In late 2016, Future Food were appointed to develop a café for the first Debenhams store in Australia located within St. Collins Lane in the heart of Melbourne’s shopping precinct.
Debenhams wanted a café that would be aligned fully with its identified customer profile based upon its many successful years of trading as an established department store in the United Kingdom and across the globe. The female shopper, between the ages of mid-thirties to late-forties, was identified as a major target customer; therefore the food and service proposition was focused on a smart and sophisticated customer who could enjoy a great cup of coffee, a traditional afternoon tea, light lunch or a glass of French after a successful day’s shopping. One “must have” from the Client was to please ensure to serve excellent coffee and a excellent range of quality teas.
Future Food’s development of the menu looked at the key areas of healthy choices, popular salads, rolls, bakery and patisserie items with a twist of luxury in the macaron and some traditional British favourites such as shortbread, scones and finger sandwiches. Emily Pedersen of Emily Pedersen Design, Melbourne worked collaboratively with Future Food and the client to design an interior that harmonised with the menu as well as the customer. Quality seating and modern interiors were to accompany delicious food served on contemporary crockery and cutlery.
Future Food consultancy services included:
- Customer Insight Research
- Café Concept Intent and Development
- Full Menu development
- Café Design Brief
- Selection of Interior Designer
- Briefing & Coordination of Interior Designer
- Service Sequence and Operational Flows
- Tenancy Design Review
- Operator Sourcing, Briefing and Selection Recommendations
- Pre-Opening Reviews
- Post Opening Review and Design Defects Review
Credits - Cover image via St Collin's Lane