Unibail-Rodamco-Westfield signed up more than 50 new occupiers across its two London sites in 2021, with almost half (23) in the hospitality and competitive dating sectors, with several set to launch at Westfield London and Westfield Stratford City in the coming months. .
At Westfield London, Salt Yard Charcuterie and Tapas will open in the first quarter. The second quarter will see the opening of Sixes Cricket, the world’s first social entertainment cricket concept, and City Bouldering, featuring state-of-the-art bouldering walls, an escape room, cafe and shop – two examples of the growing competitive dating subcategory. .
At Westfield Stratford City, Ghara-Indian street food and fresh kebab concept, BabaBoom, will open this quarter. In addition, The Bat & Ball, a ping pong and drinks and dining concept, has signed a permanent lease for its unit on The Street.
Kate Orwin, Head of Leasing for Westfield UK and Italy, said: “It’s really encouraging to see the British restaurant industry fighting back after a couple of challenging years and seeing such exciting brands opening up in our centres. We believe there is real pent-up demand among consumers, further encouraged by the recent relaxation of covid rules, and they now want to take the opportunity to connect with friends and family over a few drinks or dinner.
“One of the most important trends in 2021 was the growth of the innovative fast food category. Brands such as Thunderbird Chicken, Neat Burger and Popeyes are taking what is traditionally considered fast food to a new culinary level, while still offering the convenience and affordability that consumers love and expect. This trend shows no signs of abating during 2022, with Ghara Indian street food and BabaBoom kebab opening in the coming months.
Commenting on the contribution of hospitality to such positive growth, Kate Nicholls, chief executive of UKHospitality, said: “It is incredibly positive to see such exciting and innovative brands investing in new physical premises in London, with several UK first concepts set to launch at Westfield London and Westfield Stratford City. It has been an unprecedentedly challenging time for the hospitality industry as a whole, but we have seen past economic downturns on the basis that hospitality has the potential to outpace economic growth and catalyze a broader recovery as consumers continue to value the opportunity to socialize together.
The new deals add to Westfield London and Westfield Stratford City owner URW’s successful 12-month lettings, which has seen year-on-year growth in F&B and Entertainment tenants across the group’s European hubs, consistent with strong consumer demand for experiences.
Across Europe, several important agreements have been signed in these areas, such as Gamestate (an arcade concept) at Westfield CentrO, Youseum at Westfield Mall in Holland, Five Guys at Westfield La Part-Dieu and a multi-site agreement with Lobsta at Westfield. Les 4 Temps, Westfield Forum des Halles and Westfield Vélizy 2.
In the UK, other major hotel brands that have invested in Westfield London and Westfield Stratford City in the past 12 months include Big Easy, a 250-seat steak, lobster and seafood restaurant, Lokma, a Turkish restaurant and shisha bar, a UK restaurant. the first Popeyes Louisiana Fried Chicken and the Lewis Hamilton-backed plant-based fast food brand, Neat Burger.
Competitive dating comes to the fore
“Competitive Socializing” has been a growing sub-category in the hospitality industry as customers look to combine the quality food and drink they enjoy at a typical night out, with everything from cricket and miniature golf to baseball and beer pong. This category has seen significant growth and is another example of Westfield centers as experiential lifestyle destinations, be it retail or dining and entertainment. URW’s own How We Shop research shows that 59% of consumers expect more than half of retail space to be dedicated to experiences rather than products by 2025, while 81% of customers worldwide are willing to pay more for innovative retail experiences.
Other upcoming new openings include Kingsley Heath, the South African fashion brand’s first store in the UK, and the recently announced 11,000 sq ft Hamleys flagship store – both at Westfield London – and Sleep 8 at Westfield Stratford City. In addition, around 125 leases were agreed to be renewed in 2021, as retailers and dining and leisure concepts continue to choose the number one and number two destinations in the UK.
