THE NEW FOOD EXPERIENCE - ECE
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THE NEW FOOD EXPERIENCE
ECE GASTRONOMY SPECIAL
“Foodtopia”: A new approach to
gastronomy in shopping centers
Welcome to “Foodtopia”! Frankfurt’s inhabitants perfectly into MyZeil’s outstanding architectural
and guests are already looking forward to this new concept. The roof terrace is also breathtaking, with
and spectacular food and entertainment destina- its unique view of the Frankfurt skyline. The shop-
tion in the middle of the metropolis near Germa- ping center’s distinctive location, surrounded by
ny’s Main River. “Foodtopia” opens in Spring 2019 offices and hotels directly on the Zeil, Frankfurt’s
on the fourth floor of MyZeil. It is not just another most attractive shopping mile, and its good trans-
food place, but a concept unique among shopping port connections ensure consistently high custom-
centers. The new “place to be” offers a wide range er frequency. “Foodtopia” has allowed ECE’s
of different international and regional food and food specialists to create a vision of outstanding
beverage concepts in seven different dining areas. gastronomy in shopping centers both for them-
From a café-bar to high-quality lunch concepts in selves and their customers.
the fast-casual area, to casual dining concepts and
cool bars, “Foodtopia” leaves no culinary desire
unfulfilled.
Diversity, quality, and the latest food trends are all
part of “Foodtopia’s” standard program. “We have
Five Guys, the American premium-burger chain, is
completely reinterpreted the atmosphere of a mar- coming to Germany and is opening one of its first
ket hall, with its diversity of options and sensations. restaurants–and the first one in a German shopping
center–in December at Limbecker Platz Essen. The
We want to appeal to all of our guests’ senses: with concept offers hand-made burgers and fries, freshly
green walls, a casual urban design, and a full range prepared and of the highest levels of quality and
of ways to enjoy oneself—from live cooking shows, freshness, in over 250,000 possible combinations.
to fine-dining concepts, to a cool bar in the eve- “The collaboration with ECE is an important
ning,” Marc Blum, Director Creative Design at ECE, step for our expansion into Germany. It means
explains “Foodtopia’s” goal. More than 15 different, that we have a strong partner on our side who
manages over 200 shopping centers. The
high-quality concepts will provide gastronomic
restaurant’s location is one of the decisive
choice, excitement and entertainment. factors for us. We put a lot of emphasis on
being represented at locations where our
The stylish design, including urban-gardening and target group likes to be and spends its time.”
vintage-industry elements, gives “Foodtopia” its Jörg Gilcher, Head of Germany, Five Guys
unique and lively atmosphere and allows it to fit
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Emotion, Excitement, Entertainment
Renowned 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.
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 flavours make them my favourites.
challenge!
JONAHTAN DOUGHTY: Thank you. I am extremely happy to be “on ACROSS: Speaking of Foodtopia and FoodSky—what
board” at ECE. All my colleagues here are aware of how important distinguishes these two F&B destinations?
food and beverage (F&B) is in the success of shopping centers, now DOUGHTY: In my opinion, both are making great places for people
and in the future. to enjoy with each other. FoodSky perfectly reflects the gastronom-
ic evolution at ECE. Its innovative approach in design and tenant mix
ACROSS: To meet the challenge, you have developed create the “3E’s”. ECE is also breaking new ground with Foodtopia.
the “3 E’s.” What are they? Both these F&B destinations feed guests’ emotions and guarantee
DOUGHTY: First, I’d just like to say that I always speak of “guests” them excitement and entertainment, not just food.
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 difficult to ACROSS: From guests to tenants: Why choose ECE
get a good meal now in a shopping center. However, in my view, the centers?
“3 E’s” are often missing and guests do not enjoy an “experience”; DOUGHTY: We love food at ECE, that’s why. Tenants will find food,
they simply eat and may not return. At ECE we need to arouse Emo- leasing, and technical professionals who speak their “gastro” lan-
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
ACROSS: What does this mean in reality in your daily tenants have the opportunity to perfect and develop their business
work? models in ECE centers and evolve with us. It’s a passion.
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 ACROSS: What surprises you the most after 25 years
with our guests? What inspires them? How do we best entertain in the F&B business?
