dear reader, It is hardly news anymore that gastronomy in shopping centers is becoming increasingly important. Today, it is vitally important to develop individual concepts for each location. Food court or outdoor gastronomy? Fast food or casual dining? There is no one-size-fi ts-all answer to these questions if we want to meet the needs of our customers. After all, our customers want more than just to eat and drink. They want to eat healthy, top-quality food; be offered a wide range of options while they are being entertained; and share an experience or simply enjoy the ambience.

We at ECE meet these rising expectations with a holistic approach. A gastronomy team consisting of leasing, archi-tecture, and technology experts already supports potential tenants during their planning phases and settles questions regarding the respective location, structural aspects, or tech-nical challenges. For this process, we always try to see the situation from the gastronomers’ perspective to understand

their requirements and further improve our offer. Bringing the internationally renowned gastronomy expert Jonathan Doughty on board as ECE’s Global Head of Food Service further empha-sizes the position that gastronomy needs to hold, from ECE’s perspective, in shopping centers today and in the future.

klaus StriebichManaging Director Leasing ECE

THE NEW FOOD EXPERIENCE

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Welcome to “Foodtopia”! Frankfurt’s inhabitants and guests are already looking forward to this new and spectacular food and entertainment destina-tion in the middle of the metropolis near Germa-ny’s Main River. “Foodtopia” opens in Spring 2019 on the fourth fl oor of MyZeil. It is not just another food place, but a concept unique among shopping centers. The new “place to be” offers a wide range of different international and regional food and beverage concepts in seven different dining areas. From a café-bar to high-quality lunch concepts in the fast-casual area, to casual dining concepts and cool bars, “Foodtopia” leaves no culinary desire unfulfi lled. Diversity, quality, and the latest food trends are all part of “Foodtopia’s” standard program. “We have completely reinterpreted the atmosphere of a mar-ket hall, with its diversity of options and sensations. We want to appeal to all of our guests’ senses: with green walls, a casual urban design, and a full range of ways to enjoy oneself—from live cooking shows, to fi ne-dining concepts, to a cool bar in the eve-ning,” Marc Blum, Director Creative Design at ECE, explains “Foodtopia’s” goal. More than 15 different, high-quality concepts will provide gastronomic choice, excitement and entertainment. The stylish design, including urban-gardening and vintage-industry elements, gives “Foodtopia” its unique and lively atmosphere and allows it to fi t

“foodtopia”: a neW approaCh to GastronoMy in shoppinG Centers

perfectly into MyZeil’s outstanding architectural concept. The roof terrace is also breathtaking, with its unique view of the Frankfurt skyline. The shop-ping center’s distinctive location, surrounded by offi ces and hotels directly on the Zeil, Frankfurt’s most attractive shopping mile, and its good trans-port connections ensure consistently high custom-er frequency. “Foodtopia” has allowed ECE’s food specialists to create a vision of outstanding gastronomy in shopping centers both for them-selves and their customers.

ACROSS: COngRAtulAtIOnS On yOuR new pROfeSSIOnAl ChAllenge!jOnAhtAn dOughty: Thank you. I am extremely happy to be “on board” at ECE. All my colleagues here are aware of how important food and beverage (F&B) is in the success of shopping centers, now and in the future.

ACROSS: tO meet the ChAllenge, yOu hAve develOped the “3 e’S.” whAt ARe they?dOughty: First, I’d just like to say that I always speak of “guests” and not “customers.” If we treat them right, “guests” are willing to spend a lot of money on F&B in a mall. In general, it isn’t diffi cult to get a good meal now in a shopping center. However, in my view, the “3 E’s” are often missing and guests do not enjoy an “experience”; they simply eat and may not return. At ECE we need to arouse Emo-tions and provide Excitement and Entertainment. ACROSS: whAt dOeS thIS meAn In ReAlIty In yOuR dAIly wORk?dOughty: I use it as a checklist. For every project that we as a De-veloper look at, we must ask ourselves: What emotion does it create with our guests? What inspires them? How do we best entertain them? This is the challenge we face every day. Tenants have the same challenge and businesses like Vapiano work hard with each new opening to meet the “3E’s.” Excitement is really important. ACROSS: whAt new entRAntS fulfIll theSe RequIRe-mentS In geRmAny?dOughty: The burger concept Five Guys, which we will welcome in Limbecker Platz in Essen, and the whole Foodtopia project at MyZeil in Frankfurt both do. Ben Green is exciting and I also fi nd Friends & Brgrs entertaining. The brand is opening at FoodSky in Europa Pas-sage in Hamburg.

