You’ve been at the mall all morning, you’re walking through rivers of people, you feel a little like a pack mule carrying all those shopping bags around, and the only thing you’re looking forward to is to sit down, relax and enjoy a tasty meal. So you traverse the entire building, your sore feet are screaming and you swear that you will lose it if one more person so much as brushes your shoulder – but the only thing that’s available for you to quell your hunger is a food court. It’s not very appealing but it is what it is. The lines seem to go on forever at every store, and honestly, if they weren’t your only options, you would never think of eating there. The constant background noise (product of a poorly distributed, very large space) is slightly annoying and you’re losing hope of ever finding an empty table.
The saga continues: you finally find a corner table right next to the entrance to the bathrooms. It’s a typical food court table: sticky, littered with food and the occasional soiled napkin; and of course, there’s nowhere for you to set down your shopping bags without them being a tripping hazard. Your very reasonable hopes of relaxing, eating and enjoying the rest of your day have just been dashed. Because food courts are not user-friendly places, what they offer is a mediocre way to fill a need, filling your belly, without any regard to detail or consumer experience.
Food courts don’t work on many levels. For starters, the food offering is always the same and, generally speaking, what they serve is often grossly packed with cholesterol, artificial preservatives and future belly fat. They do not foster the art of good eating. Foodies, as we have said before, relish and appreciate good food during consumption opportunities, and they want quality products with stories to go with them.
Furthermore, the monotony of food courts, to which people reluctantly go to and then only do so to get some food, no longer works with our dear and very choosy foodies. They demand variety and creativity so they can pick the experience they want to have on each occasion. In order to do this, we must play with space distribution. Nobody likes getting to a massive space and be treated like cattle.
At Mero Mole we believe that featuring varying heights, spaces with similar cuisines, different types of tables (it’s not the same eating with 10 friends than with toddlers) and having some kind of entertainment within the different zones, promotes consumers building their own experience; one that can be renewed time and time again. That’s why Foodie Markets® are the new Black: they let foodies swim like fish in the sea, identify with the different options and let the place suit even their most sophisticated tastes. Fast food seems to go against everything that the consumer wants, which is why we desperately need to start mixing things up the Mero Mole way.
By: Mero Mole.