Food Court: Increase sales and simplify management with digital technology
21 October 2024
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In just a few years, food courts have become a must. Combining a variety of cuisines, a unique atmosphere and a multitude of events, they are attracting more and more customers every day, while winning over a growing number of restaurateurs and investors.
But behind the scenes of these shared spaces, management can quickly become a headache: multiple orders, complex payments, coordination between banners, communication...
Fortunately, digital technology is here to make your life easier (and increase your sales!).
New technologies offer a host of solutions for streamlining operations, boosting customer loyalty, and making the customer experience as pleasant as possible.
Whether you're looking for a way to reduce queues, centralize payments or increase customer loyalty, we've got the tools you'll need in 2025.
Want to simplify your management while boosting your sales? We'll show you how!
Food Courts: major developments and trends for 2025
In France, food courts have gained in popularity in recent years.
Ten years ago, they could be counted on the fingers of one hand, concentrated mainly in Paris. But in 2024, there are now around fifty spread across the country, with some twenty new projects in the pipeline between now and 2025.
These 2.0 catering spaces are the perfect answer to today's consumer expectations: diversity, speed and conviviality.
A model in full expansion
Even the pandemic hasn't slowed the growth of food courts. They continue to seduce with their varied offerings: dishes from the four corners of the world, friendly atmospheres and continuous, no-reservations service. In 2024, 15 new food courts were opened, including one in Montparnasse, a large-scale project that illustrates the growing popularity of this concept.
Their success is based on key elements such as well-thought-out layout, efficient service optionsThe company's ability to capture the flow of workers in the surrounding area, not to mention the presence of major brands that draw in the crowds.
A boon for restaurateurs and investors
Food courts don't just appeal to gourmets. Restaurateurs and investors are also delighted. Often set up in atypical locations such as former market halls or industrial wastelands, these spaces, which combine catering and festive events, generate a high level of traffic while remaining profitable.
At a time when shopping malls are struggling to attract people since the crisis, Halles Gourmandes are breathing new life into these spaces.
Immersive experiences
Inspired by iconic locations such as the Time Out Market or the Chelsea Market of New York, these spaces have become much more than places to eat: they are destinations in their own right. Customers come to have a good time, explore new flavors, and enjoy culinary entertainment.
All in all, a real playground for lovers of good food and a friendly atmosphere.
The challenge of food courts: making a success of XXL multi-brand catering
Running a food court isn't just about putting together a few food stalls. The orchestrating a genuine ecosystem where each brand has its own identity, style and operational needs. In other words, it's no easy task!
To ensure a smooth, pleasant experience for customers and restaurateurs alike, everything has to be perfectly synchronized. From order management to flow coordination, every detail counts to ensure that everything runs like a well-oiled machine.
The customer journey: a key to fluidity
Today's customers no longer have the patience to deal with complex or slow shopping experiences. They are looking for fluidity at every stage: from order to payment, everything must be simple, fast and frictionless.
Your customers' expectations:
➜ Simplicity: customers want a seamless experience, free of obstacles and complications.
➜ Speed: no one likes to wait. They expect fast orders, without long queues.
➜ Flexibility : they want to be able to order and pay where they want, when they want, and on the medium of their choice.
Flow management: don't let chaos set in
Managing the flow of food in a food court can quickly become a juggling act between kitchens and orders. To keep things running smoothly, it's essential to distribute orders correctly and ensure that teams aren't overwhelmed at certain times.
Operational challenges :
➜ Distribution of orders : Ensure that orders are properly distributed between the various banners, without overloading the kitchens.
➜ Managing peak traffic : Adapt organization to avoid bottlenecks at peak times.
➜ Minimize delays : Ensuring dishes are prepared and served quickly for a positive customer experience.
The customer experience: more than just a meal
Food courts are more than just places to eat. They are places where customers come to have a good time, discover new flavors and take part in festive events.
The pillars of a successful customer experience :
➜ Speed without compromising quality: Customers expect food to be served quickly, without sacrificing quality. Efficient flow management in the kitchen ensures that orders are delivered quickly, with consistent quality.
➜ Feeling of control : Tracking orders in real time reassures customers and reduces their frustration. They feel that everything is under control, which improves their satisfaction.
➜ Ease of movement : A well-designed food court makes it easy for customers to move around, without congestion. Free-flowing traffic enhances the overall experience and reduces queuing.
➜ Commitment and personalization : The experience doesn't end with the order. It needs to be extended through interactions that strengthen the bond with them, even after they've left the premises.
