"Restaurant Chains Revitalize Malls: From Chili's 'Triple Dipper' to The Cheesecake Factory"

New research indicates that restaurant chains and food concepts are playing a vital role in revitalizing shopping malls, driving consumer traffic back to these once-struggling spaces. Data from Yelp shows that these eateries have significantly increased visitor numbers at malls, surpassing pre-pandemic levels.As shoppers enjoy meals before or after browsing stores, a noticeable bounce-back effect is taking shape within the retail sector. The atmosphere of packed shopping malls is reemerging, though it looks quite different from what it was in the late 20th century.Take Great Northern Mall in Ohio, for instance; it's now lined with various dining options. New establishments are on the horizon, including a Texas Roadhouse. Tony Ke, owner of TJ Hibachi and Sushi, reports an astonishing fivefold increase in foot traffic at the mall's food court compared to previous years. "It's really getting better and better," he says.Beverly Bolton, owner of Fortune's Cookies, opened her first bakery inside Great Northern about a year ago. She describes her experience as an adventure that has exceeded her expectations. The local cookie shop has gained such popularity that other malls have approached her for potential locations. "We've had some other malls approach us," she mentioned.According to Placer.AI, which tracks retail foot traffic, shopping malls—whether traditional or open-air—are expected to see growth again in 2024 primarily due to the presence of restaurants and food concepts, which have increased by 7% since 2019.Yelp recently published a report highlighting the top mall brands; notably, 17 out of the top 25 are restaurant chains:- Cheesecake Factory at number 1- BJ's Restaurant and Brewhouse at number 4- Starbucks at number 6- Olive Garden at number 7- Panera at number 10- Chili's at number 21Additionally, emerging food trends like Filipino cuisine, vegan options, and bubble teas have surged by over 100% in popularity over the last five years.Michael Goldberg from Case Western Reserve University emphasizes how younger generations who predominantly engage online contribute significantly to this trend. “Many Americans, particularly younger Americans, are focused on experiences and nothing is better than sharing food with friends,” he explains. Social media influencers are especially influential as they create content around dining experiences that resonate with their followers.The TikTok generation has propelled many previously struggling brands back into prominence; for example, Chili's Triple Dipper has seen renewed interest driven by influencer videos. "The thought that Chili's is back and being driven by influencer videos on TikTok is quite fascinating... there is nostalgia for brands," notes Goldberg.Malls like Great Northern also foster community engagement through events such as holiday celebrations. Lori Weidleman from Auntie Anne’s reflects on this dynamic: “Ohio's doing really good. We're strong and beating our goals... It's multi-generational interest.”