how high is the catering ratio?

careful consumers can easily find that there are more and more food brands in major shopping malls. The foodies can even endure the suffering of queuing for a long time, just to taste the freshly baked "concave cake" and the kind "howling" of grandma's family. In the investigation, the reporter found that many fashion catering brands have quietly "occupied" the negative floor of major shopping malls and become the "handbrake" for merchants to gather popularity.

In comprehensive shopping centers, catering brands have become an important "selling point", accounting for 41%, and the "golden ratio" of shopping, catering and entertainment in shopping centers has been gradually broken. Industry insiders bluntly say that while businesses are concerned about the popularity of catering facilities, they should also consider how to leverage the customer-gathering role of catering to stimulate the operation of related formats in view of the one-off consumption.

The first shot

Focus on the single department store

It's delicious to go shopping

"The negative floor, which used to be mainly engaged in children's and household items, has now introduced food brands such as Grandpa Rico, Tomato Sister and Ushitaro." This is the scene that the reporter saw on the first floor of Wanda Department Store. In Nanjing department stores, there are not a few businesses that stage such a "reversal drama". A person in charge of Wanda Department Store lamented that 17 restaurants were opened in one breath before the Eleventh Golden Week. Look at the queue and you will know how popular it is.

In the eyes of most consumers, shopping in the mall is more delicious nowadays. When you arrive at the 8th floor of Xinbai at 11: 31, you can only sigh at the long queue at grandma's house and at the entrance of the typhoon shelter.

"Uncle Chesi" who moved to the first floor of Dayang Department Store, you can't eat the freshly baked "concave cake" unless you wait for two hours, and there are crispy chicken chops, delicious griddles and other young people's favorite restaurants. If you want to taste these foods, you must be prepared to queue up. With the impact of shopping centers and the pressure of operation, it has become an indisputable fact that the territory and brands of food in single department stores have become larger. Take the major shopping malls in Xinjiekou business district as an example. The negative floor of Central Shopping Mall, Xinbai Shopping Mall and Dayang Shopping Mall

is occupied by all kinds of delicious food. In addition to occupying the negative floor, the "top floor" facing the pressure of gathering customers has also become the "commanding height" occupied by catering brands, such as chamate and Babela on the seventh floor of the central shopping mall, and grandma's house and typhoon shelter on the new

18th floor. In the eyes of the industry, the "negative floor" and "top floor", which are regarded as dead ends by businesses, take catering as a link and interact with each other up and down, acting as an engine for gathering passengers.

shot 2

focus on the comprehensive shopping center

the "golden ratio" has been broken

in the comprehensive shopping center integrating shopping, leisure and entertainment, catering is an indispensable supporting device. Penpen, who knows all about the food brands in Nanjing's major shopping centers, told reporters that last month, akasaka pavilion launched the activity of "two people walk together, one person is free of charge", even though an appointment was made one day in advance.

According to the person in charge of planning department of Hongyuecheng, there are 55 stores in the shopping center, including well-known popular catering brands and international catering brands, accounting for 25% of the brands. The reporter learned from Shuiyou City that there are more than 51 < P > brands in the mall, and the proportion has increased from 25% to 28%. On the basis of the original popular food brands, the mall also plans to re-integrate Vietnamese food, Thai food and Korean food. At present, Nanjing Flower Garden City, which has been put into trial operation, has gathered 26 popular catering brands, including typhoon shelter, Jinjiamen and Neolithic, accounting for 33% of catering. Jiangning wanda plaza, which will open at the end of the year, has reached the cooperation intention with 41 catering brands, accounting for 25% of the catering brands and 41% of the area. This also confirms what Wang Jianlin, chairman of Wanda Group, once said, shopping centers are not sold, but eaten. In Hexi Store, a central shopping mall that just opened

, the area of 15 catering brands accounts for about 51% of the shopping mall area, and the area ratio of catering to department store brands is close to 1:1. Judging from the catering ratio of shopping centers currently operating or about to open in Nanjing < P >, it is generally believed that the golden ratio of "52: 18: 31 for shopping, catering and entertainment" in shopping centers is being broken, and it is replaced by the consumption mode of 1: 1: 1 for shopping, catering and leisure.

Lens 3

Focus on the expert's point of view

How to promote business operation through catering

"Compared with the monopoly position of single department stores in the city center, most comprehensive shopping centers are located in regional commercial centers, and it is difficult to gather customers through department stores." Su Xiaoqing, general manager of Nanjing Wence Business Management Consulting Co., Ltd., told reporters that catering with low risk and faster income has become an important means for shopping centers to gather customers. However, Su Xiaoqing emphasized that since catering consumption is one-off, how to promote the operation of related formats through catering should also be the focus of businessmen's consideration.

Based on this, Hongyue City has made great efforts to create "family consumption" in order to form an interlocking consumption chain to gather passengers through family consumption, while Jiangning wanda plaza, which is about to open, pays more attention to brand experience. Nanjing Garden City has also strengthened the experience of catering stores and the decoration of shops, so as to increase the retail purchase rate. In addition, many catering brands have also made bold explorations in "cross-border" operations. For example, Hongyue City has an elevator that spans four floors and goes directly to the floor where catering brands are concentrated on the fourth floor. The newly adjusted Dayang Department Store has desserts and coffee shops on the third and fourth floors, which will enhance its popularity through cross-border integration.