How Merivale at Home is moving into Melbourne
Merivale has announced that its at-home dining business, Merivale at Home, will expand into Melbourne in August.
Almost-ready meals, wine and pre-batched cocktails created by Merivale venues will be available to Melbourne residents, from venues such as Mr Wong, Fred’s, Totti’s and Hotel Centennial (pictured).
Having first launched in Sydney in April, Merivale at Home has helped to sustain employment for Merivale employees, particularly during the enforced lockdown. But even as restrictions have eased and venues open, the at-home business continues to grow.
“Merivale At Home had been in the works for a while before COVID hit, but we fast-tracked the operations so we could deliver it at a time when our Sydney guests needed it most,” stated CEO Justin Hemmes.
“We have always had amazing guests from Victoria at our venues, so our expansion into Melbourne was a natural progression. Our southern friends are doing it really tough right now – we hope that we can help with the comfort and joy of great meals from our best chefs. Dining is so often at the heart of social connection and community; it has been amazing to hear so many stories of special moments around the dinner table during this time.”
Hemmes also suggested the expansion of Merivale at Home will support the group’s produce supplier partners, who have also seen their sales avenues diminish.
“Our supply chain has been hit hard on many fronts this year and suppliers are continuing to face an uphill battle. We want to support them as much as we can and deliver a business that can operate and grow, even as things continue to change.”
From Sydney to Melbourne (and beyond)
With the meals prepared for interstate travel, Australian Hotelier has learned how Merivale is ensuring that the meal packs will be kept at the freshest quality throughout their journey to Victoria.
“Merivale at Home meal boxes are prepared in Sydney and will be delivered to Melbourne once a week. Our supply chain is kept cool the entire time – we have partnered with a logistics company that specialises in refrigerated delivery, and the dinner menus come with insulation bags and ice packs. Once received, the box should be packed away in the fridge and the meal eaten that night or within 48 hours,” explained a Merivale spokesperson.
The spokesperson also confirmed that Melbourne is just the first location for expansion outside of Sydney, with Merivale at Home looking to move further afield in the future.
“It was always the plan to expand across the country, and more urban hubs are expected to be added to the delivery service soon. Merivale has always had amazing guests from Victoria visit our restaurants, so Melbourne was a natural progression and the obvious choice for first interstate launch.”