The Role of Food and Drink in Modern Shopping Centre Experiences

Last autumn we highlighted the rise of kiosks and coffee pods in shopping centres. And as the retail landscape has evolved, food and drink have become a main draw for visitors wanting social experiences as well as shopping.

So how are centres enhancing their appeal with interesting and exciting culinary offerings?

The allure of street food

The surge in popularity of street food has been driven by people seeking something outside traditional dining options. Stalls offering something seemingly quick and simple – but still flavoursome – appeal to younger customers in particular.

Street food’s diversity, often reflecting local and global culinary trends, represents an exciting mini-adventure, for lower financial risk. It’s safer (and cheaper) to chance a few quid on something new you’ve seen on social media than to book a restaurant table for a couple of hours. And of course, you can document the experience for social media with friends and family, making for engaging word-of-mouth marketing.

With growing trends showcasing creative fusion foods and locally sourced ingredients, street food vendors mean more choice. And different options encourage more footfall, making for a vibrant atmosphere and enjoyable, communal experiences.

Coffee culture – the modern necessity

Ever since the 1990s and its prominence in programmes like ‘Friends’, coffee has been on course to overtake tea as Britain’s beverage of choice.

For people on the move, it’s become a cornerstone of the contemporary shopping experience. Customers with busy lifestyles are increasingly seeking a quick caffeine fix to fuel their retail therapy. And for those with no time to stop and sit in a cafe, the coffee cart has risen to cater to this need.

The British Coffee Association states: ‘…80 percent of people who visit coffee retailers do so at least once a week, with 16 percent visiting daily.’

Office workers and students have made it part of their daily routine – and many shopping centre visitors are no different. Coffee carts serve as much-needed pit stops, enhancing dwell time and enticing passers by with freshly brewed aromas.

Seasonal food and drink promotions

Businesses such as McDonald’s, Cadburys and Starbucks have long understood the power of a seasonal promotion. Shopping centre vendors that successfully apply offers tied to special events or times of year can see a real uptick in custom. By curating seasonal menu promotions, they can create a sense of excitement, urgency and demand for shared experiences.

Potential seasonal promotions include:

  • The ‘fresh start’ mindset during Spring months, capitalising on the demand for healthier, fresher choices that can be enjoyed outside
  • Frozen menu booms during hotter times of the year, particularly for cocktails and ice cream
  • Comfort food and warming drinks, such as mulled wine during winter markets
  • Dishes that meet the need to spend less and be less indulgent following the festive season, e.g. Veganuary

Ready to focus on food and drink? 

By offering a variety of food and drink options – especially during the critical lunch hour period – you can increase footfall and dwell time. Enhancing the shopping experience in this way will send your visitors home feeling more satisfied and likely to return in future.

To find out how you can use food and drink to create more vibrant, welcoming and engaging spaces, please get in touch.