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Terms and conditions

Please note:  All eligible businesses within the Council boundaries are welcome to apply, with priority given to those in Stepney and Glynde. 

Tour schedule:

The Food Secrets + EWAT Tour program is designed to deliver a consistent and balanced experience for participants, while also ensuring equitable exposure and benefits for participating venues.

Structure of each tour:

Each tour is made up of four venues, selected to provide variety and showcase the diversity of food and beverage experiences within the eastern suburbs. The format is as follows:

  • Coffee stop – The starting point of the tour, providing participants with an introduction to a local café or roaster.
  • Sweet/confectionery stop – A visit to an artisan producer offering handmade sweets or baked goods, allowing participants to sample products and learn about production methods.
  • Lunch stop – A sit-down lunch at one of the area’s favourite venues.
  • Cellar door stop – The concluding stop of the day, showcasing a winery, brewery or distillery where participants engage in a guided tasting.

Timing:

Each stop is allocated approximately one hour, allowing sufficient time for tastings, producer interaction and travel between venues.

Annual program:

The tour program operates ten times per year, running monthly from February through to November. Each participating venue is guaranteed a minimum of one tour visit annually, ensuring consistent exposure and opportunities to connect with new audiences.

Venue rotation:

To maintain fairness and diversity within the program, lunch venues operate on a two-year rotation cycle. This approach allows multiple businesses to benefit from participation while keeping the tour experience fresh for returning attendees. (Adjustments may be made to the schedule if additional venues are required to fill gaps in the program).

Practical requirements:

To be considered part of a Food Secrets + EWAT Tour, businesses must:

  • Be within the Council boundaries (priority will be given to those based in Glynde and Stepney)
  • Be open on a Wednesday between 10 am and 2 pm (depending on the location), or be willing to open during these hours for the tour
  • Be able to accommodate up to a maximum of 18 people comfortably for a visit
  • As a participating lunch venue, the meal offering is required to fit within a budget of no more than $25 per person. Venues are encouraged to offer a set menu or simplified option to ensure smooth service within the allocated one-hour timeframe. As well as provide dietary alternatives (e.g., vegetarian, vegan, gluten-free) where feasible, to accommodate participant needs.

What makes a business a “secret”?

A “secret” business is not about being hidden — it has a sense of story, exclusivity and adventure that makes people want to discover and share it.

The following criteria help define what makes a food business a “secret”:

Heritage and family story:

Does the business hold unique traditions or stories that can’t be found elsewhere?

  • Is this a family business that spans generations or decades?

Unique production:

  • Do you manufacture your own products rather than outsourcing?
  • Are your recipes, processes, techniques or machinery setups unique to your operation?

Hidden or tucked-away location:

  • Are you located somewhere unexpected or less known by the general public?
  • Do people often say, “I never knew this was here”?

Exclusivity and insider appeal:

  • Not everyone knows about your business, so being ‘in the know’ feels special
  • Customers feel like they’ve discovered something rare. 

Adventure and experience:

  • Will visitors feel like they are going on a mini adventure by visiting you?
  • Does your story or location create an experience beyond just food?


Why “secrets” work?

A business becomes a “secret” people want to visit when it balances hiddenness with just enough accessibility. Too hidden, and no one finds it, but too open and it loses the allure.

People love the thrill of finding something hidden or turning the “secret” into a story to share with friends.

The sense of adventure that makes visits feel special.

These criteria ensure that participating businesses not only fit the practical needs of a group tour but also contribute to the mystique, storytelling and exclusivity that make the Food Secrets + EWAT Tours experiences memorable and highly desirable.