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
challenge and businesses like Vapiano work hard with each new foodservice industry are somehow considered to not be “good”
opening to meet the “3E’s.” Excitement is really important. 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
ACROSS: What new entrants fulfill these require- why other people don’t see it as a great career. This is changing, but
ments in Germany? very slowly. In the UK at the moment, being a “chef” is now popular,
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
Limbecker Platz in Essen, and the whole Foodtopia project at MyZeil do anything else!
in Frankfurt both do. Ben Green is exciting and I also find Friends &
Brgrs entertaining. The brand is opening at FoodSky in Europa Pas-
sage in Hamburg.
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ECE GASTRONOMY SPECIAL
“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
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
gastronomy area in the center of the Hanseatic roof. Bon appetit!
“We understand the needs of tenants”
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
ACROSS: In what way have eating neighbors for these concepts and
behaviors of customers in shopping which do not?
centers changed? 10 years ago, it SchuSSmann: In most cases, we create clusters
was still unthinkable to deliberately of foodservice concepts, of course. Some types
visit a mall to eat there. of gastronomy, however, are a good fit for other
Stefan SchuSSmann: The changes are industries as well. For example, we like to posi-
extreme. Restaurants used to be considered a tion a café close to fashion stores, or restaurants
necessary evil. It was considered difficult and an in the vicinity of entertainment areas or cinemas.
additional expense due to the costly technology
involved. Today, according to an ECE customer ACROSS: Why should food tenants
survey, 40% of all customers take the centers’ choose to work with ECE instead of
culinary offers into account when they decide its competitors?
which mall they want to visit. This is why we al- SchuSSmann: ECE has a lot of experience in
ways strive to bring new, innovative concepts to the gastronomy sector. We operate over 20 food-
our centers. courts in Germany–more than anybody else. We
have key account specialists who work exclusively
ACROSS: In your opinion, which of the current concepts are in the gastronomy sector and can provide the
particularly innovative? perfect place for any tenant. We understand the
SchuSSmann: I find Marché Mövenpick's live and front-cooking concepts very needs of tenants. Last but not least, we have over
exciting. They will open in our new center Loom in Bielefeld this autumn. 100 top locations in Germany.
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Milaneo: New Quarter with
a Tasteful Exterior
Three buildings with shopping, gastronomy, office, located. Tenants here include the Asian concept
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. The
This is Milaneo, a completely new city quarter built gastronomic focus of the center’s 30 concepts
near Stuttgart’s main station and within walking and around 1,000 seats is on fast casual and fast
distance of the city center. Its gastronomy provid- food. Of course, this should not distract from the
ers benefit in no small way from its high-frequency rest of this outstanding mall: Milaneo was hon-
location and the attractive exteriors on Mailänder ored in 2015 at MAPIC in Cannes as “the Best
Platz, where Stuttgart’s modern Central Library is New Shopping Center.”
“An ALL-DAY-LONG food experience”
Why “FoodSky” is particularly dear to the heart of architect Maria Navarro,
ECE’s Head of Creative Design.
ACROSS: Which of ECE’s food projects NAVARRO: We keep the framework conditions for the
are your personal favorites from design of rental areas and shop fronts flexible to ensure
an architectural point of view? that reletting is as simple as possible and the new ten-
MARIA NAVARRO: “FoodSky” at Hamburg’s Euro- ant can present himself with his own corporate identity.
pa Passage is definitely one of them. The glass roof However, using existing materials in a new context–like
is particularly impressive. It floods the entire ellipti- old glass bottles for wall elements–is the really exciting
cal seating area with light and therefore ensures challenge. The keyword is “upcycling.”
increased quality of stay and comfort. The floor is
divided into four areas, and each of them includes ACROSS: One more question regarding sustainability: What are the
typical elements of different European capitals. most important factors when it comes TO the refurbishment of
existing foodcourts?
ACROSS: WHAT sustainability measures NAVARRO: Refurbishment is a top priority for ECE. The design of gastronomy areas must
has ECE implemented with the architec- be updated in a way that appeals to all customer categories and, at the same time,
tural design of its gastronomy areas? distinguishes itself from the designs of our competitors.
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ECE GASTRONOMY SPECIAL
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.
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 eters. We try to be as flexible as possible in this regard and usually
meet them. include some reserve capacity. We thus give ourselves and our
tenants the opportunity to react quickly to changes, such as when
ACROSS: What sort of requirements do the tenants shop surfaces are combined or concepts changed or extended.
have?
