David Jones today unveiled its flagship food concept in Bondi Junction Sydney, marking a fresh and exciting new direction for David Jones Food, and an unparalleled food experience for Australian customers.

Today also marks the launch of David Jones’ own premium food brand, David Jones Food, spanning fresh and long life product, and a comprehensive convenience offering including innovative prepared meals.

"We have completely reimagined the way customers shop for, and experience, food by integrating world-class eating experiences with a retail offer focussed on provenance, quality, freshness and taste," said David Jones Chief Executive Officer, John Dixon.

The redesigned Food Hall at Bondi Junction, Westfield features an inspiring range of instore dining options developed in partnership with renowned chef Neil Perry, combined with a new premium food retail offer representing the best of Australia and the world.

Authentic ingredients, the best fresh produce, and a carefully curated wine and liquor offering, have all been brought together to provide customers an entirely new level of quality and convenience.

Instead of traditional aisles, customers will journey through nine immersive ‘worlds’ of food ranging from seafood and meat to fresh produce and chocolate.

Each world features complementary fresh and grocery products and inspiration in the form of cookbooks, relevant cooking implements and homewares. Product is coupled with expert advice and the ability to see, hear, smell and taste the food being prepared at the adjacent eateries.

Mr Dixon said, "Australians are well-travelled lovers of food, with high expectations for service, freshness and quality. We talked to our customers from the outset and saw a huge shift away from exclusive food experiences to people seeking experiences that are immersive and inclusive. We were challenged to

create something completely new so our approach has been to revolutionise our food offering. We want to connect and inspire people who love food, and the new Bondi Junction Food Hall is just the first step in this exciting journey."

Bondi Junction’s take home and instore eating options offer seasonal menus showcasing produce customers can also purchase to cook at home. Whether they are looking to enjoy a pizza fresh from the oven or a sandwich at the more relaxed ‘The Kitchen’, or an elevated experience at ‘The Oyster Bar’ or ‘The Restaurant’ with its grill, Asian and seafood menus, food lovers will have a variety of opportunities to relax and soak up the ambience.

David Jones Food Partner and renowned chef Neil Perry said, "I’m excited to work with such an iconic brand. David Jones and I are aligned in our values, sharing a passion for food excellence, the desire to create great memories, and a focus on sustainability."

"I think customers are going to be blown away by the new David Jones Food offering. There is a real emphasis on integrating quality food service with retail in a way that’s never been done before in Australia."

David Jones has recruited 92 new specialist food roles for the new Bondi Junction Food Hall across a range of food categories including chefs, butchers, chocolatiers, florists and cheese, deli, wine and liqueur experts. The entire Bondi Junction Food Hall team will now be 140.

The new Bondi Junction Food Hall concept has been a design collaboration lead by WHL design. The Food Hall layout takes inspiration from leading food destinations around the world and was brought to life in collaboration with internationally renowned food design firm, Landini Associates, after initial conceptual designs from Wonderwall Inc (Tokyo) and Landini Associates (Sydney).

In conjunction with the Food Hall launch, David Jones also today revealed its newly refurbished contemporary homewares department at Bondi Junction, showcasing a leading range of local and international brands across bed, bath and kitchen.

The Bondi Junction Food hall is the first concept to launch under the new David Jones Food moniker, representing a blueprint for the future of the department store’s food business. David Jones is investing $100 million over three years in the national roll out of its premium food offering.

The next phase of David Jones exciting food plans include a smaller ‘food market’ concept in Wollongong opening in October, the introduction of food offerings in existing stores in Sydney and Melbourne over the next year and the introduction of several standalone food stores in coming years. David Jones will also open a new enlarged food hall as part of the $200 million refurbishment of its Elizabeth Street flagship store in Sydney’s CBD.