ACROSS: yOu lOve buRgeRS, RIght? whAt elSe dO yOu lIke tO eAt?dOughty: Well yes and no. I am fascinated by the burger market. It reinvented itself. My favourite other meals are almost all Asian. I love food from Thailand, China and Singapore. Fresh ingredients, fast cooking and spicy and subtle fl avours make them my favourites.

ACROSS: SpeAkIng Of fOOdtOpIA And fOOdSky—whAt dIStInguISheS theSe twO f&b deStInAtIOnS?dOughty: In my opinion, both are making great places for people to enjoy with each other. FoodSky perfectly refl ects the gastronom-ic evolution at ECE. Its innovative approach in design and tenant mix create the “3E’s”. ECE is also breaking new ground with Foodtopia. Both these F&B destinations feed guests’ emotions and guarantee them excitement and entertainment, not just food.

ACROSS: fROm gueStS tO tenAntS: why ChOOSe eCe CenteRS?dOughty: We love food at ECE, that’s why. Tenants will fi nd food, leasing, and technical professionals who speak their “gastro” lan-guage and want to help. The whole foodservice team at ECE knows that it’s about much more than simply providing space. This means tenants have the opportunity to perfect and develop their business models in ECE centers and evolve with us. It’s a passion.

ACROSS: whAt SuRpRISeS yOu the mOSt AfteR 25 yeARS In the f&b buSIneSS?dOughty: My biggest question still is why jobs and careers in the foodservice industry are somehow considered to not be “good” enough or “real.” I have met some of the most talented and gifted people in the world in our industry and it is still the biggest curiosity why other people don’t see it as a great career. This is changing, but very slowly. In the UK at the moment, being a “chef” is now popular, but being in foodservice is still seen as a job you only do if you can’t do anything else!

eMotion, exCiteMent, entertainMentrenowned gastronomy expert Jonathan doughty has been global head of foodservice at eCe since July 1, 2017. so far, he has devoted himself to implementing the “3 e’s.”

AbOut jOnAthAn dOughty

Jonathan Doughty made a name for himself as founder and global managing director of Coverpoint Foodservice Consultants in Great Britain in 1993. Jones Lang LaSalle bought the company in November 2014. Doughty was then head of EMEA Foodservice Consulting until his move to ECE.

ECE GASTRONOMY SPECIAL

Five Guys, the American premium-burger chain, is coming to Germany and is opening one of its fi rst restaurants–and the fi rst one in a German shopping center–in December at Limbecker Platz Essen. The concept offers hand-made burgers and fries, freshly prepared and of the highest levels of quality and freshness, in over 250,000 possible combinations.

“The collaboration with ECE is an important step for our expansion into Germany. It means that we have a strong partner on our side who manages over 200 shopping centers. The restaurant’s location is one of the decisive factors for us. We put a lot of emphasis on being represented at locations where our target group likes to be and spends its time.”

Jörg Gilcher, Head of Germany, Five Guys

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“We understand the needs of tenants”

ACROSS: In whAt wAy hAve eAtIng behAvIORS Of CuStOmeRS In ShOppIng CenteRS ChAnged? 10 yeARS AgO, It wAS StIll unthInkAble tO delIbeRAtely vISIt A mAll tO eAt theRe.StefAn SChuSSmAnn: The changes are extreme. Restaurants used to be considered a necessary evil. It was considered difficult and an additional expense due to the costly technology involved. Today, according to an ECE customer survey, 40% of all customers take the centers’ culinary offers into account when they decide which mall they want to visit. This is why we al-ways strive to bring new, innovative concepts to our centers.

ACROSS: In yOuR OpInIOn, whICh Of the CuRRent COnCeptS ARe pARtICulARly InnOvAtIve?SChuSSmAnn: I find Marché Mövenpick's live and front-cooking concepts very exciting. They will open in our new center Loom in Bielefeld this autumn.

By now, culinary offerings have become a substantial motivator for customers to visit a center. stefan schußmann, eCe Key account Management, knows why.

ACROSS: whICh tenAntS wORk well AS neIghbORS fOR theSe COnCeptS And whICh dO nOt?SChuSSmAnn: In most cases, we create clusters of foodservice concepts, of course. Some types of gastronomy, however, are a good fit for other industries as well. For example, we like to posi-tion a café close to fashion stores, or restaurants in the vicinity of entertainment areas or cinemas.

ACROSS: why ShOuld fOOd tenAntS ChOOSe tO wORk wIth eCe InSteAd Of ItS COmpetItORS?SChuSSmAnn: ECE has a lot of experience in the gastronomy sector. We operate over 20 food-courts in Germany–more than anybody else. We have key account specialists who work exclusively in the gastronomy sector and can provide the perfect place for any tenant. We understand the needs of tenants. Last but not least, we have over 100 top locations in Germany.

