event
For a full run down on the Ticketing mechanics and how to head here
Burger WELLINGTON
Burger Wellington gets the whole region discovering, planning, discussing, debating and eating together. It’s the shared experience that creates the office chatter, banter on the dedicated Facebook group and fierce group chats. None more fierce than the debate of what officially makes something a burger (we’re pretty loose here, and we just say it needs to be between two buns). People are often on one side of the burger loving camp. Some consumers want creativity, linking to the theme and slightly out of the box burgers, and others want to try the best of the classic styles. And look, we’re not here to yuck anyone’s yum, so we think either side is a tasty one, just as long as we’re all enjoying ourselves at the same time!
Top Level Criteria
- You must use locally grown ingredients or products made in the Wellington region so include these in your description - and tell us about any housemade or foraged items in your dish also.
- Use of the 2026 Theme “Word of Mouth” is highly encouraged. Use of theme will be taken into account during the final judging process.
- Your entry must be created exclusively for Visa Wellington On a Plate 2026 and different to your regular offering, other Burger competitions or previous Visa Wellington On a Plate offerings. This will be audited.
- You can only start selling your burger from the start of Burger Wellington (Monday 3rd August). Those selling before Monday 3rd August will be disqualified from the public rating process. You are more than welcome to sell your Burger Wellington after the festival.
- Your entry should showcase the creativity and innovation of your establishment and generally be of a high standard.
- You are invited to offer a Double Vision Brewing beer match for your burger with either the exclusively brewed beers for 2026 or existing Double Vision Brewing beers (see below).
- As the brewery partner of Burger Wellington, only Double Vision Brewing beers may be used as a beverage match for Burger Wellington.
- All beer matches used for promotional activity must use one of the nominated Double Vision Brewery beers listed in the guidelines (see below).
- Promotional activity includes social media, website promotion, email marketing and any paid media.
- Any participant promoting a beverage match with any other beer or beverage will be disqualified from the competition.
- Food trucks/pop up kitchens that are using a venue (such as a bar) as a base during the festival must submit their application as the food truck/pop up kitchen, and will be treated/rated as the food truck/pop up kitchen, not the venue.
- No use or play on words of any major burger chain trademarks - for example ‘Mc’ or ‘MAC’, ‘Whopper’ or ‘Zinger’. In the past restaurants have received legal cease and desist letters from major corporations.
- You agree to the Visa Wellington On a Plate 2026 waste minimisation and sustainability requirements: No single use plastics are used as part of your offering and compostable or sustainable packaging is used for any takeaways
- You must upload a high-resolution LANDSCAPE image on application and the image must represent the product that you will be serving. This image can be updated at any time. AI images will not be accepted (more on AI guidelines in the photography selection below).
- No racist, sexist, misogynistic, offensive names, or swear words in your entry will be accepted. We take a fun but family-friendly approach to names and puns.
- Loyalty card/discount cards may be used at your discretion, but are not encouraged.
2026 Burger Terms and Conditions
Full terms and conditions including cancellation policies can be found here.
Insider Tips
If you’re after more tips on how to make your burger stand out from the crowd head here for our insider tips
DOUBLE VISION BREWING Beer matches
PARTICIPATION fees
The base fees for both Events and Burger Wellington are calculated taking in a number of factors to keep things equitable. For events it is based on a small percentage of potential ticket revenue, and Burger takes into consideration days open during the week and venue capacity. Then you decide which marketing level you would like. A full run down of what each level gets is below. Burger Wellington participation fees Venue capacity x days open for Burger Wellington x .65c = base fee + your choice of marketing package (see below) Takeaway only venues $550 base fee + your choice of marketing package (see below) Ticketed events Total tickets available x ticket price x 5% = base fee + your choice of marketing package (see below)
DISCOUNTS
Prompt payment discount: $100 off your fee if you pay before 2 April (Events) or 29 May (Burger) Charity event discount: $100 off your event fee. You will need to supply a copy of your certificate of charitable trust status with your application
2026 Calculator
Read through the different participation levels below and then calculate your fee with the calculator below.
Marketing LEvels
Level 1 – $195 Perfect for first-time participants wanting core festival exposure. Includes programme inclusion, burger/event and venue website listings, a marketing toolkit, and access to industry updates and events. Level 2 – $485 Ideal for venues wanting amplified visibility. Includes everything in Level 1, plus Instagram and Facebook promotion using your content and programming advice. Level 3 – $1,200 Designed for venues seeking high-impact exposure. Includes a Visa WOAP–created social post, a festival newsletter feature, professional photography, marketing support, and the chance to be matched with a sponsor. Level 4 – $3,000 The full experience with maximum exposure. Includes homepage spotlighting, two Visa WOAP–created social posts, two newsletter features, and a hands-on PR workshop.
