An explosion of food markets across Australia has increased competition for both specialty fresh food and unique, artisan prepared food providing opportunities to attract local consumers and international tourists. Opportunities exist to increase performance through developing place-making strategies to establish global market status while maintaining a true local profile maintaining the integrity and essence of a vibrant market place. Competition escalates between food markets and fresh food halls within shopping centres with both looking to offer a ‘market’ experience to gain market share of the non-discretionary food shop and more discretionary prepared food and dining dollar.
The appeal of food markets across Australia has grown considerably over the last few years. The market format has evolved from the weekend farmer’s market model to include more socially interactive environment with the integration of prepared food and entertainment. Food markets have become a social magnet across a diverse consumer range attracting families, singles, youth and local and international tourists.
The emergence of gourmet food trucks, international and local artisan pop-up concepts has created a heightened social and sensory experience reflecting our diverse, multi-cultural array of food producers and farmers.
Markets across the globe are becoming more permanent structures within well designed venues creating functional operating spaces, weather resistant and extended trading and providing comfort levels for consumers to dwell and graze. The market places of today take a civic approach connecting the local community with rural farmers and local producers alongside craftsmen, artists and entertainers promoting kinship and ethical community values.
Prime examples include the evolution of Borough and Camden Markets in the UK and the Chelsea Markets in the US, all examples of a successful transition from fresh food market places to foodie destinations. Chelsea Market reported an increase of around 30% in visitation after transforming from a more traditional produce market by incorporating prepared food elements derived from the fresh onsite produce. Initial resistance from locals concerned with maintaining the integrity of the market has been overwhelmed by the injected energy in this thriving destination located in the Meatpacking District in New York. Now a prime piece of real estate, the market attracts over 5 million visitors per year both local and tourists and trades 7 days a week from 7am until 9pm.
Historically, the ‘market place’ provided more than just a venue to purchase fresh food and general supplies. It allowed rural and urban people to meet and connect, sharing news and knowledge. Today our markets reflect this ‘feel good’ factor with the community. The unique mix of local and ethnic food and produce attracts our diverse, multi cultural population and food tourists from across the globe offering a real snapshot to the region/country and its culture.
Creating the ultimate market place should include both sets of users groups – local and tourists. The strategy, based on market research and analytics, starts with a concept vision that includes developing a compelling product/stall mix, innovative design and layout features, adequate operational services and facilities, active marketing and events plan to activate and support a forecasted increase in visitation, sales and highlighting potential increases in leasing revenue and asset growth across a broader trading platform. Mapping out the strategy and business plan is essential to deliver the critical success factors prior to executing the design and development plans.
The following photos showcase the new (October 2014) Markthal in Rotterdam.
The covered market, located in the city center of Rotterdam, comprises 96 fresh produce units and 20 hospitality and retail units. The roof of Markthal is shaped by an arch of 228 apartments. A four-story underground car park offers 1.200 parking lots. This combination of market and housing is the first of its kind, making it a world premiere.
Markthal – Rotterdam
Also review Yagan Square – Australia’s latest civic market concept currently under development – showcasing WA’s innovative producers. An award winning design by Maddison Architects, I was fortunate to be engaged to develop the concept into a sustainable enterprise combining a range of permanent primary and secondary tenancies and a flexible offer of temporary stalls, pop-ups and food vans. Additionally, across this 3 storey structure and surrounds, the concept included strategic placement of cafes and restaurants utilising key vantage points, external areas, train station pedestrian track and urban laneways. Yagan Square (MRA – Metropolitan Redevelopment Authority) in the centre of Perth’s CBD projects a strong civic statement.
Maximising GLA – Transform the smallest spaces into active places – Turn quirky spaces into desirable revenue generating opportunities
Maximising GLA in commercial properties is always a challenge for leasing executives, particularly when refurbishing an existing site. It is equally as important to activate all areas to increase circulation and maximise sales opportunities for all retailers. Reducing dead spaces and filling difficult spaces can provide a connection across all retail, food and leisure, bringing a precinct to life. Dark disconnected corners, under stairs and escalators, carpark entrances, secondary entrances and exits can be given a new lease of life by designing and curating unique food and retail tenancies showcasing alluring concepts.
Casual lease kiosks or pop up options create variety and excitement showcasing new to market products that often transfer to permanent retail lease opportunities. Developing external clusters of food or retail trucks and pop-up stalls can provide additional promotional marketing events to attract a target audience. This externalisation of food and retail brings the offer out to the community.
The strategic distribution of retail concepts on the external facade can allow retailers to trade across a wider day segment, and food with custom designed external seating areas provides an active and welcoming statement. The distribution, layout and junta position of retail and food tenancies, if carefully aligned to the demographic shopper profile, can have a positive impact on sales and utilisation. This requires the development of a leasing strategy to create well defined precincts or cluster targeted at specific user groups.
Rebranding is not merely about changing a logo and signage. It is a cultural shift based on consumer and product research careful analysis and strategic insight at all stages of the process. This strategic, analytical and disciplined approach continues as part of the ongoing evolution, delivering on brand promise across all consumer touch points.
The transformation of the brand strategy can vary depending on the key elements identified in the evaluation phase. A firm positioning strategy can include:
- Expanding into new markets – broaden consumer base, inject new product lines.
