Gastronomy Strategy at Lens Life Center: An Interview with Mert Kutlu
As gastronomy gains prominence in commercial projects, changing consumer habits, accessible pricing policies, the right brand mix, and sustainable business models are reshaping the sector's agenda. In this installment of Gastrolink's Gastronomy in Commercial Projects series, we met with Mert Kutlu, Board Member of Lens Life Center.
Through Lens Lifestyle Center, which has 65,000 m² of commercial space and where F&B accounts for a significant 80% share of the project, we discussed the changing role of gastronomy, the expectations of young visitors, the open-air and food hall approach, the rise of local brands, and the key issues the sector will face in the coming period.
"Brands that strike the right balance between price, performance, and taste create their own appeal."
The Strategic Role of Gastronomy
How does gastronomy play a role in the overall positioning of your project?
Many of Türkiye's leading corporate chains are located in Lens Lifestyle Center. These brands, renowned for their culinary delights, bring together guests from diverse cultures and tastes within the project thanks to their unique appeal.
Therefore, gastronomy plays a significant role in diversifying our visitor profile and creating the project's appeal.
How would you describe your project's gastronomic approach in three words?
Taste. Price. Performance.
For us, it's important that these three concepts work together. Especially considering our visitor profile, we believe that a good gastronomic experience should be accessible.
How do you think the role of gastronomy in shopping malls has evolved in recent years? Is gastronomy a supporting function or a key positioning element today?
With the increasing influence of social media, especially on young people, consumers are now following global gastronomic trends much more closely. They know which flavors are being presented to consumers with which concepts, and they are making more informed choices.
In this environment, brands that strike the right balance between price, performance, and taste stand out significantly and create their own appeal.
Brands also need to follow global trends in gastronomy. Therefore, I believe that gastronomy can no longer be considered merely a supporting function.
Food court or food hall? Which is a more sustainable system for gastronomy strategy in shopping malls?
We see that today's customer expectations are shifting towards more open and social spaces.
Open street-style retail, with food hall-like layouts featuring umbrella-covered seating areas, pergolas, and outdoor spaces, is becoming increasingly popular with both corporate brands and visitors.
People no longer just want to eat; they also want to spend time in spaces where they can socialize.
In your project, is gastronomy a reason for visitors to choose the shopping mall, or is it a tool that extends the duration of their visit?
A significant portion of our visitor base consists of guests under the age of 30.
Therefore, we can say that gastronomy becomes a direct choice when gastronomic diversity meets a good price-performance balance.
If you were designing your shopping mall from scratch today, would you increase the space allocated to gastronomy?
Today, we see that F&B spaces have greater potential for generating returns and attracting more visitors than other rentable commercial spaces.
While textiles and similar categories are using larger square footage, we are also observing a shift in consumer behavior in these areas towards online channels.
If we were to undergo a restructuring today, we might consider increasing the F&B share at Lens Life Center, which is currently at 80%.
Has your F&B (First-in, First-out) ratio changed in the last 3-5 years? If so, why?
Yes, it changed, and the shift was in favor of F&B.
For example, spaces previously occupied by tenants from the furniture sector are now occupied by cafe concepts. This is driven by people's increasing desire for socialization, as well as the proliferation of franchise brands and the desire of brands to position themselves within a strong mix of offerings.
"Visitors no longer just want to eat; they want to spend time in spaces where they can socialize."
Brand Mix & Anchor Approach
What categories do you think should definitely be included in a shopping mall's gastronomy mix? Can you share your top 3 must-have categories?
Coffee brands, chicken and fast food concepts, as well as brands working in the dessert and home delivery sectors.
I believe these categories are particularly important components of the gastronomic mix, especially in terms of accessibility, daily consumption, and frequency of visits.
Do you have an anchor restaurant approach? How would you define anchor?
We see the impact of the Anchor brand particularly in the coffee industry.
In addition, we can say that accessible gastronomy brands such as Happy Moon's, BigChefs, and HuQQabaz are also in high demand from customers.
Here, it's not just the size of the brand that matters, but also its ability to attract visitors to the project and generate consistent demand.
How is the rise of local brands affecting shopping mall designs? Are large chains still a safe haven, or should new brands be given a chance?
We give regional and local brands a chance and we are creating space for these brands at Lens Life Center.
A local brand can have a long lifespan if it meets expectations in terms of gastronomy and offers good value for money. However, it's necessary to properly evaluate the brand's structure from a commercial perspective. While local brands may sometimes offer better rental terms, payment problems can still occur.
Therefore, I believe that knowing the brand well is very important when making a choice.
How does the presence of Michelin-starred restaurants or chefs in shopping malls affect the positioning of a project? Are such investments sustainable?
It will certainly have a positive impact. However, the real question here is sustainability.
The current investment costs for shops and restaurants are quite high. Therefore, in addition to the prestige that such restaurants will bring to the project, it is necessary to consider how long-term the business can be.
"As consumer behavior changes, the role of F&B in commercial projects is also growing."
Change & the Future
What's the most surprising change you've seen in shopping mall gastronomy over the last three years?
The rapid increase in coffee brands and their increasingly rich gastronomic menus is noteworthy.
Today, many coffee brands are moving beyond being just places to consume coffee. Thanks to their expanding product ranges and high customer potential, they are beginning to function as restaurants as well.
What category do you think is missing in Istanbul shopping malls?
Accessible, on-the-go, delicious and affordable quality food.
I think this is precisely one of the areas that consumers are increasingly looking for.
Do you predict that F&B area ratios will increase or decrease in the next 5 years?
I predict it will increase.
We are seeing a decrease in the number of textile and electronics stores. Due to the need for large square footage and rising rental costs, a significant portion of these categories are shifting to online channels.
I believe this change will continue to increase the weight of space allocated to F&B in commercial projects.
"Accessible, fast, delicious, and affordable quality food is one of the areas consumers are increasingly seeking."
Overall Assessment
What do you think is the most important topic that needs to be discussed between the shopping mall and food and beverage (F&B) sectors?
Keeping shared overhead costs and revenue-based rents at affordable levels for businesses is one of the most important issues.
In addition, rising personnel costs and the difficulty in finding qualified staff in the sector are posing significant challenges for investors.
Would you like to participate in a closed-door roundtable discussion on this topic?
I'd be happy to sit at a table set up by Ms. Özge.
Gastronomy or retail? Which will be stronger in the future?
Affordable venues offering both gastronomy and opportunities for socializing.
I believe that accessible concepts that cater not only to consumers' food and beverage needs but also to their socialization expectations will become more prominent in the coming period.
What do you think will be the biggest turning point for the industry? What should we be discussing?
Rent, shared expenses, and staffing are among the most important issues facing the sector. In addition, the increase in food prices has a high potential to negatively impact businesses. I believe that when discussing the growth of gastronomy in the coming period, we should also discuss how this growth can be made economically sustainable.
General Information
Name Surname | Mert Kutlu |
His/Her job | Board Member |
Commercial Project Name | Lens Life Center |
City | Istanbul |
Total GLA | 65,000 m² |
F&B m² Ratio | 80% |
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