Gastronomy Strategy at Emaar Square Mall / The Changing Role of Gastronomy with İrem Çakmakcı
The Strategic Role of Gastronomy
How does gastronomy play a role in the overall positioning of your project?
Gastronomy is not just a complementary element of the project; it is one of the main components that drives visitor traffic, enhances the experience, and supports brand positioning. Especially in today's increasingly competitive environment, a strong gastronomic concept has become one of the most important factors differentiating the project.
How would you describe your gastronomic approach in three words?
Experience-oriented, selective, and balanced.
These three concepts shape our entire gastronomy strategy, from brand selection to space planning.
How do you think the role of gastronomy in commercial projects has evolved in recent years? Is gastronomy a support function or a key positioning element today?
In recent years, gastronomy has evolved from the classic food court concept to an experience and destination-focused structure. It is no longer just a supporting function, but has become one of the main positioning elements of a project.
People are now visiting projects not only to shop, but also to socialize, spend time, and have new experiences.
Food court or food hall? Which is a more sustainable system?
Both models have advantages depending on the target audience. However, in the long run, I believe the food hall concept is more sustainable because it offers a more experiential and differentiated structure.
However, in well-designed projects, the combination of both models can also produce powerful results.
In your project, is gastronomy a reason for visitors to choose your destination, or a tool to extend the length of their visit?
He takes on both roles.
With the right brand mix, gastronomy becomes a strong attraction for visitors while also becoming a significant tool for increasing their time spent at the project.
If you were designing your project from scratch today, would you increase the space allocated to gastronomy?
Yes, I would increase them. Planning larger spaces, especially for open areas, terraces, and experience-oriented restaurant concepts, has become important. Visitors now expect not just to eat, but to experience gastronomy as a whole.
Has your F&B (Food & Beverage) area ratio changed in the last 3-5 years?
In line with the general trend, the percentage of F&B (Food and Beverage) space is on the rise.
The main reason for this is that visitors' expectations for experience and socialization are getting stronger every year.
Brand Mix & Anchor Approach
What categories do you think are absolutely essential in a gastronomic concept?
Quick-service restaurants (QSR), casual dining brands, and coffee & dessert concepts are among the must-have categories.
These three categories play a crucial role in creating a balanced structure that can cater to different visitor profiles and different times of the day.
Do you have an anchor restaurant approach? How would you define anchor?
Yes, we have an anchor restaurant approach. Anchor restaurants are strong brands with high brand recognition, capable of attracting visitors on their own and increasing traffic to their location. We also consider them important players that contribute to the gastronomic identity of the project.
How does the rise of local brands affect project designs?
The rise of local brands adds differentiation and originality to projects.
While large chains still offer a safe environment, I believe that new and powerful concepts should also be accommodated in a controlled manner. This balance provides visitors with a richer and more discovery-oriented experience.
How does the involvement of Michelin-starred restaurants or chefs in projects affect positioning?
Such investments bring prestige and a strong image to the project.
However, from a sustainability perspective, it needs to be supported by the right location, the right target audience, and the right pricing strategy. Otherwise, achieving long-term success may be difficult.
Change & the Future
What's the most surprising change you've seen in the gastronomy sector over the last three years?
The rapid rise of experience-oriented concepts and social spaces has been one of the most striking changes. Visitors now want to buy experiences, not just products.
What category do you think is lacking in Istanbul?
I believe that more original, boutique, and experience-oriented gastronomy concepts are still limited.
I believe that brands with a specific story and character, in particular, should be given more space.
How do you foresee F&B area ratios changing over the next five years?
I think it will continue to increase.
However, it's important to talk not only about the size in square meters, but also about the quality of the experience and the variety of concepts.
Overall Assessment
What do you think is the most important topic to discuss between project management and F&B brands?
Sustainable lease models and revenue-based collaborations should be among the top agenda items.
For long-term success, it is necessary to develop more flexible and mutually value-creating models between project management companies and brands.
Gastronomy or retail? Which will be stronger in the future?
Gastronomy will come to the forefront even more thanks to its strength on the experiential side.
However, a balanced approach, alongside retail, will always be necessary. Successful projects in the future will be those that bring these two elements together correctly.
What do you think will be the biggest turning point for the industry?
Adaptation to the experience economy and digitalization will be the most important turning points for the sector.
In the coming period, projects that can accurately read visitor expectations and adapt to this transformation will stand out.
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