- Align and update the image and values with current and emerging markets.
- Connect with consumers – a new customer service and loyalty strategy
- Create a new culture – energetic & inspiring
- Remain competitive and profitable
The re-branding strategy must be easily transformed into the brand experience. It requires authenticity, consistency, attention to detail and engagement across the retail team.
Beaches – (Coastal Apparel Stores)
(Design by David Byerlee – Photography by Blow Ink)
The stakes are high when undertaking a rebranding exercise in retail. The process can be costly, disruptive to trade and confusing to customers. Maintaining customer appeal, loyalty, and credibility is at risk. With the help of social media, strategic marketing and a timeline and checklist it can be achieved without too much grief. Engaging the right design team and communicating a full brief is crucial in representing the brands values, product range and aligning with the consumer demographic.
A small chain of surfwear stores has successfully undertaken the task, refreshing and injecting energy into what was once a franchise brand.
Beaches has 2 store locations in South Australia at coastal shopping centres, servicing the die hard surf and beach culture and the urban population in this expanding residential zone.
The Beaches brand identity reflects the coastal culture and resonates in a youthful and approachable way to all ages, male, female, families and kids. Supported by a professional store fit out and innovative visual merchandising the company has drawn on its management and staff ‘s creativity as well as utilising the surfwear labels to fit out and visually merchandise designated areas of the store. This specific collaboration between suppliers and store operators also assists to simplify the reordering process providing efficiencies for store managers and buyers.
2014 set the foundation for change in food and beverage across the country, and in the later half, provided a taste of what’s in store for 2015. We have identified the rise of pop up stores and food truck gatherings, foodie markets day and night, the refresh and refurbishment of numerous shopping centres, increase in apartment dwellings providing a lifestyle food offer, interactive fresh food markets and halls, the recognition of value in neighbourhood centres and strategically placed food and beverage destinations within the CBD and urban landscapes. The common denominator contributing to the success and destinational appeal of retail and leisure locations is FOOD. These are all spaces to watch as the market becomes increasingly competitive to meet changing consumer demands while retail, CBD and entertainment precincts vie for market share.
FOOD & RETAIL TRENDS for 2015
- Supermarkets and specialty fresh food halls – become social destinations, providing a more sensory experience combining take home purchases with gourmet dine-in opportunities.
Mercato e Cucina – Sydney
- Specialty food concepts – approachable and egalitarian featuring ethnicity, single concept, authentic themes with a story to tell and a conviction to their origins. Demise of the standard cafe with everything.
- Trading hours – centres, shops and CBD locations dare to be more flexible to meet the needs of the NOT just nine to five workers. Sustainable businesses trading from breakfast until late. Finding their niche and responding to the needs of the people in their trade area.
- Design and concept development – this is the year to think outside the box! Rethinking what constitutes a destination, creating multiple destinations within a destination, deconstructing, externalising and removing the tired old design formats and constraints of the typical shopping centre configuration or food destination layout. Challenge the status quo and understand what the future will present.
- Personalised service – with ethical, civic and community links. Well trained staff with a stake in their customers requirements and an acute awareness of their shopping patterns and product preferences.
- American style food concepts – crab shacks, more meat and smokin’ hot grills, including bacon flavours, marinating and in house smoked products to rival the Aussie BBQ.
- Food tourism – creating destinations and marketing strategies to appeal to the increasing number of foodie tourists travelling the globe.
- Health and well being – substituting processed grains, flour and butter with compounds made from natural nuts, grains and seeds. Nut butters, coconut, agave syrup are a few new desirable ingredients sought after in products ready to consume. Paleo food, fermented vegetables and raw foods, unbaked desserts with key superfood ingredients will increase and become more mainstream. All natural cold pressed juices and tonics will continue on their upward trend. New ways to access protein – insects as a snack or ingredient.
- Provenance – is becoming increasingly important to the masses. A social conscious is more widely spread across communities who wish to support local producers, reduce carbon footprints and be reassured that their food is natural, fresh and from an ethical source.
- Coffee Culture – the nation is now full of coffee addicts and conisseurs, loyal to coffee blends and fine baristas. Serious brands will concentrate on roasting, blending and producing volumes of ‘coffee to go’ with minimal food.
- More pop ups, food trucks and artisan collaborations taking place eg: (Mountain Goat Brewery and Meat Mother is one example amongst many creating short term events to excite the public).
- Luxury ice cream, gelato and yogurts – adult iced confectionary made with the finest ingredients and not just served in a cone.
- Craft beers and micro breweries – creating and experimenting with brews of beer and cider. Experimenting with flavour profiles and infusions. Pairing with great food providing an egalitarian destination for social gatherings.
- More Markets – showcasing local and artisan produce, street food and cultural dining events. Bringing growers and producers to the public day and night at various locations, festivals and events. Redevelopment and design of city market places creating community and tourist destinations.
- Technology and social media- more food and coffee apps to assist the tech savvy and time poor consumer. Analytics through use of technology to capture and measure consumer purchase patterns, behaviours and product preferences to increase efficiencies, create sales opportunities and provide a new style of loyalty rewards.
- Sensory dining – in a controlled environment where climate, sound and visual projections heighten the experience together with amazing food themes.
Ultraviolet by Paul Pairet in Shangahai