Why Disney is Hosting Brunches in Australia?

Updated: Nov 23, 2018

They say the way to a man's heart is through his stomach and that's exactly the angle Disney is taking when it comes to winning over Australian consumers and boosting its customer loyalty here.

The global entertainment company has announced a bottomless boozy brunch event in major cities, unveiled just as construction commences for a new Australian Disneyland.

I’m a sucker when it comes to anything to do with Disney. I’m like the kid who never grew up and my favourite movie is Walt Disney’s 1991 Beauty and the Beast. No joke. And while I’ve seen every version of this classic tale, it’s the Disney one that has my heart. Next best is Malificent. I’m simply in awe of Angelina Jolie’s performance and the picture quality is a thing of beauty. So, you get it - I love Disney.

The other great love of mine is a boozy brunch (I am actually an adult after all). So you can imagine that when I hear that Disney has announced that a bottomless brunch is coming to Australia, naturally I’m in.

Brunch is a trademark of Australian culture.

The Magical Brunch will be gracing Melbourne, Sydney and Brisbane, however dates have not yet been confirmed - Disney is keeping sealed lips on that for now. What Disney has confirmed, however, is that it will be a two-hour fancy dress themed affair, with a classic brunch menu and free flowing wine, beer and mimosa champagne. I presume there will be also a host of whimsical entertainment and theatrical acts to compliment as well.

Brunch culture is a trademark of Australia, and no more so than in Melbourne, then Sydney and Brisbane. The last four years have seen boozy brunch events hitting the social scene in these major cities, and Disney is looking to capture this market.

It’s not a bad move from the global entertainment powerhouse given it’s setting up a Disneyland here in Australia. Its bottomless brunch event announcement coincides with the construction for Australia’s Disneyland, which is said to begin in October 2018.

In April this year, the company announced it would bring the magical kingdom to our doorstep, confirming that Sydney’s Coogee with soon be the newest home to Mickey, Minnie, Pluto and friends. “There’s no doubt Australia is already rich with a natural magic,” head of Disney’s local operations P. Sherman said back then.

“With faith, trust and a little bit of pixy dust, in just a short six months the $6 billion construction is due to begin and, lucky for us, we’ve got the inside scoop on what to expect,” Sherman announced earlier this year.

Australian shoppers are spending less on things and more on experiences.

Disney is clearly looking to expand its presence here and Australia is a ripe market for it given that Australian consumers are increasingly spending less on things and more on experiences, giving rise to “experiential spending” emerging as the newest step in the progression of our economic value.

According to data from a 2017 report from Roy Morgan research, this decline in spending on things in stores is being counteracted by local shoppers’ expenditure on experiences, including travel, entertainment, wining and dining and other leisure activities.

It's clear that Disney is looking to get into the hearts of Australian consumers and boost our customer loyalty for the brand, leading up to its new entertainment and leisure hub and creating fun experiences that align with Aussie culture, like The Magical Brunch, that not only surprises and delights shoppers - is a powerful way to do this.

I don’t know about you, but Walt Disney has already captured my heart. The brunch will perhaps capture my appetite further and perhaps the brand in a more relevant way. And yea, I will go check out our local Disneyland when its built - what self respecting Disney lover wouldn’t?

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