We are observing a clear shift from a ‘functional’ model, where the customer comes solely to shop, to an ‘experiential’ model, where emotions and the comfort of being in the centre’s space are equally important. The opportunity to meet friends, enjoy a family dinner or a quick lunch during work hours means that the shopping centre becomes a place to spend time, rather than just a place to fulfil shopping needs. This directly translates into footfall and the length of visits.

It is safe to say that the food and beverage sector, much like the entertainment sector, drives the entire shopping centre ecosystem. A carefully curated F&B offering has a positive impact on operating results – particularly at weekends and in the afternoons, but increasingly also in the mornings, as breakfast options grow in popularity. Footfall generated by the intention to meet ‘works’ for all sectors, strengthening the synergy of the tenant mix and increasing turnover.

What is more, quality is becoming increasingly important. The presence of recognisable brands enhances the centre’s appeal and strengthens its image as a modern, multi-functional destination. Today’s customers expect not only fast service, but also authenticity and an emotional experience. Alongside classic chains, the importance of themed restaurants, premium brands and concepts that build a community around them is growing.

In Gemini Park centres, we are developing our offering based on a balance between international brands and concepts that bring a local character to the venue. Last year alone, we strengthened the food and beverage segment with, among others, the Asian restaurant Thai Long and the American brand Popeyes in Tranów, as well as Giga Buła in Bielsko-Biała – a Polish chain created by a popular influencer, which acts as a magnet for younger generations and a clear distinguishing feature of the offering.

Increasingly, food courts are being designed to form an integral part of the overall experience – with a refined layout, well-thought-out functionality and a variety of formats, ranging from traditional food court areas to more intimate, secluded spaces that encourage socialising and relationship-building. Crucially, the evolution of food and beverage offerings in shopping centres is a two-way process – as the centre develops, the brands themselves grow, investing in larger premises, expanding their offerings and raising service standards. A good example is the Sushi Samuraj restaurant at Gemini Park Bielsko-Biała, which, as its popularity grew, decided to relocate, expanding its operational facilities and creating a more comfortable space for dining in. These changes have led to a more positive perception of the brand, longer visit durations and, ultimately, increased turnover.

From a positioning strategy perspective, gastronomy plays a fundamental role today. In regional centres, it helps shape the identity of the place – it can reinforce the family-friendly nature of the venue, highlight its urban profile or build an aspirational image. A centre that builds an emotional bond with the community becomes more than just a transactional space. It is precisely these emotions that extend the length of stay, increase loyalty and, consequently, sales. This is clearly evident on non-trading Sundays. It is food and drink and entertainment that are then the main draw for customers, despite the limited shopping offering.

That is why the role of the food and beverage sector will continue to grow. Against a backdrop of changing consumer habits, it is social functions, experiences and emotions that will determine a shopping centre’s success. A well-planned and consistently developed food and beverage offering remains one of the key tools for building a sustainable competitive advantage.

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