Rethinking Food & Hospitality Procurement: Why the EOI Approach Delivers Better Results

In today’s dynamic food and hospitality landscape, customers have more choices at their fingertips than ever before. The core of any food and hospitality procurement process is to meet and preferably exceed the target market (customer segments) expectations and deliver a fit-for-purpose solution. Satisfying those customer needs leads to a greater frequency of uptake (strike rate) and increased average spend, creating a sustainable F&B offer and greater return to tenants and landlords.

In the world of high-value real estate and public infrastructure, food and hospitality are no longer an afterthought, they are a pivotal part of the experience and should not be left to chance through outdated traditional leasing models. Whether it’s a café, a bar, signature restaurant or event centre within a community, precinct or destination, the quality and relevance of food and beverage offerings can enhance the experience, attract visitation, and strengthen both social and commercial value.

The traditional leasing approach of awarding tenancies to the highest bidder may deliver immediate returns, but it frequently overlooks long-term growth potential, brand alignment and alignment to the target market.

Future Food’s Expression of Interest (EOI) process is a more considered, strategic approach. It begins with deep consultation and not a tender document. We work closely with our clients, developers, architects, local councils, arts organisations and asset managers to uncover the true purpose of the hospitality offer.

• Who is the target market? What is the segmentation? How do they spend?

• What sort of food experience will meet the target market needs, enhance the space and achieve the project’s commercial and cultural goals?

• What is the potential F&B revenue opportunity? Is there more demand in the location (missed opportunity)?

• What F&B offer – food, beverage and service – enhances our overall experience and aligns to our goals?

We have spent decades advising both the private and public sectors on how to embed hospitality into their existing precincts and new developments, not simply as tenants, but as integral contributors to the identity and success of each place.

Once we have aligned the F&B opportunity with the potential, only then do we move to market; and not to the general market, but to a targeted group of hospitality professionals and businesses whose expertise, vision and track record align with the opportunity. Through the Future Food F&B Operator network, built over hundreds of successful projects, we connect clients with top-tier operators who bring not just a rental return, but genuine value.

Our method works. It has led to partnerships that have reinvigorated retail spaces, redefined regional destinations, and delivered flagship hospitality outcomes in some of the country’s most high-profile civic and cultural precincts. It allows our clients to be curators, not just landlords - shaping the kind of hospitality that reflects the values of their institution or development, serves their audience, and stands the test of time.

The Terrace, Royal Botanic Gardens Melbourne. Image credit Darling Group

Royal Botanic Gardens Victoria (RBGV)

Future Food worked closely with RBGV stakeholders to develop a long-term strategy to reconsider the entire F&B offer through the multiple retail outlets and licenced Gardens spaces. Following our proven approach, we have taken three of the four licences to market and achieved great success. As one of Melbourne’s top F&B operators, the Darling Group reimagined The Terrace three years ago, tripling revenue expectations. This year, they transformed Jardin Tan into the stunningly designed Observatory. Curtis Stone Catering also joined RBGV two years ago, providing catering in the open garden spaces and the marquee on Ornamental Lake.

Events at Melbourne Museum. Image credit Fresh Collective

Museums Victoria (Melbourne Museum, Royal Exhibition Building, Scienceworks)

In 2023, Museums Victoria enlisted Future Food to lead a future‑focused catering strategy across three key sites. We crafted an end‑to‑end EOI and tender process, including strategy, forecasting, documentation, evaluation criteria and scoring methodology. The outcome? “The campaign was a huge success, attracting interest from the best operators in the market,” culminating in selection of The Fresh Collective across all three assets. This strategic alignment not only delivered exemplary service but also transformed visitor experience and revenue generation in ways standard leases cannot match.

Suttons Beach Pavilion – Render by Lahznimmo Architects

Suttons Beach Pavilion – Redcliffe, Queensland
Moreton Bay City Council

In late 2024, Future Food partnered with the City of Moreton Bay to shape the vision for the new Suttons Beach Pavilion, set along the Redcliffe foreshore in Brisbane. Our role was to ensure the asset was designed as a fit-for-purpose food and hospitality destination, one that would reflect both the character of the beachfront and the expectations of the local community.

Following the design development stage, we worked closely with Council to run a market sounding exercise. This process allowed us to engage directly with Australia’s leading food and hospitality groups, test appetite for the opportunity, and clearly communicate the Pavilion’s potential. Importantly, this step provided Council with the confidence to move forward with a formal tender process, knowing there was strong market interest and alignment.

While the tender process remains ongoing, the structured approach taken has already delivered value, ensuring transparency, confirming demand, and laying the groundwork for a high-quality outcome for all stakeholders.

Future Food’s approach is not about sacrificing commercial outcomes in favour of aesthetics or ideals. Quite the opposite. Our clients are seeing better, long-term financial returns, greater customer satisfaction, stronger brand alignment and a reduced risk profile, because the right operator in the right space, with the right support, performs.

For public institutions and high-profile assets in particular – where hospitality is deeply connected to visitor experience, community engagement and public value, the EOI process is not just a better option. It’s best practice.

At Future Food, we welcome the opportunity to explore how our collaborative, insight-led approach can unlock the full potential of your next project. We know a hospitality strategy built on our EOI process, insight and expertise, will always outperform an outdated leasing transaction based on rental return.