OUR PROJECTS
Crown Resorts
Melbourne
Crown Melbourne engaged Future Food to develop a F&B masterplan and strategy for the proposed redevelopment of the Melbourne Casino, Entertainment and Hotels (3).
2023 – 2024
Following the purchase of the asset by US-based Blackstone Capital, an overarching decision was made that the food, beverage and hospitality required refreshment and reprogramming aligned to modern standards, experiences and capability.
Future Food were appointed because of their ability to develop a rationale that would provide a balanced and well-considered business case that could weather extensive internal scrutiny. Our approach adopted a proven masterplanning methodology, overlaid with significant collaboration with internal Crown departments including commercial, food and beverage, data and brand strategy, leasing and development/construction.
The Future Food F&B strategy for more than 44,000m2 of leasable and internally-operated venues included all restaurants, bars, private clubs, hotel venues and gaming venues.
The Future Food scope of work included:
Site assessment and opportunity analysis
Gap analysis of existing offer
Competitive landscape review
Customer stratification and experience profiling
Assessment of F&B market potential and sustainable revenue
Development of a positioning hierarchy
Development of Future Food and Beverage mix
Operator identification for third party partnerships and leasing
Benchmarking of financial productivity (F&B)
Spatial planning and massing and operational considerations for the developing scheme.