Meyer-Herms: On the one hand, they are concerned with the area ACROSS: Do you sometimes come across unusual ten-
and its design. We have several counters in each food court arranged ant requests?
around a common seating area. Among other things, we have to clar- Meyer-Herms: A small (30-sq-m) gastro-counter once demanded a
ify how large a counter must be and how individually the tenant can grease exhaust volume of 6,000 to 7,000 cubic meters per hour. That
present itself. On the other hand, tenants are concerned about tech- is simply impossible. The chef wouldn’t be able to hold on to the stove
nical issues. Foodservice of course needs a greater supply of fresh air, due to the massive airflow!
stronger electrical connections, and grease separators. Ventilation,
electric, and grease waste water are thus parameters of interest. What ACROSS: Many futurists long for the invention of
is possible at the respective location must first be clarified. teleportation. What invention would make your
job light years easier?
ACROSS: Do these requirements vary according to Meyer-Herms: A “building scanner” that would allow me to view a
the gastronomic concept? center or a rental area, akin to Google Earth. It would allow me to view
Meyer-Herms: Yes, they depend on what food is prepared and what the building constructions—walls, ceilings etc.—and technical installa-
equipment is needed. This determines the required technical param- tions like ventilation ducts and electrical cables. What a dream!
The Finnish fresh-casual-burger concept Friends & Brgrs celebrated the
opening of its first store in Germany in September at “FoodSky” in The classic food-truck concept Vincent Vegan has opened its first brick-and-
Hamburg’s Europa Passage. ECE facilitated the launch of the sixth mortar restaurant at “FoodSky” in Hamburg’s Europa Passage. The concept
restaurant based on this concept. It focuses on fresh ingredients from is based on the savory enjoyment of popular fast food dishes–prepared with
their own production sites and plans to expand further across Europe. purely vegetable ingredients and served with a certain dash of smoothness
and a lot of love.
“We opened our first store in Germany in an ECE center because
we want to be where people are. After all, eating great food is “We have chosen a location in a center because we are convinced
an important part of a shopping day for a growing segment of that a concept like ours is ready for attractive, highly frequented
people.” locations.”
Peter Fagerholm, CEO & Co-founder, Friends & Brgrs Christian Kuper, Founder & CEO, Vincent Vegan
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Skyline Plaza: Spectacular
Gastro Experience in the
Roof Garden
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 offices 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 first floor. Nearby residents of Skyline Garden among its diverse plant life.
course also enjoy the mall’s culinary offerings. Alternatively, they can try a round of table ten-
Afterwards, they can enjoy a digestive stroll nis or boules, before going back to shopping in
through the extensive network of paths in the one of the center’s 170 shops.
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ECE GASTRONOMY SPECIAL
Adigeo: Culinary Variety
with Northern Italian Flair
ECE’s first own development in Italy: Adigeo in ple, chose Adigeo as the location for its first
Verona has been setting new shopping stan- store: Bauli Caffè. The Baccanale restaurant
dards in the arena city since March. The timeless serves high-quality antipasti and fine wines from
design vocabulary is inspired by modern Italian the region. Dispensa Emilia and Trattoria Il Podio
architecture and offers numerous, spectacular, indulge guests with hearty pasta and fish dishes.
double-story shop facades. It also defines the The 360-seat food court and the generous
restaurant area on the upper floor—a meeting layout of the exterior terraces create a relaxing,
point and the heart of the center. Adigeo has a feel-good atmosphere with color plays and care-
wide range of different gastronomy concepts fully accentuated material selections. Different
from international and regional suppliers. North- seating and lounge areas add to the Adigeo
ern Italian cuisine, with espresso and gelato (in- experience. Altogether, the center in Verona has
cluding Dolce Vita), stands above all else. The 21 restaurants and cafés that are ideally suited
large-scale Italian confectioner Bauli, for exam- to the mall’s architectural concept and design.
The restaurant area is open until 11 PM.
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.
Contact
The first restaurant at ECE opens in autumn at the new Loom in Bielefeld.
ece Projektmanagement
“The collaboration with ECE is of strategic importance for us. With a strong partner, G.m.b.H. & Co. KG
we hope that we can successfully reach our customers and make good business.” Heegbarg 30, D-22391 Hamburg, Germany
Lothar Menge, Business Unit Manager City Concepts, Marché International Phone: +49 40 60606 - 0
Fax: +49 40 60606 - 6230
Email: press@ece.com
www.ece.com
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