This Is The Real Reason Why Food Courts Are Always Made On The Top Floor Of Malls

Illustration of why the food court is on the top floor of the mall (freepic)

YOGYAKARTA - Why is the food court on the mall's top floor? This question often arises in our minds when we are hungry to attack. The answer involves a clever trick designed to change your shopping habits.

You may think this is just a matter of space or view. However, there is actually a much deeper psychological and economic strategy behind the placement of this dining area.

Actually, there is a psychological and economic strategy that is much deeper behind the placement of this dining area. This is not a coincidence, but a clever tactic known as the Anchor Tenant Strategy.

Ray Camillo, Founder and CEO, Blue Orbit Restaurant Consulting, was approved by VOI through its official website revealing the secret of tenant arrangement at an unknown mall.

Food court is one of the main destinations (anchor tenants) that must be visited by every buyer. Mall developers use it as a tool to forcibly regulate the flow of visitor traffic flow.

When we are hungry, are we willing to walk all the way up? Well, that's the point! You have to pass all the floors and other shops, either going up to food, or when you come down after eating.

The goal is clear, namely forcing eye exposure (eye-level exposure) on as many retail stores as possible in all buildings.

The placement of food courts on the upper floor is closely related to the role and nature of the functional. Unlike the modern food hall concept which is a unique lifestyle hub and destination, the food court mall is a pure "feeding pit stop" that is not inspiring and designed to serve one goal, namely supporting shopping activities.

According to retail experts, the main location on the ground floor (Ground Floor) is for tenants who produce the highest rental margin (such as luxury stores or specialty stores).

Meanwhile, food courts, which are generally filled with food that already have certain standards, have a lower rental margin. Therefore, this communal area should ideally be placed on the top floor to optimize land with a high rental value.

In essence, food in the food court is intended to detain buyers from leaving the mall while hungry. They are not designed to be the destination of the trip itself, but as a quick resting place so that buyers can immediately return to shopping.

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After struggling to rise, psychologically visitors will tend to apply the principle of reciprocity. We feel we have to buy something (food or drink) as a reward for the business that has been issued. Well, this strategy manages to make you feel in debt to yourself.

In addition to psychological strategies, there are logistical benefits that also support this placement, including:

Placing kitchens and food courts on the top floor makes it easier for smoke management, odors, and ventilation systems not to spread to shopping areas downstairs, while keeping shopping comfortable.

Since food courts tend to be designed functionally (not highlighting historical aesthetics such as food hall), their placement on the top floor does not reduce the overall mall's visual appeal.

The decision why the food court is on the top floor of the mall is not trivial, but rather the results of architectural calculations and mature marketing strategies. Food court is an effective tool for imposing traffic flow for the benefit of other tenants.

With its concept containing the national fast food chain, the food court can function perfectly as a functional complement aimed at detaining buyers from staying in the mall.

Thus, the decision why the food court on the mall's top floor is a smart strategy to force traffic flow and support shopping. So, if you're riding an escalator to food, remember that you're participating in one of the oldest retail tricks in the world!