Future Food was asked by QIC to perform a comprehensive review of the existing and planned F&B offer at Grand Central, a Big Gun shopping centre in Toowoomba QLD.  It recently opened completed a redevelopment that effectively doubled the size of the centre. QIC wanted to understand how the new food and beverage offer was performing as well as analysing the trajectory of F&B in the Darling Downs so that they could future-proof the property.

Future Food initially performed an extensive analysis of the food and beverage at Grand Central and the greater Toowoomba market. This work established whether the current offer was appropriate in the context of its ability to meet the needs of the catchment, now and in the future.

Future Food then calculated the Market Potential by identifying and assessing all relevant economic and demographic trends. 

Finally, Future Food provided QIC with a Vision, Positioning Strategy and Mix that was aligned to the centre’s overall key strategy drivers. This established the core objectives for delivering food and hospitality at Grand Central and the roadmap by which the food and beverage could reach these targets.

Size/Scale: 90,000 m2 lifestyle centre

Business of Food Highlight

• Our analysis of the Market Potential found that there was substantial support for an increased & more focused F&B offer.

• Out-of-area customers had a Strike Rate of 75%, showing the F&B penetration in this group was excellent & some of the highest in the country. Research also showed that average spend per head was below average &, as such, there was considerable scope to improve the F&B to more adequately serve this important customer segment.

Customised Food & Hospitality Services

• Scheme Assessment & Initial Strategy

• Trade Area Review – Competition Review & Gap Analysis

• Forecast of Sustainable Volumes & Market Potential

• F&B Vision, Positioning Statement & Mix