Food Consultants Australia provide solutions for the retail food and hospitality industry
New Food, New Customers Melbourne Airport, Melbourne
The Venue
Melbourne Airport caters for domestic and international travelers.
15.5 million passengers traveled in 2002 with the number of passengers
growing at an average rate of 5.8% per annum.
The recent expansion of the Qantas domestic terminal created a retail
precinct between Qantas Domestic and International, known as the 'Qantas
Link'.
This provided Melbourne Airport Management with the opportunity to
increase the food and beverage offer to accommodate the increase in
customers and staff.
Challenges
Developing the right retail food mix to complement the existing airport
offer.
Offer a point of difference from the current International and new
Qantas Domestic food and beverage offer.
Developing the design and layout to complement the location and maximize
sales.
What FCA was asked to do
Assist Management to develop Qantas Link as the best quality food
and beverage offer at the airport.
Recommend a retail food mix.
Assess suitability of food retailers.
Develop usage, seating configuration and interface of the area.
Work with the selected food retailers to review design and layout.
What FCA did
Reviewed Melbourne Airport and other international airport's food
precincts.
Reviewed "Link" design and made recommendations to maximize
customer strike rate.
Defined the customer needs to maximize strike rate opportunities.
Reviewed customer spending patterns to determine the menu mix.
Defined menu opportunities, items not currently being offered and
reviewed customer feedback.
Presented a choice of food and beverage options, indicating space
allocation, layout, operational style and meal offer. Offered indicative
style of tenant.
