To expand its food retail offering, Malvern Shopping Centre in Melbourne has opened David Jones Food, making it Victoria’s first food concept launched by the department store.
The new food offering was sourced and developed by a team of 60 specialists to deliver premium-quality products in categories such as meat and poultry, prepared and semi-prepared fresh fruit and vegetables, salads, to-go meals, pantry items, confectionery and wine.
The AMPCSC Recommended Retail Practice Report 2017 found that, both locally and globally, shopping centres are shifting from being “transactional environments” to destinations that provide shoppers with opportunities to relax, socialise and dine.
The research indicated that 82 per cent of shoppers would spend as much or more on food experiences that were designed to provide opportunities to relax.
Additionally, more than 50 per cent of shoppers aged between 18 and 29 years wanted to see things like rooftop bars and in-centre dining introduced in shopping centres, which further highlights that consumers are increasingly looking to shopping centres as lifestyle and entertainment destinations.
Managing Director of AMP Capital Shopping Centres Mark Kirkland says this evidence and customer feedback is why David Jones Food will work well at Malvern Central in Melbourne.
“At AMP Capital, we strive to support and encourage innovation among our retailers and are extremely proud to be the first to introduce David Jones Food to Victorians at Malvern Central,” he said. “The launch further positions Malvern Central as a premium food-retail destination.”
Other shopping-centre locations where AMP Capital has identified the opportunity for food-offer development include the expansion of Marrickville Metro in Sydney, which will add about 11,000sqm and is due to be completed in 2020, Brickworks Centre in Southport on the Gold Coast, and Gasworks Plaza in Brisbane.
