MCG: The Paddock

Running in tandem with the development of The Terrace, Future Food was assigned all 4 Stages of Concept Development to create a multi-cuisine venue that featured fresh food stations while ensuring the offering was targeted to a largely male-dominant gender composition. 

Future Food took into consideration volatility of demand with sharp dips and peaks dependent on event schedules, use of a central kitchen, on-site finishing and garnishing capabilities, popularity of snacking and impulse menu items and products that had a Melbourne Food & Beverage vernacular while creating the menu. 

‘A bustling and bright eatery celebrating the essence of Melbourne and the rich history of the MCG’ was the design brief provided by Future Food to the external architects and designers, while special consideration was given to entry statements, queuing, food selection, beverage station, payment and seating. 

While Future Food coordinated the interior design development and fit-out and developed the brand identity and application across all consumer touch points, the project concluded upon the completion of pre and post opening training and post opening operational audits.

Future Food Services

• Food & Beverage Masterplanning

• Concept Development

• Spatial Planing & Care Design Briefing

• Operational Planning & Service Programming

• Pre & Post Opening Reviews

MCG: The Terrace

The tenth largest stadium in the world with a capacity of 100,000 patrons, Future Food was assigned all 4 Stages of Concept Development to revitalise the Food & Beverage offering in the stadium with a particular emphasis to gender profiling of its target clientele.

Service speed and efficiency were paramount to the success of the venue, and being positioned as a ‘members only’ lounge, Future Food felt it was imperative to develop an Food & Beverage offer that emanates a premium and gourmet appeal while maintaining a balance with stadia’s favourites like pies, snacks, sandwiches, hot and cold beverages and impulse treats. 

‘Elegant, bright and comfortable’ was Future Food’s brief to the external architects and designers and counter service of plated cooked to order food and freshly prepared items on display was the back-bone of the space being created. 

Future Food coordinated the interior design development and fit-out, brand identity and application at all consumer touch points and concluded the project upon the successful pre- and post-training of operations.