A new study published by ECE has shown that 40% of visitors base their choice of shopping centre primarily on the available dining options and not on the variety of other stores. 60% of those surveyed eat at the centre nearly every time they visit.
In the study, the perception of customers and food retailers was analysed 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 and dining options are increasingly becoming an essential feature that distinguishes shopping centres from online shopping.
Between 2004 and 2014, the percentage of restaurant space at ECE’s shopping centres increased significantly from 5% to up to 10 – 12% in centres that opened recently. Since 2010, the total space occupied by restaurants in German ECE centres has grown by 38%. The percentage of space dedicated to dining will continue to increase.
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).
To find out more, download ECE's Destination Food - Food and Beverages in Shopping Centers
