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THE NEW FOOD EXPERIENCE 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. klaus Striebich Managing Director Leasing ECE 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 their requirements and further improve our offer. Bringing the tenants during their planning phases and settles questions internationally renowned gastronomy expert Jonathan Doughty regarding the respective location, structural aspects, or tech- on board as ECE’s Global Head of Food Service further empha- nical challenges. For this process, we always try to see the sizes the position that gastronomy needs to hold, from ECE’s situation from the gastronomers’ perspective to understand perspective, in shopping centers today and in the future. 4 | 2017 ACROSS 1 ECE GASTRONOMY SPECIAL “foodtopia”: a neW approaCh to eMotion, exCiteMent, entertainMent renowned gastronomy expert Jonathan doughty has been global head of foodservice GastronoMy in shoppinG Centers 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. 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 ACROSS: COngRAtulAtIOnS On yOuR new pROfeSSIOnAl cooking and spicy and subtle fl avours make them my favourites. ChAllenge! Welcome to “Foodtopia”! Frankfurt’s inhabitants perfectly into MyZeil’s outstanding architectural jOnAhtAn dOughty: Thank you. I am extremely happy to be “on ACROSS: SpeAkIng Of fOOdtOpIA And fOOdSky—whAt and guests are already looking forward to this new concept. The roof terrace is also breathtaking, with board” at ECE. All my colleagues here are aware of how important dIStInguISheS theSe twO f&b deStInAtIOnS? and spectacular food and entertainment destina- its unique view of the Frankfurt skyline. The shop- food and beverage (F&B) is in the success of shopping centers, now dOughty: In my opinion, both are making great places for people tion in the middle of the metropolis near Germa- ping center’s distinctive location, surrounded by and in the future. to enjoy with each other. FoodSky perfectly refl ects the gastronom- ny’s Main River. “Foodtopia” opens in Spring 2019 offi ces and hotels directly on the Zeil, Frankfurt’s ic evolution at ECE. Its innovative approach in design and tenant mix on the fourth fl oor of MyZeil. It is not just another most attractive shopping mile, and its good trans- ACROSS: tO meet the ChAllenge, yOu hAve develOped create the “3E’s”. ECE is also breaking new ground with Foodtopia. food place, but a concept unique among shopping port connections ensure consistently high custom- the “3 e’S.” whAt ARe they? Both these F&B destinations feed guests’ emotions and guarantee centers. The new “place to be” offers a wide range er frequency. “Foodtopia” has allowed ECE’s dOughty: First, I’d just like to say that I always speak of “guests” them excitement and entertainment, not just food. of different international and regional food and food specialists to create a vision of outstanding and not “customers.” If we treat them right, “guests” are willing to beverage concepts in seven different dining areas. gastronomy in shopping centers both for them- spend a lot of money on F&B in a mall. In general, it isn’t diffi cult to ACROSS: fROm gueStS tO tenAntS: why ChOOSe eCe From a café-bar to high-quality lunch concepts in selves and their customers. get a good meal now in a shopping center. However, in my view, the CenteRS? the fast-casual area, to casual dining concepts and “3 E’s” are often missing and guests do not enjoy an “experience”; dOughty: We love food at ECE, that’s why. Tenants will fi nd food, cool bars, “Foodtopia” leaves no culinary desire they simply eat and may not return. At ECE we need to arouse Emo- leasing, and technical professionals who speak their “gastro” lan- unfulfi lled. tions and provide Excitement and Entertainment. guage and want to help. The whole foodservice team at ECE knows that it’s about much more than simply providing space. This means Diversity, quality, and the latest food trends are all ACROSS: whAt dOeS thIS meAn In ReAlIty In yOuR dAIly tenants have the opportunity to perfect and develop their business part of “Foodtopia’s” standard program. “We have wORk? models in ECE centers and evolve with us. It’s a passion. Five Guys, the American premium-burger chain, is completely reinterpreted the atmosphere of a mar- coming to Germany and is opening one of its fi rst dOughty: I use it as a checklist. For every project that we as a De- ket hall, with its diversity of options and sensations. restaurants–and the fi rst one in a German shopping veloper look at, we must ask ourselves: What emotion does it create ACROSS: whAt SuRpRISeS yOu the mOSt AfteR 25 yeARS We want to appeal to all of our guests’ senses: with center–in December at Limbecker Platz Essen. The with our guests? What inspires them? How do we best entertain concept offers hand-made burgers and fries, freshly In the f&b buSIneSS? green walls, a casual urban design, and a full range prepared and of the highest levels of quality and them? This is the challenge we face every day. Tenants have the same dOughty: My biggest question still is why jobs and careers in the of ways to enjoy oneself—from live cooking shows, freshness, in over 250,000 possible combinations. challenge and businesses like Vapiano work hard with each new foodservice industry are somehow considered to not be “good” to fi ne-dining concepts, to a cool bar in the eve- “The collaboration with ECE is an important opening to meet the “3E’s.” Excitement is really important. enough or “real.” I have met some of the most talented and gifted ning,” Marc Blum, Director Creative Design at ECE, step for our expansion into Germany. It means people in the world in our industry and it is still the biggest curiosity explains “Foodtopia’s” goal. More than 15 different, that we have a strong partner on our side who ACROSS: whAt new entRAntS fulfIll theSe RequIRe- why other people don’t see it as a great career. This is changing, but manages over 200 shopping centers. The high-quality concepts will provide gastronomic mentS In geRmAny? very slowly. In the UK at the moment, being a “chef” is now popular, restaurant’s location is one of the decisive choice, excitement and entertainment. factors for us. We put a lot of emphasis on dOughty: The burger concept Five Guys, which we will welcome in but being in foodservice is still seen as a job you only do if you can’t being represented at locations where our Limbecker Platz in Essen, and the whole Foodtopia project at MyZeil do anything else! The stylish design, including urban-gardening and target group likes to be and spends its time.” in Frankfurt both do. Ben Green is exciting and I also fi nd Friends & vintage-industry elements, gives “Foodtopia” its Jörg Gilcher, Head of Germany, Five Guys Brgrs entertaining. The brand is opening at FoodSky in Europa Pas- unique and lively atmosphere and allows it to fi t sage in Hamburg. 2 ACROSS 4 | 2 017 4 | 2017 ACROSS 3 ECE GASTRONOMY SPECIAL “foodsKy”: an entire floor Milaneo: neW Quarter With BeCoMes a Culinary hot spot a tasteful exterior 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 A 3,000-sq-m floor entirely dedicated to gastron- restaurant in a German ECE center. The name omy: this vision was realized with the opening of “FoodSky” says it all: Besides its high quality of “FoodSky” at Hamburg’s Europa Passage. ECE stay, its guests will enjoy a lot of daylight, which scores with this project–the biggest continuous shines through the spectacular end-to-end glass Three buildings with shopping, gastronomy, office, located. Tenants here include the Asian concept gastronomy area in the center of the Hanseatic roof. Bon appetit! hotel, and residential areas, between which lively GinYuu, the burger specialist Hans im Glück, and squares and alleys invite visitors to stroll and linger: Starbucks—all with extended opening hours.

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