Chadstone – the food capital?

Posted by Daniel Palmer on 1st October 2008

Chadstone Shopping Centre, one of Australia’s largest shopping centres – often referred to as ‘The Fashion Capital’, is set to open their much anticipated Fresh Food Precinct before the end of the month. Gourmet food retailers, supermarkets, liquor outlets, cafés and restaurants will all feature in the new precinct.

Stephen DeWaele, Centre Manager, believes that the precinct will set the benchmark for Australian shopping centres.”We will be bringing a level and quality of food that has not been seen in shopping centre’s before – many of the precinct’s retailers are familiar names in renowned strip shops such as High Street, Malvern and Bay Street in Brighton,” he advised.

The Centre, located in Melbourne’s south-east, will house 30 gourmet retailers including renowned operators Simon Johnson, the Oriental Tea House, Tangelo Fine Foods, jones the grocer, and Evo Shop.

Following the launch, Chadstone Shopping Centre will become one of Australia’s most intensely competitive areas for supermarkets, as Aldi and Woolworths enter to join existing tenant, Coles. There was a lot of discussion throughout the Grocery Price Inquiry about shopping centre clauses possibly restricting supermarket competition, amid complaints that existing tenants were protected from competitors. It will be consequently be interesting to observe the success of the three prominent supermarket operators while they are in such close proximity to each other.

The fresh food precinct will comprise 12,600m2 of retail and 9,280m2 of commercial space on the east side of the centre and, in addition to the gourmet stores, supermarkets, First Choice Liquor and Colonial Fresh Markets, it will also house an outdoor piazza featuring alfresco dining options.

The new precinct could be expected to generate strong interest amongst consumers as trends suggest preferences are shifting toward fewer shopping trips with larger baskets/trolleys. Many consumers have also been seeking more ‘premium’ products, which has spurred growth of gourmet food retailers in recent years.

“Customers are becoming extremely discerning about their food shopping,” Mr DeWaele noted. “High quality bakeries, gourmet food stores and specialty delicatessens have become prevalent in the last decade. Our new Fresh Food Precinct responds to this trend, providing a one-stop shop for food and fashion lovers.”

Chadstone’s Fresh Food Precinct will open on October 29, 2008.