For years, food and beverage sat in retail’s supporting cast. Today, it has moved centre stage.
Across markets, F&B is no longer just an amenity, it's an anchor. It's the reason people arrive, the reason they stay and, increasingly, the reason they return.
In prime districts from Los Angeles to Madrid, food is becoming one of the clearest drivers of footfall, dwell time and atmosphere. But its power goes beyond the plate. Food is now a form of cultural exploration. A meal, drink or dessert can transport consumers to Seoul, Tokyo, Bangkok or Mexico City without leaving their own neighbourhood.
That curiosity matters. In a more connected world, consumers are using food to experience culture in a way that feels immediate, social and accessible. They may discover a Korean dessert on TikTok, try a matcha concept at the mall, queue for a chef-led taco counter or book a table at a food hall because it feels like a shortcut to somewhere else. Food is making the world feel more borderless, while still giving people the comfort of staying close to home.
It is also highly visual. In today’s retail environment, “Instagrammability” is not a superficial add-on. It is part of the commercial engine. The best F&B concepts are designed to be photographed, shared and remembered. Interiors, packaging, plating, lighting and atmosphere all matter because the store, café or restaurant is now also a media channel.
The rise of the food hall is one of the clearest expressions of this shift. Europe has seen a 50% increase since 2017, with destinations like Time Out Market Barcelona and Galería Canalejas in Madrid proving that food can be a cultural reference point as much as a retail format. These are not traditional food courts. They are curated destinations built around quality, local identity, theatre and choice.
The rise of the food hall is one of the clearest expressions of this shift. Europe has seen a 50% increase since 2017, with destinations like Time Out Market Barcelona and Galería Canalejas in Madrid proving that food can be a cultural reference point as much as a retail format. These are not traditional food courts. They are curated destinations built around quality, local identity, theatre and choice.
That social connection is especially important for Gen Z. This is a generation that lives online, but still wants places to gather in person. They are coming back to malls not just to shop, but to eat, meet, post, discover and spend time together. For them, physical retail is less about errands and more about experience.
That is why food is helping malls become something more valuable: a third place. Not just where people shop, but where they live, work, play and eat. The strongest retail destinations are becoming community platforms, with F&B acting as the heartbeat that keeps them active throughout the day.
For landlords and investors, the implications are clear. F&B is no longer a secondary line in the leasing plan. It is a strategic lever, activating space, extending dwell time and strengthening the performance of adjacent tenants.
The opportunity now is not simply to add more food, but to curate it better. Healthier options, chef-led concepts, local operators, global flavours, café culture, late-night dining, social formats and experience-driven interiors all have a role to play.
Food is recreating spaces. Spaces are building community. And community is what gives retail places their energy, culture and staying power.
Food is not just filling space, it is creating momentum.
As food and beverage becomes a more powerful driver of traffic, dwell time and destination appeal, the real estate question is no longer whether it belongs in the mix, but how strategically it is curated. Our global retail team is helping brands, landlords and investors rethink the role of food in creating stronger retail places, get in touch to start the conversation.
