There is a special kind of feeling around business travel that only parents can relate to.

I call it “joyful guilt”.

Basically, you take the feeling of being stoked to have your own schedule, no bed-time routine responsibilities and the ability to leave the house after 8PM and then mash that with the guilt of being away from your family.

I’m on a business trip to Sydney and carved out a few hours for a mini-bougie grocery tour around Sydney’s most affluent suburbs. This is what I do for fun now…

Two particular spots got my attention:

A new grocer challenging the idea of mass consumption, and a very Erewhon-inspired Bondi wellness cafe slash consumer goods store.

Let’s take a look

This edition of supergoods is (unofficially) brought to you by Lockeroom - the private gym for founders and executives.

This is not a paid ad. But it is 100% an endorsement.

The highlight of my Sydney trip so far was a PT session at Lockeroom - the private gym for founders and executives.

The interesting part isn't that the facilities and equipment make you feel like you're working out in a five-star hotel crossed with a luxury Las Vegas nightclub bathroom.

It’s that Lockeroom feels like the chance for elite business-people to look after their bodies like elite athletes. Advanced blood panels. Nutrition plan. Training plan. But without any of the typical admin and headaches that come with DIY-ing it.

If you’re in Sydney or Melbourne and considering taking your health a lot more seriously in 2027, go check them out.

First stop: a look at Super Mercato, the mediterranean inspired luxury grocery that just opened

Super Mercato was recommended by a few industry folks and has only just opened within the past few weeks.

It’s supremely located - within a retail and restaurant part of Double Bay in Sydney’s inner east. Double Bay has always had one of the best Woolworths stores in the country and is usually the spot they test premium products and concepts, so it totally makes sense as the location for a premium grocer.

There are some heavy-hitters behind Super Mercato. It was founded by brothers Anthony and James Simonetta, founders of XtraClubs, alongside their father, Michael Simonetta, who started Perfection Fresh - the fresh-produce company known for bringing Broccolini to Australia. So they know a thing or two about grocery.

The concept is “Mediterranean modern grocer” with a focus on premium products, seasonal fruit and vegetables, superfoods, juices, smoothies, fresh deli, prepared meals, boutique pantry goods and proper treats.

It was 6.30PM, I spent about half an hour here and didn’t see one other customer. I’m reminded of a comment from my good friend and client Patrick LaManna (of LaManna supermarkets) that “what makes a good grocery store is one packed with people”.

Yet despite it being a ghost-town, this was a great store. Beautiful merchandising, clean layouts, a really nice fitout and some cool finishing touches - like this light stripping within the shelves.

The product selection was solid, refined enough to feel selective but complete enough to do a decent shop.

Overall, I’d give it a solid 8/10 - I hope it’s a smashing success and they roll out to more locations. Australia needs more diversity away from the majors.

Common Supply: Bondi’s answer to Erewhon?

My next stop was a wellness cafe / grocer called Common Supply.

I jumped on an e-bike with my snack haul from Super Mercato and boosted down the coast to Bondi - which just quietly, was a mad fun way to get from A to B.

Common Supply is a little more established, been around for about a year. Founded by two hospo gurus Jacob Hill and Phill Cooke, Common Supply is built around protein plates, expensive smoothies, curated packaged products and a very considered aesthetic.

The vibe was pumping. Music, people and energy. A very different feel to Super Mercato the second you walk in. And it felt anything but common.

It’s definitely not ‘grocery store’ - more like a hybrid cafe and milk bar almost except with a product selection that is insanely curated. The product ranging definitely felt more “startup” challenger brand energy with established brands few and far between.

I paid $37 for a tofu bowl and two boiled eggs that honestly were no where near the quality of food at Erewhon, and left wondering whether this concept-store would work anywhere other than Bondi.

After a bit of research, it turns out they are expanding already with further Sydney locations and Queensland too. It’s expensive but cool. Comparing it to Erewhon in LA makes sense because it’s a great reference point, but Erewhon is elite in levels above Common Supply.

Two very different approaches

Both excellent and challenging in their own ways. And both felt like they were targeting entirely different audiences. I think Australia is really yet to see the “groceries as a status signal” trend that has taken grip of LA. But if it’s going to come, Sydney is certainly the place it will be born.

P.S

I write these articles out of fun and love, but if you are curious what I actually do for a living, check out my website here.