Park family period formats in shopping centers

Ate and drank

One such compelling reason five years ago was the food. Then “Mega”, which in Russia is always a little ahead of time, stated on the re-conception of their own courts, transforming them into the “modern gastroprotective”.

This is not surprising: according to ECE, the people who go to restaurants in shopping malls in Germany, carried out in shops on 27 minutes more and increase spending by 18%, the turnover of the object increases by 5%.

Steps “mega”, taken well before the onset of the crisis, however, had another reason: the company, in real time, observing in the markets of trading real estate and retail, USA, Canada, Australia, Asia and Europe already knew that the moment when Russia with its Soviet past and deficiency in stores “eat” the excess of shopping, not far off. Literally, it means: “to draw out” the average Muscovite or Petersburger to the Mall even the most attractive discounts and promotions over time will become very difficult, however, you can try to play with him in a new game — “eating out”.

Just over two years, “Mega” is a revolution in the segment of food courts, inviting their projects and those who would later be called “progressive gastroculture”. Nothing that the average check of many of them was equal to a good city restaurant, Vietnamese and Chinese cuisine in fact sometimes it was abundantly seasoned with spices Russian — the main thing at that time was to convince the middle class that come to the courts no longer ashamed and there is “decent food”.

“The course for Europe and America”, in which representatives of the middle class in selected offline stores exclusively for the “amazing customer experience”, were strengthened. Yes, operators of food “was catching up to traffic,” but few of the “classic” retailers knew how to convince these customers to buy from them at least something.

Парк семейного периода форматы в торговых центрах

Family business

The crisis has changed the market for commercial real estate and retail in Russia, so much so that, according to some analysts, the return to the old model of consumption is impossible even if the incomes and exchange rates going back to 2007.

And it is not only that the inhabitants of post-Soviet space “ate” conspicuous and excessive consumption, but in the banal change of generations. The main part of buyers has gradually become the people who are talking about the Soviet deficit heard the best of parents; “meet on clothes” and “dressing up” in their circles — bad, and the weekend they spend not shopping, and volunteering. Under a know-how retail they have long understood a style, and technology, live for today and postpone virtually no savings, preferring to spend on travel and other “intangible assets”. Of course, this does not mean that such buyers do not need jeans or sneakers, but as mentioned above, they would rather buy them, not on sofa and using smartphone than kill it half of the day with trips to the shops.

There is good news for the commercial real estate market: for those customers with the highest value is the family and friends. For this reason, they no longer want to live at work and replace vacation with the spouse and children business trips and family night — shopping.

Foreign players again before the others noticed this trend, proposing, for example, in shopping centers in Scandinavia the concept of “the Mall as the center of family and cultural life of the city”, open there at first glance nothing earning libraries, public theatres and markets of the day, on which residents could exchange or sell things you no longer use.


Over the past five years, the number of tenants that offer goods in occupied space decreased from 80% to 50% — a maximum of two years, the place “anchors” in shopping malls is not the Department stores, grocery stores, hypermarkets and home appliance stores, and entertainment.

This feature and the Russian climate, with a six-month cold period, the shortage of professional services to provide comprehensive opportunities in the Mall and relatively inexpensive, the cost of “admission ticket” into a segment of entertainment for the developer if he or prospective franchisees not miss it and choose high-quality franchise family Park, to earn and generate additional traffic will turn quite quickly.

For example, every Park, every month generates 20 000-30 000 visitors, of which approximately 40-45 per cent, 55-60% of parents. I note that the majority of visitors come deliberately to us, not because they came to the Mall. Of course, as in the case with traditional retail and food, much depends on a number of factors — the dollar and other “macroeconomic sentiments” in the country to the weather, but our projects are the least “mirror” the external factors. First, the “family” money is always there; secondly, family amusement parks are designed to distract from what’s outside the window.

According to our research, about 55% of visitors had planned to buy something at the Mall right after our visit to the amusement Park. The network of parks holds about 2500 in a month on the net, and most of the guests buy gifts here in the Mall.

Probably after two or three years we will see an even bigger increase of the areas in shopping centers, given the “under seven”. Moreover, at first glance, there is nothing to be sold in the classic sense: a Park, a library, a “neighborhood” market. It would seem, what benefits classical retail and the owners of shopping centers from the fact that a portion of the space will be given over to social functions? The video: they will get traffic with such a degree of loyalty and goodwill to the object, which would not get even after many hours of advertising campaigns in Prime time. If my children love to visit an amusement Park to a shopping center and my wife visited the library, then I, as the head of the family, so certainly “support money” those retailers and restaurateurs, at whose expense (i.e., rent) organized this Banquet.

Given that the Russian market of commercial real estate and retail are still very poor formats (especially in regions), it is the “experience economy” can push developers and potential franchisees, family-run amusement parks to the creation of something entirely new for the segment. I note that the attendance of these concepts will rise even if incomes continue to fall in many regions, an alternative to leisure time in shopping malls in cold seasons just yet.

Say all of these trends with such confidence because we as the operator or franchisor invite now, even in those regions that a few years ago was considered “deaf,” and only “family entertainment” in the shopping center there were slot machines and billiard.

As for gastrokinetic and restaurant start-UPS, all of them over time, cleverly integrated into the family entertainment formats and will offer the consumer a holistic entertainment experience. Believing this, some companies are already today integrated in their projects full-fledged restaurant concept: here you can celebrate a birthday, gather the family holiday or even arrange a romantic date while the kids are busy on the trampoline, parents enjoying slow food, celebrating your wedding anniversary.

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