Chadstone to command attention of “foodies” with launch of Fresh Food Precinct

Posted by Daniel Palmer on 30th October 2008

Chadstone Shopping Centre – Australia’s largest shopping centre – will officially open its new Fresh Food precinct comprising 12,600m2 of retail space tomorrow (Friday 31 October).

Chadstone, in Melbourne’s south-east, is now home to 55 new food retailers including Simon Johnson, Tangelo Fine Foods, jones the grocer and Oriental Tea House, and prominent supermarket retailers Woolworths and Aldi. The array of quality food available is expected to see consumers flock to the centre in search of gourmet convenience. The area will also have an outdoor piazza for alfresco dining and entertainment.

Officially welcoming shoppers into the precinct will be leading Australian food editor and bestselling cookbook author, Donna Hay, who will prepare two recipes from her soon-to-be-launched book, No Time To Cook, and conduct a book signing afterwards.

Friday’s opening represents the first day of Chadstone’s Four Day Festival of Food which offers free public events including cooking demonstrations from Australia’s top restaurant and TV chefs such as Gabriel Gaté, sommeliers, cocktail bartenders, coffee demonstrations, kid’s cookery classes and live bands.

Stephen DeWaele, Centre Manager, believes that the precinct sets 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.

Of particular interest to many impartial observers will be the competition between Australia’s top two supermarket brands by market share, Coles and Woolworths, and the relatively new entrant to the Australian market, German discount grocer Aldi.

Aldi and Woolworths are both new to the centre and will compete with existing tenant Coles. It will be interesting to see if they can all prosper in one, albeit extremely large, shopping centre or whether competitive pressures force one of them out within a decade.