CREATING A NEWDINING EXPERIENCE

A VISION FOR THE FUTUREWith more than 24 million visitors per annum, Merry Hillis one of the UK’s most successful and popular shoppingcentres. With an ambitious development masterplan,Merry Hill and its surrounds are set to become anintegrated retail, leisure and lifestyle destination atthe heart of the West Midlands. Eat Central, Merry Hill’sstate-of-the-art food court, is the first impressive stepin this masterplan.

Merry Hill is the focal point of a 220 acre mixed-use complexin the heart of the West Midlands. The 140,800 sq m centreoffers over 250 stores including Debenhams, M&S,Sainsbury’s, Bhs, Next, H&M, TK Maxx, Asda, Primark andTopshop. The complex includes an Odeon cinema, externalretail park featuring 21 units and 8,000 car parking spaces.

In addition, the Waterfront precinct provides officeaccommodation and a mix of restaurants and bars, creating avibrant social destination throughout the day and into the night.

Merry Hill is currently being transformed with improvementsto the retail mix, the installation of contemporary bulk heads,impressive full height glazing shop fronts and plans for aspectacular new food court.

The Merry Hill masterplan has been developed in partnershipwith Dudley Metropolitan Borough Council. The developmentconcept is based on the linkage of Merry Hill, the Waterfrontand Brierley Hill High Street to create a new urban centre.The masterplan proposes comprehensive improvements to thepublic transport infrastructure, 1,300 new residential units andthe creation of significant office, leisure and public spaces.

THE WESTFIELDDINING EXPERIENCE

Westfield specialises in creating innovative food retailingdestinations which have transformed shopping centresacross the globe into entertainment and lifestyledestinations.

The recently launched Westfield Derby introduced Eat Centralto the UK market and Merry Hill will see the next generationof the concept.

Characterised by successfully blending traditional high-streetfood retail with a range of international cuisine,Eat Central is designed to tempt all taste buds.

Featuring individual food stations designed to showcasepreparation and cooking technique, customers will betempted by freshly prepared meals created with qualityingredients right before their eyes.

DINING ENVIRONMENT

Eat Central’s dining court is arranged around a centralatrium, allowing daylight into the space. The light isfiltered through the leaves of a central tree which givesfocus and drama to the seating area.

The design concept is to provide a busy, welcoming andinviting environment that fully embraces a wealth of culinaryexperiences. The material palette is natural and texturedwith perimeter panelling that complements the dappled lightin the central space.

Different heights and arrangements of seating create arelaxed informal sense of space. Raised and lowered areasallow for an inviting and rich mix of environments, enablingthe food preparation and presentation to remain at the heartof the Eat Central concept.

– A NEWCONCEPT IN SHOPPING

CENTRE DINING

Three double height restaurants with entrances both outsidethe centre and inside Eat Central will provide a vibrantwelcome to the area and build on the centre’s evening trade.

A recent exit survey at Merry Hill indicated that customersbelieve the major area where the centre could mostimprove is the catering offer. Further, with a total trade areaexpenditure on food catering estimated at £215 million,22% of total expenditure*, the demand for Eat Central isextremely robust.

* based on weighted 2008 spend across all spend categories, CACI

Eat Central will transform the catering offer at Merry Hill

and provide customers with a unique dining experience.

With 1,200 seats and 16 operators, the development willoffer an eclectic mix of local and international cuisine in arelaxed atmosphere. Inspired by natural and sustainablematerials and finishes, the development will reflect amodern, contemporary and fresh approach to foodcourt design.

Located on the upper mall, Eat Central will have a new,dedicated entrance suitably named ‘The Orangery’ whichtakes you from outside the building directly into the centre.

THE REGIONAND ITS PEOPLECATCHMENTMerry Hill has more than 24 million customer visits perannum and serves a main catchment of almost 1.6 millionpeople, including the affluent counties of Worcestershire,South Staffordshire and Shropshire. The centre has a spendpotential of more than £588 million* per annum within itscore catchment. 22% of spend** across all categories isdirected to food catering.

Over 50% of Merry Hill’s core catchment is classified withinthe family ACORN*** profile, significantly higher than theUK average. The catchment also has a consumer profile thatincludes 21% within the wealthy achievers category and 35%within the comfortably off category.

* based on weighted 2008 spend on comparison goods, CACI

** based on weighted 2008 spend across all spend categories, CACI

*** CACI 2008 research

EXPENDITURE SUMMARY 2008

Trade Area Total Spend Weighted(£m) Spend (£m)

Primary 948 328

Secondary 1,210 162

Main Trade Area 2,158 490

Tertiary 1,679 97

Total Trade Area 3,837 588

Beyond 5,046 65

Total 8,883 653

LOCATION & ACCESSIBILITYMerry Hill and the Waterfront are situated in the heart of theBlack Country, just 16km west of Birmingham. Sandwell andDudley railway station is within close proximity and receivesintercity train services from London and Birmingham.The centre is also adjacent to the A4036 and just 8 kmfrom the M5 motorway.