03.05.2016
Jerzy Tymofiejew

The view of AmRest

Gastronomy in Polish Shopping Malls

The dynamic growth of the modern shopping malls in Poland is already history.

Most of the ci­ties are al­re­ady well sa­tura­ted, es­pe­cial­ly tho­se with a num­ber in­ha­bi­tants abo­ve 100k.

Last year the­re we­re 49 new shop­ping malls ope­ned whe­reas in 2016 the­re are 37 malls plan­ned to­be ope­ned in­clu­ding 18 in ci­ties abo­ve 100k. To­tal mo­dern shop­ping malls GLA in Po­land at the end of 2015 was on the le­vel of 10,8 mln sqm.

In re­la­ti­on to an in­crea­sing num­ber of shop­ping malls the­re has be­en an in­crea­se al­so in the po­pu­la­ri­ty of the shop­ping malls loo­king at it from a lei­su­re time per­spec­ti­ve. Polish peop­le lo­ve do­ing shop­ping in malls and young ge­ne­ra­ti­on can’t ima­gi­ne their day to day “han­ging around”  wit­hout mee­tings in shop­ping malls. This me­ans that cof­fee shops and re­stau­rants play si­gni­fi­cant ro­le in the shop­ping malls es­pe­cial­ly in big­ger Polish cities.

Ac­cording to the la­test re­se­arch the­re are in to­tal app. 16,000 gas­tro­no­my points in Po­land of which 11,000 are lo­ca­ted in 8 big­gest Polish ci­ties. 12% of them (ap­pro­xi­ma­te­ly 1,350) are lo­ca­ted in shop­ping malls. Ne­ar­ly 50% of the gas­tro­no­my points are lo­ca­ted in food courts and 50% in the re­mai­ning areas of the malls.

Po­pu­la­ri­ty of the re­stau­rants, cof­fee shops and, in ge­ne­ral, food courts is clo­se­ly con­nec­ted with the de­mo­gra­phic chan­ges such as de­crea­sing si­ze of hou­se­holds and a gro­wing trend of un­plan­ned ea­ting – “on the way to…”. To­day’s food courts are not the sa­me as they we­re 10 - 15 ye­ars ago. Con­su­mers in Polish malls have grown mo­re de­man­ding in as­pects of choo­sing the right pla­ce to eat, re­lax, rest or meet with fri­ends. So­phi­sti­ca­ted ar­chi­tec­tu­re and ade­qua­te zo­ning have a big in­flu­ence on their choices.

Fol­lo­wing sa­tu­ra­ti­on of shop­ping malls in big­ger ci­ties, all “ol­der” malls fo­cus on op­ti­mi­za­ti­on and re­po­si­tio­ning and the sa­me time per­for­ming re­no­va­ti­on, re-mo­del­ling or even get ex­ten­ded. As a re­sult the food courts have be­co­me big­ger to meet custo­mer needs and re­main suf­fici­ent­ly at­trac­ti­ve to keep up with competition.

Thin­king about 21st cen­tu­ry shop­ping mall con­cept we can’t igno­re the ro­le of di­gi­tal com­mu­ni­ca­ti­on. While con­su­mers spend mo­re time away from home, in the of­fice, tra­vel­ling and on the other si­de, th­ru in­ter­net and mo­bi­le apps they get al­most un­li­mi­ted choice and ea­sy ac­cess to pro­ducts they are in­te­rested in.

This trend has a strong in­flu­ence on mo­dern malls con­cepts whe­re spe­cial, de­di­ca­ted e-zo­nes for chat­ting/ twee­ting are part of a de­sign of the mall food  courts and en­ter­tain­ment areas.

Sum­ma­ri­zing, lea­ding shop­ping malls have be­co­me a na­tu­ral de­sti­na­ti­on points in the ci­ty, of­fe­ring wi­der choice of pro­ducts, ac­ti­vi­ties and en­ter­tain­ment whe­re gas­tro­no­my plays ma­jor ro­le, the­re­fo­re it is na­tu­ral for gas­tro­no­my ope­ra­tors to make their brands availa­ble to the loy­al custo­mers in the pla­ces they spend most of their free time and si­mul­ta­neous­ly - ha­ving in mind still un­der­de­ve­lo­ped street mar­ket in Po­land - crea­ting a gre­at op­por­tu­ni­ty for the first con­ta­ct with po­ten­ti­al new customers.

Der Autor
Bild: Jerzy Tymofiejew
Jerzy Tymofiejew
Development Director CE
AmRest Holding