Future Food were appointed to conduct a Trade Area Review & Gap Analysis for the Novotel Surfers Paradise (NSP) which is located in the heart of the Gold Coast’s tourist area. The NSP has demonstrated constant demand for in bookings predominantly through leisure travel and tourism however, after a recent change in ownership, a clear understanding of the hospitality landscape surrounding the hotel was required to maximise the potential to enhance the hotel’s food and beverage offer.

A comprehensive review of the primary trade area uncovered a highly saturated commercial environment, filled with many food and beverage operators. The objective of the exercise was to understand the type of operators within the trade area, their level of positioning and any dining trends which may exist between these competitors.

Beyond the primary trade area, the report identified a number of regions in the greater Gold Coast area which were deemed to have a higher standard of operators of a more independent nature. Modern, on trend concepts were identified in all of these regions, conversely some of these concepts were lacking in the primary trade area which further added to the commentary surrounding the lack of diversity in Surfers Paradise. Furthermore, hospitality within competing hotels indicated that the level of quality and number of concepts available within these properties were giving guests less reasons to leave and more reasons to stay on hotel grounds and increase their spend.

The report uncovered clear gaps in the food and beverage market, recommendations were provided to NSP as to the type of concept and level of positioning which may present the highest level of opportunity, aligning to day part activation with consideration to the perceived capabilities of the hotel.

Future Food Services

• Snapshot Operator Review outlining the F&B experience at NSP

• A Trade Area Review of Surfers Paradise

• A Gap Analysis aligned to the primary trade area.

• Positioning Statement & Concept Recommendations