Future Food were engaged by Perri Projects to provide a food and hospitality strategy for West Melbourne Waterfront, Kensington, Melbourne. 

One of the key objectives for the report was to provide context for the architectural brief on the optimal quantity and location of food & hospitality within the wider project envelope.

West Melbourne waterfront will be a new mixed-use development (2024), encompassing work, live, hospitality and retail on the edge of the Maribyrnong River. The food and hospitality is key to activation of the proposed scheme both day and night. As such Future Food’s Scope of Work included evaluation of the concept documents and subsequent recommendations to maximise food and hospitality within the proposed project envelope. 

Additional research was carried out to determine the extent and capability of the competitive landscape; this in turn fed into the financial feasibility for food and hospitality - establishing the revenue potential and sustainable GLA.

Future Food also provided the Perri Projects Development Team with a considered Food and Beverage Vision Positioning Statement & Mix. A visualisation of the style, type and operator examples allowed the Architect’s to ensure that the built form would meet the aspirations of the Developers.

Business of Food Highlight: 

• Forecast Market Potential for the first full year of operation (2024) and sustainable GLA respective to the applied positioning levels of the proposed operators.

• Demographic and catchment analysis was also provided to ensure that the F&B would be well suited to the target users’ need states and aspiration, thereby customer maximising uptake.

Customised Food & Hospitality Services

• Stakeholder Engagement 

• Scheme Assessment & Initial Strategy Recommendations

• Trade Area Review – Competitive Landscape Review & Gap Analysis

• Forecast of Sustainable Volume & Market Potential

• F&B Vision, Positioning Statement & Mix