A 3,000-sq-m floor entirely dedicated to gastron-omy: this vision was realized with the opening of “FoodSky” at Hamburg’s Europa Passage. ECE scores with this project–the biggest continuous gastronomy area in the center of the Hanseatic

“foodsKy”: an entire floor BeCoMes a Culinary hot spot

city–for its premium location between the main shopping mile on Mönckebergstrasse and Jungfernstieg, which is located on the Alster. The “gastronomic journey” on the center’s top floor presents a well-thought-out mix of a food court (15 providers) and five additional restaurants. These include the Finnish fresh-casual burger concept, Friends & Brgrs, which is entering the German market with ECE, as well as Vincent Vegan, whose purely vegetable dishes were only available from food trucks until now. Beyond that, there is Se7en Oceans, the only starred restaurant in a German ECE center. The name “FoodSky” says it all: Besides its high quality of stay, its guests will enjoy a lot of daylight, which shines through the spectacular end-to-end glass roof. Bon appetit!

“an all-day-lonG food experienCe”

ACROSS: whICh Of eCe’S fOOd pROjeCtS ARe yOuR peRSOnAl fAvORIteS fROm An ARChIteCtuRAl pOInt Of vIew?mARIA nAvARRO: “FoodSky” at Hamburg’s Euro-pa Passage is definitely one of them. The glass roof is particularly impressive. It floods the entire ellipti-cal seating area with light and therefore ensures increased quality of stay and comfort. The floor is divided into four areas, and each of them includes typical elements of different European capitals.

ACROSS: whAt SuStAInAbIlIty meASuReS hAS eCe Implemented wIth the ARChIteC-tuRAl deSIgn Of ItS gAStROnOmy AReAS?

Why “foodsky” is particularly dear to the heart of architect Maria navarro, eCe’s head of Creative design.

nAvARRO: We keep the framework conditions for the design of rental areas and shop fronts flexible to ensure that reletting is as simple as possible and the new ten-ant can present himself with his own corporate identity. However, using existing materials in a new context–like old glass bottles for wall elements–is the really exciting challenge. The keyword is “upcycling.”

ACROSS: One mORe queStIOn RegARdIng SuStAInAbIlIty: whAt ARe the mOSt ImpORtAnt fACtORS when It COmeS tO the RefuRbIShment Of exIStIng fOOdCOuRtS? nAvARRO: Refurbishment is a top priority for ECE. The design of gastronomy areas must be updated in a way that appeals to all customer categories and, at the same time, distinguishes itself from the designs of our competitors.

Three buildings with shopping, gastronomy, office, hotel, and residential areas, between which lively squares and alleys invite visitors to stroll and linger: This is Milaneo, a completely new city quarter built near Stuttgart’s main station and within walking distance of the city center. Its gastronomy provid-ers benefit in no small way from its high-frequency location and the attractive exteriors on Mailänder Platz, where Stuttgart’s modern Central Library is

Milaneo: neW Quarter With a tasteful exterior

located. Tenants here include the Asian concept GinYuu, the burger specialist Hans im Glück, and Starbucks—all with extended opening hours. The gastronomic focus of the center’s 30 concepts and around 1,000 seats is on fast casual and fast food. Of course, this should not distract from the rest of this outstanding mall: Milaneo was hon-ored in 2015 at MAPIC in Cannes as “the Best New Shopping Center.”

ECE GASTRONOMY SPECIAL

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If you want to have a spectacular view of Frank-furt’s skyscrapers, you can do no better than the terrace of the ALEX Restaurant in the Skyline Garden. This 10,000-sq-m roof garden is the heart of the Skyline Plaza, which ECE opened in 2013 in the middle of the new and upcoming Europaviertel. Due to its location, the shopping center has quickly established itself as a mid-day and evening reference point for people working in the surrounding offi ces and in the convention center and banking district. In addi-tion to ALEX, the Skyline Plaza offers guests a market hall with 16 foodservice concepts and 400 seats on the fi rst fl oor. Nearby residents of course also enjoy the mall’s culinary offerings. Afterwards, they can enjoy a digestive stroll through the extensive network of paths in the

sKyline plaZa: speCtaCular Gastro experienCe in the roof Garden

Skyline Garden among its diverse plant life. Alternatively, they can try a round of table ten-nis or boules, before going back to shopping in one of the center’s 170 shops.

ACROSS: whAt ARe yOuR ReSpOnSIbIlItIeS In the eCe fOOdSeRvICe teAm?gAbRIele meyeR-heRmS: I provide technical assistance to our leas-ing specialists in renting and contracting catering areas. We clarify what technical requirements foodservice providers have and whether we can meet them.

