Myer Melbourne

Client: Myer

Develop and articulate the strategy for food and beverage operations in-store and to document, develop and manage procurement of incoming contracts.

The Project

Myer undertook a $20M redevelopment of its flagship Myer Melbourne store, opening in 2010. The redevelopment significantly reduced the footprint of the store and included the relocation of 800 corporate staff to a new, purpose built corporate office in Docklands. Myer sought to re-purpose the significant and historic Emporium into a premium flagship store. Historically, Myer adopted the department store model of including a food court on the upper levels of the store. The redevelopment sought to redefine the food and beverage offer to engage and increase in-store time of patrons, and provide a more contemporary and diverse retail food and beverage offering which embraced the Melbourne origins of the brand.

Our Role

The Maytrix Group worked with the Myer corporate team to develop and articulate the strategy for food and beverage operations in store and to document, manage and assess tenders, negotiate with incoming contractors and inform the preparation of robust contracts. To inform strategy, The Maytrix Group undertook global benchmarking and informed the infrastructure requirements for the 3 catering concessions, Mural Hall (including the installation of a function kitchen and pre-reception area) and the loading bay. Docklands corporate and retail catering attracted a high quality café concept and is the central office meeting point.

The strategy to exclude a traditional food court from the refurbished flagship store was a significant departure from the traditional department store model. This benchmark strategy has underpinned a significant growth in foot traffic and increased dwell-time in store. Including Melbourne institution Brunetti, sales through catering exceeded all expectations.

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