Ambitious plans have been revealed for a "unique dining destination" in Exeter city centre that will attract food-lovers from across the region.
As part of the imminent £7 million redevelopment of the Guildhall Shopping Centre, a new restaurant quarter will be created stretching from the neo-classical facade on Queen Street to Market Square.
The existing Higher Market Ambulatory arcade and the former Poundland store will be converted into 13 restaurants of varying sizes, including a rooftop bar.
In addition, a two-storey coffee shop will be created at the High Street entrance to the shopping centre.
The 36,500 sq ft cluster of dining venues is being marketed under the new brand 'Queen St – dining at Guildhall Exeter'.
Those behind the scheme hope to attract a mix of national restaurateurs and "local food heroes" serving everything from breakfast to fine dining.
The "premium casual dining cluster" is expected to deliver a major boost to Exeter's evening economy, building on the growth in eating out seen in recent years.
Simon Green, associate director of centre owners Aviva Investors, said the rise of online retail meant shoppers were increasingly looking for an "extraordinary" experience when they venture into the city.
"They want to spend time and money in places that are soulful and while there are fantastic restaurants in the region of Exeter, there is no cluster in the city centre," he said.
"So the essence of Queen St is to create a best-in-class dining destination where people can eat, meet, shop and socialise.
"We won't be competing and eroding an already established destination in the city, we will be creating a new place and believe that the halo effect of Queen St will spill out into the local streets."
Between 2006 and 2012, the amount of money spent on food and drink in the city increased from £43 million to more than £50 million. City leaders and those behind the development believe there is potential for further growth of Exeter's eating-out scene.
Karime Hassan, chief executive and growth director of Exeter City Council, said: "The area around the Guildhall Shopping Centre has huge footfall. But right now, if you want somewhere to go after work for a drink and a bite to eat, there is very little on offer.
"For that reason, there are plenty of people who work in suits who go straight home after work. There's a definite gap in the market.
"A new foodie destination would be so popular."
The new dining destination is expected to appeal to affluent visitors from outside the city.
"They've got lots of money in their pockets and they come to Exeter to go shopping," said Mr Hassan. "But they're not staying in the evenings because there are so few upmarket restaurants and bars.
"It's an untapped market."
Aviva Investments has recently developed a new dining quarter, known as The Vaults, within the SouthGate shopping centre in Bath. It is also bringing forward a restaurant and leisure scheme at the Corn Exchange in Manchester.
Talks are ongoing with potential restaurant operators for the Queen St scheme in Exeter.
"I'm very excited about the names we are talking to – they are genuine best-in-class operators," said Mr Green.
"Everyone's been very excited about it. They understand there's an apparent lack of supply of restaurants in Exeter so they understand the concept and are excited about the opportunity based upon what we have done in Bath and what we are doing in Manchester.
"There's been very good demand and we are negotiating terms with a number of tenants. The restaurant market is very buoyant and they see Exeter as a great city so the feedback has been very positive."
The redevelopment work is due to begin early in 2015, with the new restaurants expected to be open before Christmas next year.
The Exeter Street Food Market will continue to trade in the centre's redeveloped Market Square.
Guildhall Shopping Centre manager Andrew McNeilly said: "The key is to create a destination within the city and hopefully we are going to put Exeter on the map in terms of premium casual dining.
"But that doesn't mean premium prices, so it will be accessible to lots of people.
"It will be a fairly eclectic mix of real premium operators – that will be the difference and that will be what makes people come here. Foodies transcend all social classes – if the food is good and interesting, and if the environment and ambiance are right, you have got them."