➜ Are you in the process of creating your Food Court? Don't miss out on our 15 essential tips for a successful launch
The secret of a successful shopping experience: simplicity and efficiency
We've talked about it: catering, customer experience is king. If people have a good time without having to worry about anything, they'll come back.
But to achieve this, you need to make every stage of the buying process as seamless as possible. Thanks to digital technology, this is not only feasible, but also a real factor in the efficiency of your operations.
So how do you make this journey really simple and effective? Let's get to the heart of the matter.
01. Multi-support control: flexibility, freedom and zero stress
Today's customers are looking for a tailor-made experience. They want to be able to order in the way that suits them best, whether they're in a hurry, on the spot, or even remotely.
Offering a variety of ordering options is a real asset for a food court, as it allows you toadapt the experience to the needs of each customer, while ensuring operational fluidity.
The cross-store: an optimized order path
Thetransverse stall allows you to group together products from different restaurants in a single virtual selection. For example, you can create categories such as "dishes to share", "vegan options" or "meals under 10 euros", bringing together products from several restaurants.
Customers can easily browse through these selections without having to visit each stand individually. Once they've made their choice, they place and adjust a single, fast, centralized order.
✔ Main benefit: By centralizing offers from several restaurants in a single virtual shop, you encourage customers to discover products they might not otherwise have considered, stimulating cross-selling and increasing the average basket.
Another advantage? All stands are given equal prominence in these themed selections.regardless of their physical location in the food court.
✔ Operational impact : Restaurant operators avoid order bottlenecks by offering a fast, fluid experience, where each customer can place and pay for just one order.
✔ Commercial impact : All stands optimize sales through cross-restaurant selections.
Order kiosk: the quick tool for busy customers
Visit control terminals have become a staple in the foodservice industry.
Installed in strategic locations, they enable customers to place orders quickly and easily, without waiting. This system significantly reduces queues, offering a quick solution to customers who already know what they want.
✔ Main benefit: customers place their orders independently, avoiding the need to wait at the counter and speeding up the process.
✔ Operational impact : improved service flow and simplified order management during peak periods.
✔ Commercial impact : increase average basket thanks to product suggestions (additional sales), but also via paid options
"When you arrive on site, you either go to an order terminal or scan a QR Code. There, we'll have all our restaurateurs present. The customer can order from several restaurateurs directly into a single basket, and pay in one go. Then they'll get an order form with their number on it, so all they have to do is go to the counter to pick up their order."Charles HEAT Food Court catering manager
QR Codes: a contactless solution for connected customers
QR codes offer a flexible alternative. By scanning a QR code from their phone, customers can access a specific digital menu, order directly from their phone, and even pay online. This solution is perfect for those who prefer to stay where they are, or who like to manage everything via their mobile.
✔ Main benefit: customers benefit from a seamless, contactless and fully digitalized experience that enhances their comfort.
✔ Operational impact : reducing interactions and waiting times, while enabling restaurateurs to handle more orders in parallel.
Click & Collect: for customers in a hurry who take their meals with them
For customers wishing to take their meal home, the Click & Collect allows them to order in advance and pick up your food on the spot. This meets the needs of customers who want to enjoy the diversity of a food court's dishes without wasting time.
✔ Main benefit: customers can pick up their order at a time that suits them, without having to queue or wait for their meal.
✔ Operational impact : more fluid flows at the counter, optimization of preparation times and anticipation of orders to improve kitchen organization.
Click & Delivery: food court at home
With the Click & Delivery, customers can have their meals delivered directly to their homes or at the office. This option is ideal for those who don't want to travel, but still want to enjoy the world of the food court.
✔ Main benefit: customers enjoy the food court's cuisine from the comfort of their home or office, broadening your customer base.
✔ Operational impact : extension of services beyond the physical location, increased order volume and the possibility of reaching a wider customer base thanks to delivery.
➜ Wondering which order-taking solution is best suited to your needs? We've got the answer right here!
02. Multi-baskets ordering: simplify the transaction
Nobody likes to have to go through the checkout several times, and that's reflected in your customers' shopping experience. They'd love that extra cheesecake, but 10 minutes in line? Too long, they'll give up!
That's where the multi-baskets order comes in, the solution that makes payment as easy as ordering.
One order, one payment: an optimized customer journey from start to finish
With multi-baskets, a customer can order from several stands in a food court and only have to pay for the food.a single transaction. Everything is centralized to eliminate endless to-ing and fro-ing.
