David Jones has announced a partnership with renowned chef Neil Perry, as it commences the transformation of its food business.
The announcement follows long-running speculation it aims to become a core player in the category.
In September 2015, David Jones replaced existing chief executive Ian Nairn with John Dixon.
Dixon had been with Marks & Spencer for more than 25 years and led a turnaround of its £5 billion food business.
The shock leadership switch stirred speculation David Jones would launch its own gourmet food operation.
The new partnership will see Perry working as an integral part of the David Jones food service team to deliver an entirely refreshed food experience to customers.
Perry will review, advise and assist with implementation across David Jones’ existing food hall offerings, inclusive of dine-in food bars and ready to go options
Perry will also consult throughout the development process.
This will include venue composition and format; menu development and creative direction; produce and supplier sourcing; and selection of equipment and packaging design.
Finally, Perry will also play a key role in the identification and specialist training of food services professionals.
"It was clear from our first meeting that we share the same values when it comes to food quality, provenance and sustainability, and that we aspire to excellence in our offering," Perry said.
Dixon confirmed his vision.
"This will be centered on the best quality, freshness and taste and will transform our food services offering.
"Neil brings an innate understanding of all things food in the Australian market and an unquestionable instinct for
pleasing the Australian palate."
The partnership’s initial focus will concentrate on the development and planning of new concepts, supply chain, training and food service infrastructure.
In the coming months, customers can expect to see some early improvements and additions to in store dining and
eateries, and the David Jones convenience offering, in both the Market and Bourke Street Foodhalls.