Orange City – CPRAM

Tripled food catering GLA

Orange City is a regional shopping centre in NSW with a higher household income compared with neighbouring towns and a flourishing ‘food & wine’ tourism market.

With Myer exiting the centre and Harris Scarfe backfilling a smaller portion of the floor plate there was an opportunity to revitalise the centre through repositioning with new retail and F&B.

Orange City relied on its older style food court and cafes to provide the F&B profile for the centre with 8 internal, predominantly ‘Mom & Pop’ F&B operators.

The B&P research and analysis identified that the centre was not capturing the available food catering spend and the ratio between slow and fast food for the demographic was skewed.  The F&B strategy focused on:

Insufficient fast food internally – B&P determined an additional 2 tenancies could be supported internally

Outdated Food Court design – based on some preliminary plans, B&P reconfigured the food court layout to group the critical mass directly on the main central travel paths, creating a central hub

Poor circulation and sightlines – redirected the travels paths through the centre, improving sightlines to the food court, with direct links to the new retail and external dining lane to encourage the traffic flow to engage with F&B at each stage of the journey

Outdated F&B mix – A new combination of highest and best use cuisines operated by professional brands, in sustainable tenancy sizes, supported by increased shared seating and anchor tenancies with internal licensed seating were reconfigured on the plans creating a more comfortable, longer dwell time and higher conversion from shoppers

Absence of slow food and casual dining – B&P analysis indicated that there was a significant opportunity to create an external dining cluster of 4-5 tenancies from the high street façade through to Post Office Lane. Creating a vibrant new laneway statement offering around 500sqm of small, unique day and night, QSR/casual dining cuisines aligned with the young adults, families and tourists

The development is due for completion in December 2019.