Westquay South F&B Capacity Assessment


About the brand

With 20 restaurants including Bills, CAU, Franco Manca, Byron, Nando’s, Casa Brasil, Cosmo and Red Dog Saloon plus Hollywood Bowl and a 10-screen Showcase Cinema de Lux, Westquay South is the UK's largest restaurant and dining complex

Prior to the construction in 2014, Hammerson’s investor was keen to understand city wide F&B capacity and consumer reaction to the proposed designs

Westquay South F&B Capacity Assessment

The Challenge/Task

  • Compare provision in Southampton with other major city centres

  • Understand F&B capacity and potential impacts on other parts of the city centre

  • Provide consumer insight on local leisure activities and feedback on the concept

  • Estimate likely trading performance to support the investment case


  • Undertook a full F&B audit in Southampton city centre to understand the characteristics and location of existing supply

  • Estimated the F&B Trading Gap and prioritised unsatisfied areas of customer demand

  • Undertook focus groups with target customers exploring current leisure usage, strengths / weaknesses of competing destinations and reaction to the proposed concept, design and branding

  • Provided occupier sales estimates to inform the investment case


The Result

Pragma’s evaluation of potential provided convincing evidence for the investor to fund the development

Pragma’s catchment statistics and evaluation of F&B helped target occupiers to understand the trading opportunity at Westquay South post opening

The Focus Group feedback informed pre launch marketing activity and branding

The £85m Westquay South leisure development opened in December 2016 and has won several awards for design, sustainability and public sector partnership