How many more shopping malls do you want to destroy the catering dream

Commercial plazas have been springing up all over the country in recent years,

line cities are expanding rapidly at a rate of more than 100 per year

open. At the same time, the Internet and the catering industry flatter each other

makes the emerging catering industry increasingly prosperous.

A piece of scenery, what you see, may not be true! In recent years, the impact of the Internet on the entity store for all to **** see, between this and that, the catering industry has become the newest shopping malls to save the day. As a result, more and more shopping malls to the catering industry as the focus of investment, the shape of the restaurant began to focus on commercial real estate. Let's take a look at the shopping malls in recent years, the two major changes in the investment of food and beverage industry stationed:

Initial shopping mall dining

Commercial plaza catering layout at the beginning of the basic follow the road and the rise of the development strategy, the vast majority of food and beverage will be stationed in the shopping malls on the ground

next floor or near the exit of the subway. Part of the fast food simple meal will be extended to one or two floors on this basis. But in terms of the entire mall, the layout of the restaurant on other floors is basically invisible.

Is it the restaurant industry that has saved the mall, or is it the mall that has driven the development of the emerging restaurant industry?

Since 2022 in most commercial plazas, the layout of the food and beverage industry has made major changes, each floor has a different business model of the restaurant, and even interspersed with various types of cross-border business, such as parent-child activities room, handicrafts, coffee bookstore, etc. have coincidentally appeared in the shopping mall.

The mall economy seems to be newly energized by the extension of restaurants and related businesses. For a time, commercial real estate has once again become the meat and potatoes of the restaurant industry.

Whether it is the catering industry to save the mall, or the mall to promote the development of the emerging catering industry! Will the future development of shopping malls still be a hotbed for the restaurant industry?

This question is worth thinking about!

Malls do catering 6 pain points

Looking at the strategic planning of commercial plazas catering layout as well as the later on the catering industry operation and management, the mall's catering future, is really worrying!

Whether it is a first-tier cities, or second or third-tier cities, 80% of the shopping malls into the catering are suffering, shopping malls throughout the day traffic is extremely low, Monday to Thursday, it is simply an empty city, the number of employees than the number of guests and double, many food companies are counting on the use of the weekend economy to get back to the city, once faced with the change in the weather, traffic and other factors, no doubt adding to the woes.

First, there is the design and decoration of the mall.

The mall's parking line, escalators, direct elevators, sanitary facilities, service counters, signage, etc., are all, to some extent, flaws in the design and planning. For example, in Shanghai, part of the mall from the beginning of the design is a failure, why? Import and export signage confusion, consumers shopping malls are outdoors, such a shopping mall and the main street shopping there is a difference? How can there be traffic on a hot, cold, rainy day?

It's like a restaurant, design and decoration, the operation team must be involved, so the commercial plaza is responsible for food and beverage operations team? Have they ever been involved in the planning and design of the mall and the branding of the corresponding categories?

Secondly, the mall's investment team is not professional enough.

The mall in order to attract popularity, will inevitably be on the big brands of food and beverage olive branch, often give a very low rent or other preferential subsidies; but the same, for some unfamiliar with the investment of small food business, there are a variety of potential entry fees, good location and rent is to rely on the relationship to negotiate. There are even some shopping centers in the investment, the phenomenon of the same category repeated many times.

For example, there are shopping malls, investment in a number of barbecue restaurants, hot pot restaurants, a number of noodle stores, etc.; and a number of eyeglasses or shoe stores, which is not to let the stores to kill each other?

While giving consumers multiple choices, but stores in order to compete, deliberately discounted prices, and then sold with cheap poor quality raw materials, is this responsible for consumers?

The malls need big-brand restaurants to attract popularity, but the premise is that mall operators should do a good job of accurate self-positioning.

It is the overall marketing program of the mall is not satisfactory.

The major holidays every year, to join the periphery of the cross-border industry, community and other sectors to do activities together, and the mall's restaurants to the outside to do publicity and promotion. Each import and export or each floor of the important position, there should be catering brand labeling and guidance, and also have electronic display screen, publicity of different brands of restaurants featured products, instead of fixing a brand, charging extra fees, which is unfair, the restaurant into the mall would have to pay rent, then the mall for the restaurant to publicize, which is what should be done.

For example, Shanghai's K11 is the introduction of cultural industries, world-renowned painting exhibitions as well as cultural salons, the mall's culture to a new height, but also brought a lot of foot traffic; K11's overall design and investment are world-class professional team to operate. The brand culture of the merchants is a high demand.

The fourth is that the mall is not enough to support the catering business

If you can introduce some malls outside the cross-border brands (such as automotive, real estate, education, music, etc.), stationed in the mall to do advertisements and publicity, the mall can charge venue fees, and the mall to these costs to the food and beverage business or all the stores stationed in the mall to hand out a red packet, so as to be able to achieve the goal of the **** win, the mall. No matter how many red packets, but this is the welfare, thus being able to further promote the purpose of the mall brand.

To ask, the mall to the stores to send red packets, such a mall, there is which brand do not want to be stationed in it?

Fifth, is the mall's investment and operations personnel's comprehensive ability is very

lacking.

Some of the mall investment, for the catering industry understanding is very little, as long as someone pays, to recruit in, regardless of the overall positioning of the mall and the business model is consistent. Merchants when an attitude, stationed in another attitude, such a service, so many catering business chills.

Isn't it true that shopping mall investment and operation personnel should be trained to learn? At the very least, whether in the whole operation team, equipped with a few engaged in the management of the catering industry to participate, otherwise, simply can not let the catering business satisfaction.

Sixth, is the mall's unspoken rules and regulations.

Some restaurants want to enter a popular shopping mall, then you have to go to this brand's other location is worse mall to open a store, otherwise, the prosperous store will not give you; also for example, there is a shopping mall in Shanghai, opened a few years, and then opened a new mall in Changzhou, but due to the investment is very difficult, and location and popularity is very poor, it is required to Shanghai mall stores must be The new mall in Shanghai is required to take over the stores of the new mall in foreign countries, otherwise, the original stores can not continue to renew their contracts; some restaurants go to the new stores to open stores in order to survive, and then they also close down in a few months.

Real cases like this abound; don't the malls themselves have problems? Their mall development and site selection is a head shot to do it? Why should the restaurant business suffer the consequences?

Of course, there are shopping malls dining to do is also noteworthy, such as adjacent to the subway and downtown business location, such as parking, public **** bathroom and other infrastructure all-inclusive quality service. Some shopping malls in order to attract traffic, underground and rooftop parking lot will be based on the actual situation, do planning; all the licenses, most of the malls will give the appropriate service docking, relatively speaking, fire, environmental assessment is relatively easy, it depends on the malls in the early design and planning of the professionalism of the degree.