The Changing Tastes
foodService India|November - December 2018

Mobile connectivity and social media have fundamentally changed the restaurant experience, states Ibrahim Ibrahim of Portland Design, London. Ever heard about Fourth places, Hedonistic purchase or Skeating? Our expert in terms of branded environments and retail design takes you on a fast ride into the very near future of F&B and the new role of restaurants.

The Changing Tastes

According to Cushman & Wakefield, US store closures are expected to reach 12,000 in 2018, a 33% increase from 2017 – and it is estimated that half of the current shopping malls in the USA will close by 2023. The current seismic shifts in retail are structural, not cyclical; there is no going back! During these turbulent times, food and beverage has boomed and the industry is looking to the F&B sector as the saviour of retail destinations. Angela Heuer, Director of Business Development at Westfield, explains that in future 50-60% of total commercial space in Westfield flagship malls will be for F&B, illustrating the central role restaurants will play in creating places.

Since the 90’s F&B shifts have primarily been about new concepts and ever smarter restaurant design. Recently we have seen QSR and ‘fast casual’ design taking on a more localised, soft, ‘human’ feel. The proliferation of digital menus, mobile ordering, personalisation (a good example being the Pizza Express sound dome) and delivery systems have all shaped the design of restaurants. The smartest restaurants not only adopt new technology but understand how it can be used to design a better experience. By automating time-consuming but functional tasks, restaurants can divert resources to more valuable, personal interactions. Lagadère Travel Retail’s G.I.U.L.I service, for example, which allows diners to order with their smartphones and pay at the table, puts customers in control of the experience and greatly reduces line pressure for restaurants.

The Fourth Place: Where brands recruit customers

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