Product Strategy for Bazari
Product Strategy / Market Research / Space Programming
2025
01/
Overview
A product strategy for Bazari Orbeliani — the largest food mall in central Tbilisi. Grounded in research and surveys, the result is a flexible framework defining product formats and user journeys, transforming Bazari into a curated, dynamic, scalable food and culture hub.
The site itself carries a layered history — known as the Soldiers' Market in the 19th century and later as the Kolkhoz Market in Soviet times — and today stands as a protected architectural heritage landmark at the heart of the city.
02/
Research
The research spanned audience segmentation, tenant surveys, competitive analysis of malls and food clusters, expert interviews, benchmarking against international food mall formats, and detailed customer journey mapping — alongside analysis of service quality, pricing perception, culinary gaps, visitor expectations, and brand awareness.
03/
Strategy & Product
The findings exposed both core weaknesses and untapped growth potential, leading to a clear product strategy, an audience-based zoning model, and a content framework for future expansion. This research became the foundation for repositioning Bazari as a curated, multi-format food and culture hub with national reach and sustainable market logic.