FESTIVAL PHOTOGRAPHY
Strong photography is essential to hooking people in and helping to sell your event or entice them to eat your burger. Great photography has proven to get much higher engagement - after all we eat with our eyes first. We’ve also seen over the years, weak imagery has a direct correlation to lower ticket sales. Landscape photography is a must for the festival website, but portrait works better on socials. Here are a few tips to get the most out of your photography: BE REAL: We won’t accept any AI images. Your photo MUST also reflect the dish that will be served to customers, and you should include any elements that are part of your offer, e.g fries. SHOW THE TALENT: capture candid portraits of people in their own environment rather than staged backdrops. Keep the person clearly in focus, with relaxed, genuine moments. They do not need to look at the camera. Smiling, laughing, and being themselves is the goal. PORTRAIT MODE: Blurred background can be achieved using a professional camera or the portrait mode on your phone. Also look at ways you can adjust the "f stop" in your camera settings, which will simulate the burred background. Make sure the dish or person is sharp and in full focus. Blurry images will not be accepted. BURGER ANGLES: For burgers, get low and use a front-on angle. This allows the viewers to see what’s in the burger and make sure you push star ingredients forward so everything that is in the burger is visible. Centre your burger in the middle, and leave a hand-span of space to show the background. Keep it simple! LIGHTING: Find a space that has nice contrast to avoid your image being too flat. Window light is often perfect. (see photo below where lighting nicely hits the burger from the left creating shadows on the right side). PROPS & STYLING - GET CREATIVE: It’s good to start by making use of what you already have on hand. Some options could be:
- Wooden board texture
- Textured background
- Knife holding the burger (creating a visual line following the eyes towards the centre)
RESOLUTION: Please upload an image of at least 1MB, this ensures we can use your photo to promo on our social media channels. Please upload the original photo, with minimal colour editing. Adjusting brightness and contrast is okay if done appropriately. Photos of photos, or screenshots are not advised.
Photography package
If you wish to get your photography professionally executed, you can book a photo shoot session with our photography partner - Beeline Photography. Example of the images they've done for Wellington On a Plate are below. $500 covers up to 15 high and low res images to be delivered before the website goes live. Images can include chef/talent, venue and food, but can only cover one offering (burger or event). Cost covers up to two hours on site and processing time.
Sign up for professional photography in the application form.
2026 FESTIVAL awards
The Visa Wellington On a Plate Festival Awards will be announced on Tuesday 1 September.
Awards given for both Burgers and Events:
- Best Use of Theme - Burger Wellington
- Best Use of Theme - Festival Event
- Most Innovative - Burger Wellington
- Most Innovative - Festival Event
Regional Burger Wellington Awards:
- Hutt City
- Kāpiti
- Porirua
- Upper Hutt
- Wairarapa
*(these are chosen on the public vote and not judged individually)
Burger Wellington Awards:
- 3rd Place - Burger Wellington
- 2nd Place - Burger Wellington
- Winner of Burger Wellington
Judging process: The winner of Best Use of Theme and Most Innovative is selected by a judging panel. The regional Burger Wellington Winners and the five finalists will be selected through a public ratings process (public can score the burger out of 10 on the website). The top 5 highest rated entries are then subject to a judging process, where we send five judges out to the five finalists. The judging criteria covers - Taste, Presentation, Ingredients, Theme and Innovation. This is not a popularity contest whereby the most votes wins. The rating process is out of 10 and reflects quality and experiences of entries. We carefully audit all ratings for fraudulent behaviour (such as rating low competitors, or staff self rating) and will actively exclude entries from the competition if we see this occurring.
HOW TO APPLY
All applications are made through the application portal: admin.visawoap.com/dashboard There are different forms for each type of application. Subscribe to our Industry Newsletter. This is how we communicate everything you need to know throughout the year. New to Visa WOAP? Please create a login for the dashboard, read through these Guidelines and the application forms, and if you have any further questions please email applications@wellingtononaplate.com. 2025 participants or those with existing accounts, use the account details connected to your venue. Reset your password if you have forgotten it, and please do not create a new venue or account.
Application Checklist
- Created a catchy name for your Burger Wellington or Festival Event entry
- Written a description of your offering, including the inspiration and its relevance to the festival theme
- Included all of the locally produced/housemade ingredients in your description
- Supplied a high-quality LANDSCAPE photographic image with your application
- Priced your offering to the nearest dollar
- Noted the ability to accommodate dietary restrictions
- Selected the level of marketing support you require
- Saved and submitted your application once complete
- Calculated estimated fees using the online calculator and are ready to pay this on acceptance to the programme
- Noted the key dates and have a plan to supply any outstanding information before the cut off
- Planned any of your own promotion or marketing activity and noted this must be approved by the Visa Wellington On a Plate team
- Communicated with your team your plans for Visa Wellington On a Plate 2026
For our Cancellation policy and full terms and conditions head here for Burger Wellington and here for Events.
Cheers!
Thanks for making it this far! Again please get in touch if you have any questions or want to talk through ideas. We can't wait to see what you come up with, bring on the 2026 festival! Beth Brash, Festival Director Visa Wellington On a Plate beth@wellingtononaplate.com 0226578897