15 FOOD AND BEVERAGE
UK shopping centres throughout the summer, from Aberdeen down to Southampton, each location hosting the event for three consecutive days. The Fest involves a staffed food bar or counter set up in the mall which acts as the central hub. Each brand is given a 45-minutes slot for sampling. A professional presenter hosts the event, informing shoppers about the activity, serving bitesized snippets of information about the food and the retailers in support of their offer. “The presenter will talk through the sample dishes and their inspiration with the objective of giving customers the opportunity to sample new menu items and encourage them to visit food retailers that they wouldn’t normally choose,” explains Katie Coombes, business development director at Maynineteen. “It’s fun, engaging and educational,” Prosser adds, “and encourages shoppers to be adventurous in trying new cuisine from retailers they’ve never considered before.” The current Fest is ongoing, and if it
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proves as successful as the debut run, then it's highly likely the event will return even bigger and better in summer 2018. “It’s very popular – who doesn’t like free food?” says Prosser. “There was always a queue to the counter and the consumer response was great with lots of people commenting on how they had been tempted to try new food, and the delicious smells just added to the atmosphere and drew even more people in.” And it certainly proved popular among those showcasing their offer. “100 per cent of brands requested to participate if the event was repeated and many more brands are on board,” Prosser tells, “so this year our client, Hammerson, increased the number of live event days from 18 to 24.” The concept may feel familiar, with the steady rise of pop-up food retailers passing through malls, but the brandcentred campaign seeing existing operators getting their time in the spotlight serves as a reminder that the big brands are as popular as ever. For
once, it is less about a one-off stop of excitement and breathing life into the centre’s existing furniture and promoting a sense of interest in brands who may struggle with loyalty in the face of growing diversity.
AUGUST 2017 SHOPPING CENTRE