Eating is the new shopping, says JLL
Published: 18 November, 2015
Over the last ten years, F&B operators have doubled the amount of floorspace they take in shopping centres, from 7% to 15%, according to research from JLL.
Across Europe, foodservice in shopping centres currently accounts for 15 per cent of the total GLA. JLL predicts that this will rise to at least 20 per cent over the next decade.
Figures show that customers who eat during a shopping centre trip spend on average 27 minutes longer in the shopping centre and spend 18 per cent more.
JLL predicts there will be more demand for Asian food operators as malls cater for new customers from China and other Asian markets who have significantly expanded their overseas travel footprint. Hybrid concepts like Sushi Samba - a hybrid of Japanese, Peruvian and Brazilian foods - are another emerging trend.
Jonathan Doughty, MD of Coverpoint, JLL’s food consulting business, said: “In a new online world experience is king and gastronomy will be the social glue that will hold retail spaces of the future together. The rise in online sales means that consumers are looking for leisure and culinary experiences from their shopping centre visits as this is something that is still impossible to do online. Well-configured and complementary dining and drinking provision can add real diversity and vitality to major city markets worldwide, and can often boost consumers’ shopping experience and dwell time, as well as giving consumers a reason to keep coming back. This is only set to rise.”
Robert Bonwell, EMEA CEO of retail at JLL, added: “The retail narrative at the moment is physical versus online, however the growth of food and beverage highlights the opportunity that exists for restaurants and food offerings that can tap into new eating and leisure trends.”