Tapping into the food truck frenzy, Hudsons Coffee has rolled out a unique new store concept at Victoria’s Chirnside Park shopping centre. In a first for the Melbourne-based coffee franchise, and in line with Australia’s ongoing obsession with food trucks, the store operates out of a 1970s Citroen H Van, imported especially for Chirnside Park. Building on the food truck theme, the van sits on a simulated roadway with curbside dining for more than 20 customers. Roadside railing has als
so been installed on the site to define and separate the space within the mall.
“This new store concept has been some time in the making for us, and has been developed to provide a point of difference that is captivating for both landlords and customers, as well as showcasing the innovation from within our network,” Adam Summerville, MD of Hudsons Coffee, said.
“The food truck and street food scene has been growing in popularity over the past few years, and we’ll be merging this with our tried and tested store formula.
“The idea is to create a hybrid offering that caters for this growing market, while being based in fixed locations to ensure we can provide welcoming surroundings for our customers to relax and enjoy our coffee and food products.”
The truck was created by The Greater Group, who have previously worked with brands including Pandora, Samsung, Optus, Bank of Melbourne, and 2XU.
The Greater Group has also collaborated with Hudsons for several other store formats, including a new look concept at Melbourne Airport, and a revamped city site along Elizabeth St.
Neil Arrowsmith, partner at The Greater Group, told Inside Retail PREMIUM the food truck is a new step for Hudsons when it comes to building brand recognition.
“This may be the first food truck to be within a shopping centre,” Arrowsmith said.
“The beauty of being in the mall is that everyone that walks past is a potential customer. That’s where kiosks have great value because you have constant passing traffic.
“In terms of brand recognition it’s another step for Hudsons. Another highlight is the flexibility that it offers customers and also Hudsons.”
Parked within the shopping centre building, the van is open seven days a week and boasts an exclusive breakfast and lunch menu developed especially for the store by Hudsons’ executive chef, Peter Reffell.
Hudsons Coffee first opened in Melbourne on Elizabeth St in 1998.
The first franchise store followed in 2003 in South Australia. In 2009, Hudsons was acquired by Emirates Leisure Retail Australia (ERLA).
There are now more than 70 Hudsons Coffee locations around Australia.
