Food and hospitality are no longer an afterthought for clubs. Clubs are using Future Food to deliver impactful expression of interest campaigns that align their aspirations with best practice operators’ commercial and operational practices. Top clubs recognise they are a pivotal part of the experience and should not be left to chance through outdated traditional leasing models. We are currently running multiple club EOI campaigns and understand that regardless of the venue – whether it’s a café, a bar, signature restaurant or event space within a club – 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 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 and new club precincts, 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 club hospitality spaces and delivered benchmark hospitality outcomes. It allows our clients to be curators, not just landlords – shaping the kind of hospitality that reflects the values of their club, serves their audience, and stands the test of time.