Crown Resorts
Melbourne
Crown Melbourne engaged Future Food in 2023-4 to develop a F&B masterplan and strategy for the proposed redevelopment of the Melbourne Casino, Entertainment and Hotels (3).
Crown Melbourne engaged Future Food in 2023 and 2024 to develop a comprehensive F&B masterplan and strategy to guide the proposed redevelopment of the Melbourne casino, entertainment precinct and its three hotels.
Following the acquisition of the asset by United States based Blackstone Capital, it was determined that the food, beverage and hospitality offer required significant renewal and reprogramming to meet contemporary market expectations and to strengthen the precinct’s overall capability and appeal.
Future Food was appointed for its ability to produce a robust and balanced business case supported by a clear strategic rationale, one capable of withstanding extensive internal scrutiny.
The methodology applied combined a proven masterplanning framework with deep collaboration across multiple Crown departments, including commercial, food and beverage, data and brand strategy, leasing and development and construction. This integrated engagement ensured the final strategy was both ambitious and operationally grounded.
The resulting food and beverage strategy covered more than 40,000m2 of leasable and internally operated venues across the precinct. It incorporated every restaurant, bar, private club, hotel venue and gaming venue, shaping a holistic vision for how the offer should evolve to meet future demand and enhance Crown Melbourne’s competitive positioning.
Future Food’s scope of work included a detailed site assessment and opportunity analysis, a gap analysis of the existing offer, a comprehensive review of the competitive landscape and customer stratification and experience profiling.
The team assessed the market potential and sustainable revenue for food and beverage, developed a positioning hierarchy and established a future food and beverage mix.
The work also involved identifying potential third party operators for partnership and leasing opportunities, benchmarking financial productivity and considering spatial planning, massing and operational requirements.
