Broadway Sydney

PROJECT

Despite this centre having one of the highest performing Coles in the country, both retail food specialty and food catering operated at below average performance.

Mirvac and Perron Group were keen to understand how much more food could be sustained in the development given the current performance concerns.

TASK

Level 2: setting a new benchmark for Food Courts

OUTCOME

B&P’s analysis uncovered some key insights that explained why specialty food was underperforming that no-one else had picked up on. This centred around 3 key themes;

1. The high prevalence of well educated, high earning “early adopter” types looking for modern and contemporary food styles as opposed to traditional shopping centre food models that Broadway had – this was leading to poor conversion in centre from current customers.
2. The majority of customers came on foot to the centre, leading to a basket shop and impulse mentality. We had to get the food more accessible to the foot traffic routes or face losing customers.
3. Customers in the trade area spent significantly more on fresh food and on dining out than Sydney averages but their frequency of shop was no greater – meaning they liked to spend on premium experience – better wine, more expensive ingredients – whereas the current offer in centre was value focussed.

Working in tandem with the Mirvac Development Manager who had discovered a way to expand the centre GLA into a car park in order to accommodate the addition of some International fashion mini majors, B&P devised an F&B strategy that integrated for the first time in Australia food and fashion.

We created an Urban Dining Playground brief for the architects that created a deconstructed contemporary food court outside the fashion mini majors, that then subtly merged into an eat street linking the cinemas and the vertical transportation from the main pedestrian entrance points.

A large bank area was also converted to an outstanding food hall on the main pedestrian entrance to increase the sense of food presence throughout the asset.

The food catering footprint was effectively doubled as a result and the Centre has achieved the highest MATm2 for specialty of any Centre in Australia post re-development.