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The Art of Curating Restaurants


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The line between food courts and food halls is often blurry.

Americans are more familiar with the concept of a food court than with a food hall. And while “there’s no meaningful difference” between the two versions of a collection of restaurants under one roof, one is associated with fast food and pit stops for shoppers, while the other, a British term, conjures up visions of trendiness.

It’s all in the marketing, said Andrew Moger, CEO/president of Branded Concept Development at the Restaurant Finance & Development Conference in Las Vegas. Moger was part of the rapid-fire Ted-style talks that aimed to impart a lot of knowledge in a short amount of time.

Descriptions of food halls favor flowery language, emphasizing chef-driven concepts and curated spaces. Examples of successful food halls include Eataly in New York City, where an Italian-inspired grocery store’s various departments, such as meat, pasta and bakery branch off into little restaurants and shops. The Shops of Legacy in Plano, Texas, was an example Moger gave.

While some believe the industry is already “over-restauranted,” food halls provide destination locations at a time when “A” locations are far and few between. They also add a perk for captive audiences. By adding a food hall to office or residential complexes, developers can command higher rents from tenants and residents of the buildings, he said.

Food halls embrace what’s new, trendy and upscale casual.

Moger doesn’t see food halls as a flash in the pan. “Food halls are relatively low risk to try out a new menu, new geography, at a smaller capital expense,” he said. But to be effective they must be “curated,” to ensure the quality and interesting mix is kept up.

The trick to thriving with food halls is driving business to the dinner part, he said. To that end, developers are making them dining destination by providing entertainment, such as music or by adding a local brewery.

Retail real estate is still all about location, but it’s also innovation, innovation, innovation.

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The latest news, opinions and commentary on what's happening in the franchise arena that could affect your business.

Tom KaiserTom Kaiser is associate editor of Franchise Times. He can be reached at 612.767.3209, or send story ideas to tkaiser@franchisetimes.com.
 
Beth EwenBeth Ewen is editor-in-chief of Franchise Times. She can be reached at 612.767.3212, or send story ideas to bewen@franchisetimes.com.
 
Nicholas UptonNicholas Upton is staff writer at Franchise Times. He can be reached at 612.767.3226, or send story ideas to nupton@franchisetimes.com.
 
Mary Jo LarsonLaura Michaels is managing editor of Franchise Times. She can be reached at 612.767.3210, or send story ideas to lmichaels@franchisetimes.com.
 
Mary Jo LarsonMary Jo Larson is the publisher of Franchise Times Magazine and the Restaurant Finance Monitor.  You can find her on Twitter at
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Nancy WeingartnerNancy Weingartner is editor-at-large of Franchise Times magazine and the editor of the Food On Demand media project. You can reach her at 612-767-3200 or at nancyw@franchisetimes.com.
Follow her on Twitter at http://twitter.com/nanweingartner.
 

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