Cafe in a shopping center. How to open a cafe in a shopping center. When to start negotiations on opening a cafe in a shopping center

Andrey Petrakov, RestCon

Nice shopping center

A good shopping center is an excellent source of customers for the cafes located in it. Moreover - a guaranteed source. But only if it is a good shopping center.
A good shopping center is a center with high traffic. This is one of the main characteristics when choosing. And, the second important characteristic is the level of the shopping center. Like restaurants, shopping centers are designed for different price categories and, accordingly, different groups of consumers.

Shopping center traffic

The problem is that all this becomes obvious after the opening. And, if everything is more or less clear with the price level of the shopping center, then the traffic forecasts are not at all obvious.
In general, of course, when planning a shopping center, a professional developer tries to find the optimal location and calculate its traffic. In practice, this is not always possible. The limited number of good development sites makes construction investors not too picky.
Therefore, there are many shopping centers whose traffic even a couple of years after opening is such that even rental holidays do not save their tenants.

All this means that tenants will have to take control of forecasting the number of visitors, and take into account the forecasts of the shopping center management company. And, if chain restaurant concepts have their own standards and criteria for choosing a place and premises, then small chains or single cafes are chosen, rather intuitively, at random.
As a rule, the larger the shopping center, the more visitors it attracts. Although, of course, a lot depends on the specific city, region, and competition. For large cities, it is better to pay attention to shopping centers with an area of ​​20 thousand sq.m. This is not a guarantee, of course, but the likelihood that they will be more in demand among buyers is higher.

When to start negotiations on opening a cafe in a shopping center

The management company begins selecting tenants for the shopping center long before it opens. Usually within a year and a half. And, if you want to get a place in a shopping center, then you need to make a preliminary decision on renting at this stage. Free spaces before the opening are rare, or rather an accident when someone from the already formed pool of tenants refuses.

Here's one story

The shopping center has been in existence for more than a year. There is a cafe-pizzeria in the shopping center. Revenue per day is 10-12 thousand rubles, or 300-350 thousand per month. For staff - approximately 200-220 thousand. For products - approximately 27%, or 80-95 thousand rubles. Total, 20 thousand rubles remain. And this does not include rent and other necessary expenses. There is a loss that was not covered even by a temporary reduction in the rental rate to almost zero. One could, of course, assume that this was the result of some internal problems of the cafe, but literally all operators experienced similar difficulties. The revenue of a chain coffee shop in the same shopping center, located on the main flow of customers, was only 5-6 thousand rubles. in a day.
There were simply too few people in the mall.

Mall Addiction

And this is a big problem. If the cafe is located on the street, then it has a greater chance of attracting additional clientele if the revenue is insufficient. Being located in a shopping center, the cafe is almost completely dependent on the visitors who are attracted by the shopping center itself.
Therefore, a place in a shopping center can mean both almost guaranteed success and guaranteed failure. The latter is still less common.

You don't have to be a networker to open in a shopping center

Many investors believe that renting space for a cafe in a shopping center is the prerogative of well-promoted network projects. And, in many ways, this is true. Management companies really consider them as the main tenants. For example, a food court is one of the anchors of a shopping center, and the attendance of the entire shopping center depends on the quality of its contents. Therefore, shopping center managers first of all offer locations to established, well-known chain brands; naturally, they have the opportunity to choose the best locations.
But little-known projects, including single projects, also have a chance to enter the shopping center. In fact, this is quite solvable. You just need to meet a number of conditions.

Basic principles of compliance with shopping center requirements

1. It must correspond to the level of the shopping center. This is not so much about the price level, but about the quality content of the cafe concept.
2. You need to ensure that your proposal does not overlap with other concepts. However, in some, usually large shopping centers, it is quite possible to accommodate several similar concepts.
3. The design concept must fit into the overall solution of the shopping center, match the quality of materials and design solutions.

These are general requirements. To communicate with representatives of the management company, you need to prepare a good presentation, which you will send by email.

What should be in a presentation for the management company of a shopping center

The presentation should include the main parameters of your cafe. Such as:

• Sign/logo
• Menu - complete or main items
• Equipment layout plan
• Requirements for electrical power, water consumption and ventilation
• Outlet design concept (sketches if this is your first cafe or photos of existing ones)
• Brief description of the concept: who is in the target audience, revenue forecast, description of the company and its experience in the catering business

After that, you need to select shopping centers at the construction stage and recruit tenants and contact management companies. There are not many large operators (management companies). As a rule, each of them deals with several shopping centers at once. So, by agreeing with one company, you can actually get a pass to several shopping centers.
And, of course, it makes sense to leave applications in already operating shopping centers. It is rare, but even there there is a change of operators.

Near the Kyiv metro station there is a large shopping and entertainment center "European", whose restaurants attract many visitors every day. The shopping complex is a suitable option for adults, children, residents and tourists of Moscow. There are many types of establishments on the territory of this shopping center: there is even a banquet hall in the Evropeisky shopping center for celebrations.

In "European" there are:

• high-status restaurants with a high average bill;
• inexpensive cafes;
• popular chain establishments;
• cozy coffee shops;
• food court;
• bars and pubs.