ACROSS: whAt SORt Of RequIRementS dO the tenAntS hAve?meyeR-heRmS: On the one hand, they are concerned with the area and its design. We have several counters in each food court arranged around a common seating area. Among other things, we have to clar-ify how large a counter must be and how individually the tenant can present itself. On the other hand, tenants are concerned about tech-nical issues. Foodservice of course needs a greater supply of fresh air, stronger electrical connections, and grease separators. Ventilation, electric, and grease waste water are thus parameters of interest. What is possible at the respective location must fi rst be clarifi ed.

ACROSS: dO theSe RequIRementS vARy ACCORdIng tO the gAStROnOmIC COnCept?meyeR-heRmS: Yes, they depend on what food is prepared and what equipment is needed. This determines the required technical param-

eters. We try to be as fl exible as possible in this regard and usually include some reserve capacity. We thus give ourselves and our tenants the opportunity to react quickly to changes, such as when shop surfaces are combined or concepts changed or extended.

ACROSS: dO yOu SOmetImeS COme ACROSS unuSuAl ten-Ant RequeStS? meyeR-heRmS: A small (30-sq-m) gastro-counter once demanded a grease exhaust volume of 6,000 to 7,000 cubic meters per hour. That is simply impossible. The chef wouldn’t be able to hold on to the stove due to the massive airfl ow!

ACROSS: mAny futuRIStS lOng fOR the InventIOn Of telepORtAtIOn. whAt InventIOn wOuld mAke yOuR jOb lIght yeARS eASIeR?meyeR-heRmS: A “building scanner” that would allow me to view a center or a rental area, akin to Google Earth. It would allow me to view the building constructions—walls, ceilings etc.—and technical installa-tions like ventilation ducts and electrical cables. What a dream!

the dreaM of a “BuildinG sCanner”individual catering concepts are based on different technical requi-rements. Gabriele Meyer-herms, a member of eCe’s foodservice team, ensures their realization.

ECE GASTRONOMY SPECIAL

The Finnish fresh-casual-burger concept Friends & Brgrs celebrated the opening of its first store in Germany in September at “FoodSky” in Hamburg’s Europa Passage. ECE facilitated the launch of the sixth restaurant based on this concept. It focuses on fresh ingredients from their own production sites and plans to expand further across Europe.

“We opened our fi rst store in Germany in an ECE center because we want to be where people are. After all, eating great food is an important part of a shopping day for a growing segment of people.”

Peter Fagerholm, CEO & Co-founder, Friends & Brgrs

The classic food-truck concept Vincent Vegan has opened its fi rst brick-and-mortar restaurant at “FoodSky” in Hamburg’s Europa Passage. The concept is based on the savory enjoyment of popular fast food dishes–prepared with purely vegetable ingredients and served with a certain dash of smoothness and a lot of love.

“We have chosen a location in a center because we are convinced that a concept like ours is ready for attractive, highly frequented locations.”

Christian Kuper, Founder & CEO, Vincent Vegan

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ECE’s fi rst own development in Italy: Adigeo in Verona has been setting new shopping stan-dards in the arena city since March. The timeless design vocabulary is inspired by modern Italian architecture and offers numerous, spectacular, double-story shop facades. It also defi nes the restaurant area on the upper fl oor—a meeting point and the heart of the center. Adigeo has a wide range of different gastronomy concepts from international and regional suppliers. North-ern Italian cuisine, with espresso and gelato (in-cluding Dolce Vita), stands above all else. The large-scale Italian confectioner Bauli, for exam-

adiGeo: Culinary Variety With northern italian flair

ple, chose Adigeo as the location for its first store: Bauli Caffè. The Baccanale restaurant serves high-quality antipasti and fi ne wines from the region. Dispensa Emilia and Trattoria Il Podio indulge guests with hearty pasta and fi sh dishes. The 360-seat food court and the generous layout of the exterior terraces create a relaxing, feel-good atmosphere with color plays and care-fully accentuated material selections. Different seating and lounge areas add to the Adigeo experience. Altogether, the center in Verona has 21 restaurants and cafés that are ideally suited to the mall’s architectural concept and design. The restaurant area is open until 11 PM.

ContaCt ECE Projektmanagement G.m.b.H. & Co. KGHeegbarg 30, D-22391 Hamburg, GermanyPhone: +49 40 60606 - 0Fax: +49 40 60606 - 6230Email: press@ece.comwww.ece.com

ECE GASTRONOMY SPECIAL

Fresh, healthy, fast: Marché Mövenpick provides an authentic market-atmosphere and an experience for all senses–with hand-made dishes, top quality ingredients, and live cooking. The fi rst restaurant at ECE opens in autumn at the new Loom in Bielefeld.

“The collaboration with ECE is of strategic importance for us. With a strong partner, we hope that we can successfully reach our customers and make good business.”

Lothar Menge, Business Unit Manager City Concepts, Marché International

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