In recent years, commercial squares have sprung up all over the country.

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

Zhang. At the same time, the Internet and the catering industry are also touting each other.

Make the emerging catering industry increasingly prosperous.

What you see under the glamour is not necessarily true! In recent years, the impact of the Internet on physical stores is obvious, and the catering industry has become the lifeline of new shopping malls. As a result, more and more shopping malls take the catering industry as the focus of investment, and all kinds of restaurants begin to concentrate on commercial real estate. Let's take a look at two major changes in shopping malls in recent years:

Early shopping center catering

In the early stage of catering layout in the commercial plaza, the development strategy of revitalizing the city by road was basically followed, and most of the catering will settle in the shopping mall.

The next floor or near the subway exit. Some fast food meals will be extended to one or two floors on this basis. But as far as the whole shopping mall is concerned, the layout of restaurants on other floors is basically invisible.

Did the catering industry save the shopping mall, or did the shopping mall promote the development of the emerging catering industry?

Since 2022, the layout of most commercial plazas and restaurants has undergone great changes. There are restaurants with different formats on each floor, and even various cross-border formats are interspersed among them, such as parent-child activity rooms, manual workshops, coffee bookstores and so on.

With the expansion of catering and related formats, the market economy seems to have new vitality. For a time, commercial real estate once again became the darling of the catering industry.

Did the catering industry save the shopping mall, or did the shopping mall promote the development of the emerging catering industry! Can the future development of shopping malls become a hotbed of catering industry?

This problem deserves our consideration!

Six major pain points of shopping mall catering

Looking at the catering layout of the strategic planning of the commercial plaza and the operation and management of the catering industry in the later period, the catering future of the shopping mall is really worrying!

Whether in first-tier cities or second-and third-tier cities, 80% of shopping malls are suffering from catering. The flow of people in the shopping mall is extremely low all day. From Monday to Thursday, it is almost empty, and the number of employees is twice that of guests. Many catering enterprises are counting on the economy to pull back a city over the weekend. Once faced with changes in weather, traffic and other factors, it is undoubtedly worse.

The first is the design and decoration of shopping malls.

Parking lanes, escalators, direct elevators, sanitary facilities, service information desks, signs, etc. All the shopping centers show some defects in design and planning to some extent. For example, in Shanghai, some shopping malls failed from the beginning of design. Why? Import and export signs are confusing, and consumers are shopping outdoors in shopping malls. Is there a difference between shopping in such a shopping mall and shopping in the main street? How can there be people in hot weather, cold weather and rainy day?

It's like a restaurant. When designing and decorating, the operation team must participate. So, what about the operation team in charge of the catering industry in the commercial plaza? Have you ever participated in the planning and design of shopping malls and the brand investment of corresponding categories?

Secondly, the investment team of the shopping mall is not professional enough.

In order to attract popularity, shopping malls will inevitably extend olive branches to big brand restaurants, often giving very low rents or other preferential subsidies; However, for some small catering businesses that are not familiar with attracting investment, there are various potential entrance fees, and good location and rent are also negotiated by relationships. There are even some shopping malls that repeat the same category many times in attracting investment.

For example, some shopping malls attract many barbecue shops, hot pot restaurants and noodle restaurants. There are also many optical shops or shoe stores. Isn't this letting shops kill each other?

Although consumers are given many choices, in order to compete, stores deliberately cut prices and then sell them with low-quality raw materials. Is this responsible to consumers?

Shopping malls need restaurants with big brands to attract popularity, but the premise is that the operators of shopping malls do an accurate self-positioning.

It is the overall marketing plan of the mall that is not satisfactory.

Every major holiday, we should organize activities with the surrounding cross-border industries, communities and other departments to promote the catering enterprises in shopping malls. Every entrance and exit or important position on each floor should be marked and guided by catering brands, and there should also be electronic display screens to promote different brands of restaurant products, instead of fixing a brand and charging extra. This is unfair. Restaurants have to pay rent when they enter the mall, so the mall should promote restaurants.

For example, K 1 1 in Shanghai introduced cultural industries, world-famous art exhibitions and cultural salons, which promoted the culture of shopping malls to a new height, but also brought many people. K 1 1 The overall design and investment promotion are operated by a world-class professional team. There are high requirements for the brand culture of merchants.

Fourth, shopping malls do not support catering enterprises enough.

Such as some cross-border brands (such as automobiles, real estate, education, music, etc.). ) Shopping malls can be introduced for advertising, and shopping malls can charge venue fees. Shopping malls should give red envelopes to catering enterprises or all shops stationed in shopping malls to achieve * * *, no matter how many red envelopes are, they are all benefits, which can further promote the brand of shopping malls.

I want to ask, shopping malls give red envelopes to shops. Which brand doesn't want to settle in such a shopping mall?

Fifth, the comprehensive ability of mall merchants and operators is very high.

Lack.

Some shopping malls don't know much about the catering industry. As long as someone pays, it will recruit people, regardless of whether the overall positioning of the mall is consistent with the business model. One attitude when inviting investment, another attitude after entering the company. This kind of service makes many catering businesses chilling.

Shouldn't merchants and operators of shopping malls be trained and studied? At the very least, are there a few people in the entire operation team who are engaged in the management of the catering industry, otherwise the catering business will not be satisfied at all.

Sixth, it is the hidden rules and overlord clauses of shopping malls.

Some restaurants want to enter popular shopping malls, they must go to another shopping mall with poor brand position, otherwise Wangpu will not give it to you; For example, there was a shopping mall in Shanghai that opened for several years, and then a new shopping mall opened in Changzhou. However, due to the difficulty of attracting investment, poor geographical location and popularity, shops in Shanghai shopping malls are required to undertake shops in new shopping malls in other places, otherwise the original shops cannot renew their contracts; Some restaurants open new stores in order to survive, and then close for several months.

Real cases like this abound; Is there anything wrong with the mall itself? Are the development and location of their shopping malls completed at one time? Why do catering businesses have to bear the consequences?

Of course, some shopping malls do very well in catering, such as the subway and the quality services provided by the downtown business district, such as parking lots, public toilets and other infrastructure. In order to attract people, some shopping malls plan underground and rooftop parking lots according to the actual situation; For all licenses, most shopping malls will provide corresponding service docking. Relatively speaking, fire fighting and environmental assessment are relatively easy, which depends on the professionalism of shopping malls in the early stage of design and planning.