2020 – 2024

Queen Victoria Market is the heart and soul of Melbourne. Eat, shop, explore and discover your way through our iconic food halls and heritage Sheds where the banter is as fresh as the produce. Or simply soak up the atmosphere of the largest open-air market in the Southern Hemisphere.

Future Food’s involvement in aligning and integrating the vision through the creation, development and operational delivery of the Food & Beverage destinations within the market.

Food & Hospitality Strategy

Queen Victoria Market (QVM) has been an ongoing engagement for more than three years (as of 2024) as well as historic engagement going back more than a decade. 

In this most recent period, we have delivered four consultancy projects for QVM as they seek to elevate their offer and become relevant to the changing audiences of their communities. Our work includes:

Food and Hospitality Framework & Strategy (May 2021)
A review of the existing (prepared) F&B offer in the market and recommended strategies for future development includiing, the development of an evening economy; connection with their local community (a changing population) and the development of a more sustainable business model.

Food Hall planning and design advisory (April 2021)
Future Food assisted QVM and their chosen designer BPSN, to develop the business case for the proposed Food Hall and provide design and layout advisory to maximise that business case potential.

Food Hall Expression of Interest Campaign (June 2021)
Future Food provided an Exprexssion of Interest (EOI) campaign, review and recommendation to secure the best new operators.

Fresh Food & Specialty Produce Framework (May 23 - March 24)
The modern retail landscape is undergoing change. The adoption of technology, changing urban lifestyles, exposure to modern retail conveniences & layouts; create a landscape where many people are not equipped with the skills or the aspiration to shop in a market. 

Customised Food & Hospitality Services

• Assessing the project, (Greenfield or redevelopment) to ascertain the opportunities available

• Reviewing & assessing the existing or proposed scheme

• Appraising competitors within the trade area

• Evaluating existing tenancies to retain, relocate
  or refurbish

• Conducting a Gap & Swot Analysis of the trade area

• Review of status quo, Scheme Assessment & High Level Opportunities, Benchmarking & Gap Analysis