For non-food retailers, the addition of a café or restaurant boosts dwell time and can provide creative inspiration. We sum up the latest hybrid stores, Instagram-ready culinary hotspots, and concepts using food as design cues.
Besides encouraging customers to linger in a shop, the addition of a food offer directly entices experience-hungry young consumers. Global luxury food and drinks sales grew 6% in 2017 from 2016, reaching $120bn (Bain & Co, 2017).
- Instagrammable Breakfast at Tiffany’s: US jewellery brand Tiffany & Co. has opened a café in its New York flagship inspired by Breakfast at Tiffany’s, the classic 1960s movie starring Audrey Hepburn. The Blue Box Café serves classic American breakfasts and high tea. The space entices with Instagram-friendly décor, featuring leather banquettes, chairs, walls and plates all in turquoise. Located on the fourth floor, the café operates during regular store hours.
- Sweet Senses: French beauty brand L'Occitane en Provence’s latest sensory-focused flagship stores in Paris and London feature a patisserie. Overseen by French pastry chef Pierre Hermé, famous for his experimental flavour combinations, both stores sell macaroon collections referencing natural fragrance ingredients such as lavender. Each location also has a dessert bar showcasing live pastry-making demonstrations, as well as a colourful lounge area with ample seating.
For more on the power of brand extensions, see Retail’s Elastic Brands: Stretch & Diversify.