ACROSS | The European Retail Real Estate Magazine

Studies & Reports

40 % of visitors choose a shopping center based on the available dining options

ECE has published new study on development of food & beverages at shopping centers. Restaurants and food courts have been an important trend at the centers for a while.

The study has shown that 40% of visitors base their choice of shopping center primarily on the available dining options – and not on the variety of other stores. 60 % of those surveyed eat at the center nearly every time they visit.

In the current study, the perception of customers and food retailers was analyzed with regard to food and beverages in general and food courts in particular. A total of 2,500 visitors and tenants at the ECE centers participated in the survey; in addition, TNS Infratest has completed a representative survey for Germany among shopping center customers on behalf of ECE.

“We already knew that dining is a huge trend. But the fact that dining options are the most important factor in deciding which center to visit for so many people did surprise us. Restaurants help change a shopping center from a place to shop to a new place to be and turn it into a place where you go to spend your free time,” says Joanna Fisher, Managing Director Center Management at ECE. Restaurants are increasingly becoming an essential feature that distinguishes shopping centers from shopping online.

The survey also asked about customers’ most popular options. Coffee specialties take 1st place at 44 % of all mentions, followed by Asian food (37 %), fast food (35 %), sandwiches (27 %), and Italian food (26 %).

The number of restaurant guests doubled at ECE’s shopping centers between 2004 and 2014. At the same time, the percentage of restaurant space has increased significantly – from the usual 5 % to up to 10-12 % in centers that opened recently. Since 2010, the total space occupied by restaurants in German ECE centers has grown by 38 %. The percentage of space dedicated to dining will continue to increase, and in older centers especially, space will be rededicated to food outlets. Currently, there are already 1,500 food retailers at ECE’s centers that occupy spaces from 10 to more than 1,000 Sq. m (average: 122 Sq. m).

Most of the food retailers at ECE’s centers are satisfied with their situation. 80 % would recommend the center to others. They especially like the consistently large number of visitors, technical equipment, and the synergy effects among tenants. Independence from weather conditions and the large variety of choices found positive mention.

The most important reasons for using food courts during mall visits are not a surprise: 55 % choose food courts because eating there is fast and convenient. Customers appreciate the opportunity to order different dishes and still get to eat together in the same place – 82% like the great selection. Notably, a special architecture is important to 63% of visitors.

The most frequent customer requests were for Wifi and cell phone charging stations as well as services for families and children (microwaves for baby food, high chairs, play areas).

 

Studies & Reports

EUROPEAN RETAIL IN 2017

GfK study on key retail indicators: 2016 review and 2017 forecast.

No “One-Size Fits All” Optimum Solution

The ICSC recently published its study “The Successful Integration of Food & Beverage Within Retail Real Estate.” Here is a summary of its findings.

International Retailers Are Focusing on Vienna

The Austrian capital is very popular with international retailers.

It Could Be Rosier…

Experts continue to fear a drop in sales in retail stores, falling demand for retail space, and store closures. That is the essence of the “4th Shopping Center Market Report Switzerland 2017.”

Polish Stagnation

According to Colliers International’s “Poland Market Insights—Annual Report 2017,” only about 400,000 sq m of new retail space was created in 2016. This is one third less than in 2015. Around 400,000 sq m are expected for this year as well.

The Successful Integration of Food & Beverage into Shopping Centers

In order to provide the retail and leisure industry with guidance and insight to navigate the opportunity posed by F&B, the ICSC commissioned JLL to carry out a global study. It should provide a holistic, 360-degree view of the current landscape, challenges, risks, opportunities, and future outlook for foodservice within the shopping center space.