Cafe in the European Trade Center

In addition to all kinds of entertainment, there are more than 40 cafes and restaurants of various formats on the seven above-ground and two underground floors of the Evropeisky shopping center. After shopping, going to an amusement park or bowling alley, you can always stop by one of them. The cafes in the European shopping center are suitable for a business meeting, a romantic date, and a family dinner. The shopping center offers visitors:

• business lunches with several dishes to choose from;
• establishments of various types. The Evropeisky shopping center features quiet family restaurants, noisier places for large groups, and lounge bars;
• delivery throughout Moscow or nearby areas;
• dishes to go.

Cafes and restaurants in the European shopping center in Moscow

The cuisine here is international, so finding dishes to suit your taste will not be difficult. The following types of cuisines are most common in the restaurants of the European shopping center:

• European;
• Italian;
• Russian;
• Belgian;
• Caucasian (Turkish, Uzbek, etc.);
• Arabic;
• Asian (unusual Vietnamese or popular Chinese, Japanese).

To find the right establishment, use our website. Here is a complete list of cafes, restaurants and banquet halls in European with the necessary information: exact location, telephone numbers, type of cuisine, average bill. Photos of the interior, descriptions and reviews from visitors will help you get a detailed idea of ​​a particular cafe in the Evropeisky shopping center.

A good shopping center is a center with high traffic. This is one of the main characteristics when choosing. And, the second important characteristic is the level of the shopping center. Like restaurants, shopping centers are designed for different price categories and, accordingly, different groups of consumers.

Shopping center traffic

The problem is that all this becomes obvious after the opening. And, if everything is more or less clear with the price level of the shopping center, then the traffic forecasts are not at all obvious.

In general, of course, when planning a shopping center, a professional developer tries to find the optimal location and calculate its traffic. In practice, this is not always possible. The limited number of good development sites makes construction investors not too picky.
Therefore, there are many shopping centers whose traffic even a couple of years after opening is such that even rental holidays do not save their tenants.

All this means that tenants will have to take control of forecasting the number of visitors, and take into account the forecasts of the shopping center management company. And, if chain restaurant concepts have their own standards and criteria for choosing a place and premises, then small chains or single cafes are chosen, rather intuitively, at random.

As a rule, the larger the shopping center, the more visitors it attracts. Although, of course, a lot depends on the specific city, region, and competition. For large cities, it is better to pay attention to shopping centers with an area of ​​20 thousand sq.m. This is not a guarantee, of course, but the likelihood that they will be more in demand among buyers is higher.

When to start negotiations on opening a cafe in a shopping center

The management company begins selecting tenants for the shopping center long before it opens. Usually within a year and a half. And, if you want to get a place in a shopping center, then you need to make a preliminary decision on renting at this stage. Free spaces before the opening are rare, or rather an accident when someone from the already formed pool of tenants refuses.

Here's one story

The shopping center has been in existence for more than a year. There is a cafe-pizzeria in the shopping center. Revenue per day is 10-12 thousand rubles, or 300-350 thousand per month. For staff - approximately 200-220 thousand. For products - approximately 27%, or 80-95 thousand rubles. Total, 20 thousand rubles remain. And this does not include rent and other necessary expenses. There is a loss that was not covered even by a temporary reduction in the rental rate to almost zero. One could, of course, assume that this was the result of some internal problems of the cafe, but literally all operators experienced similar difficulties. The revenue of a chain coffee shop in the same shopping center, located on the main flow of customers, was only 5-6 thousand rubles. in a day.

There were simply too few people in the mall.

Mall Addiction

And this is a big problem. If the cafe is located on the street, then it has a greater chance of attracting additional clientele if the revenue is insufficient. Being located in a shopping center, the cafe is almost completely dependent on the visitors who are attracted by the shopping center itself.

Therefore, a place in a shopping center can mean both almost guaranteed success and guaranteed failure. The latter is still less common.

You don't have to be a networker to open in a shopping center

Many investors believe that renting space for a cafe in a shopping center is the prerogative of well-promoted network projects. And, in many ways, this is true. Management companies really consider them as the main tenants. For example, a food court is one of the anchors of a shopping center, and the attendance of the entire shopping center depends on the quality of its contents. Therefore, shopping center managers first of all offer locations to established, well-known chain brands; naturally, they have the opportunity to choose the best locations.

But little-known projects, including single projects, also have a chance to enter the shopping center. In fact, this is quite solvable. You just need to meet a number of conditions.

Basic principles of compliance with shopping center requirements

1. It must correspond to the level of the shopping center. This is not so much about the price level, but about the quality content of the cafe concept.
2. You need to ensure that your proposal does not overlap with other concepts. However, in some, usually large shopping centers, it is quite possible to accommodate several similar concepts.
3. The design concept must fit into the overall solution of the shopping center, match the quality of materials and design solutions.

   These are general requirements. To communicate with representatives of the management company, you need to prepare a good presentation, which you will send by email.

What should be in a presentation for the management company of a shopping center

The presentation should include the main parameters of your cafe. Such as:

• Sign/logo
• Menu - complete or main items
• Equipment layout plan
• Requirements for electrical power, water consumption and ventilation
• Outlet design concept (sketches if this is your first cafe or photos of existing ones)
• Brief description of the concept: who is in the target audience, revenue forecast, description of the company and its experience in the catering business

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