The mall used to be a staple of Americana, becoming a landmark in towns and cities across America. During their heyday of the 80s and 90s, malls were the best place to go shopping, hang out with friends, watch movies, and get the full "American Dream" experience.
In modern times, as online shopping has virtually displaced most retailers, malls have been on a steady decline. Most people would have assumed that the mall's days were numbered, making it destined to be a relic of a bygone era.
However, much like the 80s and 90s pop culture, the mall is making a comeback. That said, modern malls are a bit different than those of yesteryear. For one thing, food is becoming a more significant draw than before. Whereas stands like Sbarro and Orange Julius were once king, newer, trendier food options are taking over. How is food shaping the new mall experience? Let's find out.
The New State of the American Mall
The COVID-19 pandemic changed a lot of traditional elements of the American economy. Before the pandemic, one might think that such a catastrophe would be the final nail in the mall's coffin. After all, with fewer people gathering in person, physical storefronts would suffer the most.
However, the reality is that malls are seeing much more traffic than expected, with some outlets beating their pre-pandemic numbers. This shift is driven by several factors, such as pent-up consumer demand after being in isolation for so long and financial savings from spending less during the pandemic.
Overall, mall owners saw a massive 80 percent jump in foot traffic from 2020 to 2021, with higher rates on Cyber Monday than in 2019. That said, the type of mall matters. For example, open-air marketplaces are faring better than massive, enclosed buildings and malls with trendier outlets and restaurants draw more consistent crowds.
Food is the New Fashion
While traditional malls tended to focus on popular retailers first and food last, that dynamic is switching for the mall of the future. One way to tell that food is a major draw is that ghost kitchens are starting to pop up more often. Since ghost kitchens are much more adaptable than regular restaurants, they can cater to the needs of the crowd and shift on-demand.
From a consumer perspective, coming to the mall for the food makes sense. First, there's a great selection of a wide variety of food options, so a final decision doesn’t have to be made until arrival. Second, it's easy to try small dishes from several vendors since they're all next to each other. Finally, foodservice establishments are perfect for hanging out. Since a big part of the mall's appeal is social and not transactional, food can help facilitate these experiences.
Also, the prospect of a rotating lineup of unique pop-up vendors and restaurants sounds appealing to mall visitors. Trendy eateries can capitalize on their following and drive more foot traffic to the building. It's a win-win situation for everyone.
Federal Industries Merchandisers to the Rescue
Although hot and freshly made food is a major appeal for mall-goers, dishes don't have to be made to order. Many retailers can take advantage of grab-n-go meals and snacks, thanks to an array of kiosk options.
High-tech kiosks can serve hot or cold food, and can be self-serve or behind the counter, depending on the setup and customer demand. These machines work well for pre-made dishes and shelf-stable options like drinks, pre-packaged snacks, and desserts. Restaurants and retailers can also choose between wall kiosks, island units, and countertop models. Each version is ideal for specific dishes and can appeal to certain demographics.
