"Thanks for your outstanding contribution in bringing together Let’s Eat. The feedback we have been receiving from the most important critics (our paying customers) has been totally and absolutely overwhelmingly positive. I believe we have created something that is unique and is going to be very successful"
"It's been called ground-breaking, declared a world first and nicknamed 'Melbourne's Gastronomic Theme Park"
"It's difficult to make comparisons as there hasn't been anything quite like it before. let's eat is more than just another groovy grocer, and it's not quite the same as the food hall a la Harrods or David Jones. It's more accessible than, say, Paris' deluxe Fauchon or London's Fortnum and Mason, yet the Coles backed store has nothing of a supermarket isle about it.""
Lets Eat, Melbourne
The first major Australian concept in food and wine retailing, Let’s Eat caters for the growing market of time-poor professionals looking for something more exciting than usual supermarket fare. The Let’s Eat emporium offers fully or partially prepared meals using fresh ingredients, available for take away or to eat in store. Our design work was directed towards integrating fresh foods and wine. Customers are encouraged to experiment with regular tastings and to match meals with wine from around the world.
Following over two years’ development and featuring more than 1,300 product lines, Let’s Eat is much more than a fresh food market. It is also a bakery, butcher’s shop, greengrocer, delicatessen, cheese shop, café, snack bar, sushi bar, wine bar, classic wine cellar, chocolatier, florist, kitchenware shop, cookbook shop and cooking school. Appointed by Coles Myer, we designed and implemented every aspect of the Let’s Eat prototype, which is located within Melbourne’s busy Prahran Market. We facilitated customer interaction with the specialty food and wine on offer by using technology and innovative signage. Educational point-of-sale systems offer serving suggestions with each purchase and recommend complementary wines or desserts. Interactive screens provide information on meals and cooking instructions or print outs of ingredients.
At the heart of the store is an open plan kitchen, where 60 chefs prepare customers’ meals. Spreading out over 1,400 square metres on two floors, Let’s Eat offers customers 1,600 meal suggestions displayed on computer terminals. Customers can also select from daily specials cooked to order. All meals are prepared daily and showcased in 100 linear metres of specially designed display cases. We kept the shop circulation tight to create interest and the sense of a marketplace.
Customers enjoy searching for things, and this is encouraged by the layout. For maximum impact, walls of merchandise are presented against a material palette of white stone, stainless steel and polished concrete. We designed all counter units to be raised off the ground so that wine and other product suggestions can be juxtaposed with the main ingredients. The Let’s Eat identity colours are black and white. Dominating packaging, point-of-sale and signage in the store, these colours evoke the chalkboards of traditional markets.
Coles Myer Group
1400 square metres
Food, Retail, Hospitality
Interior Design, Graphic Design, Brand Identity, Packaging
Courtesy of Lets Eat