With the global consumer demand for unique and impactful dining experiences in malls and shopping destinations reaching an all-time high, food and beverage will be omni-present at MAPIC 2016.
Organised by Reed MIDEM, the International Retail Real Estate Market will be held in Cannes from 16 to 18 November.
Yo! Sushi, Villa Restaurant Group, Bagelstein, Rossopomodoro, Fruitisimo, Salad Box, Mövenpick, Dunkin' Brands and Orientis are just some of the food and beverage retailers attending MAPIC 2016 for the first time. They will be joining a host of returning MAPIC F&B attendees including Five Guys, Ben&Jerry's, Pret-A-Manger, Leonidas, Burger King, Subway and Illy Café.
According to research conducted by JLL in November 2015, F&B concepts have doubled the area occupied in shopping malls from 7% to 15% of the GLA in the last 10 years. JLL expects that this percentage will climb to 20% by 2025 (it is already 25% in Asia). Analyses show that customers who consume food during a visit to a shopping centre spend on average 27 minutes more in the centre and are spending 18% more on their total purchases.
"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," explains Jonathan Doughty, Head of EMEA Foodservice Consulting, JLL Foodservice Consulting.
Jonathan Doughty will be speaking in the headlining food and beverage conference session at MAPIC entitled, Savouring New Italian F&B Experiences, alongside Ezio Balarini, Group Chief Marketing Officer of Autogrill; Vincenzo Ferrieri, Owner of Cioccolatitaliani; Mario Pascucci, CEO of Caffè Pascucci and Gianandrea Gropplero Di Troppenburg, Development Manager of Cigierre. The session will delve into food and beverage, with international case studies from gourmet dining to food concepts. Just what aromas and flavours will increase shopping centres' success? And what about the incorporation of digital tools into the F&B experience?
So just how is online-to-offline (MAPIC 2016's main focus) impacting the world of food and beverage?
The worlds of dining and digital will blend on the Kodisoft stand, located in the MAPIC Innovation Forum. Kodisoft will be exhibiting its digital screen tables which can be used in restaurants and bars to provide interactive entertainment and service with new-age diners. Dmytro Kostyk, CEO of Interactive Mall Technology (Kodisoft), will be pitching the solution to MAPIC attendees on Wednesday, November 17, where he will discuss the case of shopping online while eating offline, as well as uncovering hidden potential of food courts and the power of interactivity - why the table is the new TV?
On-demand food delivery service Deliveroo - which operates in over 100 cities across the UK, the Netherlands, France, Germany, Belgium, Ireland, Spain, Italy, Australia, Singapore, Dubai, and Hong Kong - will be making its MAPIC debut this year. Deliveroo will be taking part in the panel session: The O2O Experience - Welcome to my Digital World (16 November) and will be discussing how they are creating a unique solution for restaurants and creating communities around food.
Click to Bricks & Innovative Retail: Be Connected to the New American Dream! (16 November) is a panel session that will look at the online-to-offline subject from the US market perspective and will feature two key food and beverage sector representatives. Patrick McIntyre, Director of Global Retail at MARS and Darren Williams, Country Director of T2 Tea will be discussing how O2O is an integral part their companies' US strategy.
Another industry trend that food and beverage is greatly impacting on is specialty leasing. A number of F&B brands will be exhibiting in the new MAPIC Specialty Leasing Lounge – a brand-new exhibition space that celebrates the power of the pop-up business and will see over 30 brands exhibiting for a half day on a rotational basis. Participants include French ice cream-maker iceRoll, which prepares unique ice cream rolls using a plate cooled to -30°C and Jacketz, a Dutch mono-product retailer that has elevated the humble jacket potato into a gourmet on-the-go meal. Others include Emilie's Cookies, Gagao, Pep's and Maison Poulé.