Lodha Xpe­ria Mall at Palava City has cre­ated a shop­ping and life­style des­ti­na­tion like none other, in and around Thane. The mall which has been built by the Lodha Group, has the per­fect mix of an­chor and vanilla stores. The food court, which of­fers a uniq

Shopping Center News - - FOCUS FEATURE -

Tell us about Xpe­ria’s unique lux­ury din­ing ex­pe­ri­ence pro­vided in the food court

We, as a brand, be­lieve in pro­vid­ing com­fort to our con­sumers in all as­pects, dur­ing their visit at our mall. The lounge-type seat­ing in our food court trans­lates our ef­forts to pro­vide them the lux­ury they de­serve.

How did this con­cept come up?

A thor­ough re­search & anal­y­sis while plan­ning Xpe­ria Mall, helped us gauge that con­sumers were keen to rate food of­fer­ings as a ma­jor fac­tor in their ex­pe­ri­ence of a mall. We sim­ply de­cided to give our con­sumers the best.

Who has de­signed it and what is the de­sign in­spi­ra­tion for this? What is the type of in­vest­ment has gone into it?

The con­cept de­sign is from Shob­han Kothari of ADND. The amount in­vested is slightly higher than a tra­di­tional food court. Over­all, what counts is the de­light that our con­sumers ex­pe­ri­ence.

What is the seat­ing ca­pac­ity?

The 670-seater food court com­prises of hard seated rus­tic metal & solid wood fur­ni­ture with lux­u­ri­ous couches. It is de­signed to ac­com­mo­date ev­ery­one from cou­ples to a group of 25 peo­ple. A des­ig­nated space for pri­vate din­ing, small gath­er­ings, kitty par­ties, birth­day par­ties, etc. adds to the features of the food court to pro­vide a de­light­ful din­ing ex­pe­ri­ence.

Is the ca­pac­ity eas­ily scaleable?

Yes, we do have chairs & ta­bles at our dis­posal to in­crease our seat­ing ca­pac­ity by a de­cent num­ber dur­ing peak sea­sons. The food court is spa­cious enough to al­low us to do so as and when the need arises.

How many brands do you have in the food court?

Our con­sumers are truly spoilt for choice as we have 6 restau­rants, 12 QSR Kitchen for­mats, 7 dessert & 10 food kiosks.

Which lux­ury restau­rants do you have in the food court?

Bri­tish Brew­ing Com­pany, East Asia Spice Com­pany, Pizza Hut, 29 States, Pop Tates& KFC are the restau­rants that are a part of our food court.

What is the av­er­age Foot­fall in the food court? We av­er­age around 5,500 on week­days and 16000 foot­falls on week­ends. What is the por­tion of Xpe­ria’s to­tal earn­ings that can be at­trib­uted to the food court? How does that com­pare to your peers?

The To­tal F&B sales con­trib­ute about 12% of the mall’s turnover. In­deed this is a pos­i­tive in­di­ca­tor for our part­ner brands op­er­at­ing in the same re­gion. Ad­di­tion­ally,8 of our QSR for­mats do their best sales from our mall across in com­par­i­son to their stores in Mumbai & Navi Mumbai Malls.

Do you think the lux­ury de­sign af­fects the av­er­age spend size at the food court?

A lux­ury set-up pro­vides a de­light­ful din­ing ex­pe­ri­ence for con­sumers. They tend to in­crease their spends if they feel they are val­ued. Have you de­ployed any spe­cial tech­nol­ogy to help cus­tomers?

Apart from the stan­dard tech­nol­ogy be­ing used in modern shop­ping cen­tres, we do en­cour­age our cus­tomer to use tech­nol­ogy for­mats for bet­ter con­nect with re­tail­ers. We drive MacID based push SMS ser­vices to cus­tomers to ed­u­cate them on var­i­ous of­fers & dis­counts, Bluetooth based bea­cons, dig­i­tal di­rec­to­ries at en­trances and digi­tised cus­tomer feed­back & griev­ance man­age­ment sys­tem

Do you pro­vide any spe­cial/dif­fer­en­ti­ated ser­vices?

Yes, like ma­jor malls we do pro­vide ser­vices at the tech­no­log­i­cal, as well as, hu­man in­ter­face, such as Wi-Fi ac­cess with un­lim­ited up­load & down­load, work­ing sta­tion within food court with lap-top charg­ing points, au­to­mated feed­back &way Ćnd­ing di­rec­to­ries, col­lab­o­rated ef­forts with Google to es­tab­lish way Ćnd­ing& park­ing spot iden­tiĆ­ca­tion, etc.

For re­tail­ers too, we have op­tions of pro­mot­ing the brand via var­i­ous chan­nels within the cap­tive catch­ment of Palava via tar­geted SMS, What­sapp, Mac-id base push text, chan­nel­ized mes­sages/pop-up on mo­bile phones of cus­tomer pass­ing in front of the retail store within an ac­cess point zone.

There is an op­tion of in­te­grat­ing a retail store with an in-house zero pay­ment land-line in­ter­com ser­vices with the cap­tive catch­ment of Palava res­i­dents.

For, em­ploy­ees of our Com­mer­cial Tower& res­i­dents we have up­loaded the en­tire F&B of­fer­ings and menu on an app and on­line or­der­ing can be done to pre-book a meal with op­tion of di­rect de­liv­ery at the ofĆce/ res­i­dences.

In ad­di­tion, we do part­ner with Ola Cabs for of­fers for hail­ing cabs from & to the mall.

Which of the food out­lets con­trib­ute to­wards high­est rev­enue in the food court?

McDon­alds, Burger King, Pizza Hut, Chaat Café, Ka­reems, BBCo are the top per­form­ing brands in F&B cat­e­gory.

How does a lux­ury food court of this kind Ćt in with In­dia’s evolv­ing Mall-scape?

Lux­ury Food courts are be­com­ing a favourite among mall op­er­a­tors and real estate devel­op­ers who see them as a part of an ex­pe­ri­en­tial retail strat­egy, and among con­sumers who are eat­ing out more than ever and want au­then­tic dishes to sat­isfy in­creas­ingly so­phis­ti­cated pal­ette. The evo­lu­tion of this con­cept is slightly dif­fer­ent, where the food court acts as a sta­ble an­chor unit it­self and in­creases the cus­tomers dwell time thereby in­creas­ing the cus­tomer spends too. The unique up-seg­ment de­sign has evolved the food court to trans­form in a food des­ti­na­tion than the typ­i­cal food court, helps drive more con­sumer trafĆc. This also gives us op­por­tu­nity to in­duct &of­fer prod­ucts made by lo­cal ar­ti­sans, foodor­i­ented bou­tiques, ćea shops and other in­ter­ac­tive el­e­ments such as en­ter­tain­ment, screen­ing of sports & other me­dia.

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