✔ Main benefit: customers save time, paying once for several orders, making their experience smoother and more enjoyable.
✔ Operational impact : centralized payment reduces queues at the cash registers, speeds up service and reduces the complications associated with multiple transactions. As a result, restaurateurs can manage their payments more efficiently.
"With QR Code payment, customers can order from all stands simultaneously. When he validates and pays, all orders are automatically distributed to each stand."Mathieu manager of Food Market Palmito
Cashless solution with prepaid cards: even more simplicity
Do you really want to simplify your customers' lives? Suggest prepaid cards. These cards, which can be reloaded online or on the spot, allow customers to pay in a single gesture, and are valid at all food court stands. With a single card, customers can easily pay for their purchases, without having to juggle several means of payment.
✔ Main benefit: Customers enjoy a fast and convenient payment experience, without having to manage multiple transactions. A prepaid card also reinforces customer loyalty.
✔ Operational impact : In addition to simplifying payment management, prepaid cards generate early cash inflow, as money is collected as soon as the card is reloaded, even if customers don't use their balance immediately. This means better financial management for restaurateurs and food court managers.
"Prepaid cards also offer you new opportunities to develop B2B in your food court. By offering them as a practical tool for organizing corporate events, you can attract companies wishing to offer benefits to their employees or customers at seminars or private events. This allows you to maximize the use of your space while expanding your customer base with offers specifically designed for business events."Our expert advice
03. Flow management: control chaos in the kitchen and in the dispatch area
A wrongly dispatched dish at the start of service, or order forms that get lost along the way, can send your entire service into a tailspin. Customers get impatient, and you lose control.
Fortunately, with the right digital solutions, you can avoid this nightmare.
Real-time order dispatching, automatic payments and instant notifications: you take the reins, everything works perfectly, and your customers are delighted.
Distribution of orders and payments by shop: real-time optimization
A good real-time management system, integrated with the point-of-sales softwareThis allows orders to be distributed directly to each retailer, without a hitch. Kitchen tasks are better organized, flows are smoother, and payments are automatically distributed between stores.This prevents accounting errors and delays. Thanks to this integration, everything is synchronized to guarantee fast, seamless service.
✔ Main benefit: orders are instantly sent to the right store and synchronized with the checkout software, streamlining service and centralizing payments.
✔ Operational impact : better management of peak periods, and simplified accounting thanks to integration with cash register software.
Push & SMS notifications: keep your customers informed in real time
Good communication can make all the difference to the customer experience. With solutions like push notifications and SMS, your customers know exactly when their order is ready, reducing their perceived wait and improving their satisfaction.
✔ Main benefit: SMS and push notifications enable customers to follow the progress of their order live, and to be informed immediately when it is ready.
✔ Operational impact : less to-ing and fro-ing between staff and impatient customers, resulting in smoother service, less pressure, and more time for order processing.
Geolocatable trestles (RTLS): deliver directly to your customers without keeping them waiting
With geolocatable easels, you can take your service even further. You can locate your customers in the food court and deliver their orders directly to their location. Not only do you eliminate the wait, but you positively surprise your customers with this unusual attention.
✔ Main benefit: Your customers no longer have to stand or walk to pick up their order - you go straight to them. This approach pleasantly surprises and enhances their overall experience.
✔ Operational impact : queues are reduced, and staff focus on fast, efficient delivery, optimizing service and increasing customer satisfaction.
Building customer loyalty in a shared space: Winning strategies
Building customer loyalty is no easy task, especially with several brands competing for their attention. But with a well thought-out loyalty program and careful communication, you can turn occasional visits into regular appointments. We tell you all about it.
01. Multi-brand digital loyalty program: boost engagement with shared rewards
Capturing attention is great, but building loyalty is even better! And what could be better thana loyalty program ultra-high-performance to keep your customers coming back?
Add to this prepaid cards that not only simplify payments, but also encourage return visits thanks to remaining balances... And there you have it, all you need to turn a discovery into a habit!
Collecting points or cashback: rewarding every purchase
With each order, your customers earn points or cashback, can be used in any food market stall. The more they eat, the more they earn!
Once the points have been accumulated, they can be exchanged for discounts or products. This reward mechanism encourages your customers to come back again and again.
✔ Main benefit: customers are motivated to accumulate advantages with each visit, which they then spend in several stores.
✔ Operational impact : increase in frequency of visits and average basket, as the more customers order, the more they are encouraged to come back and spend their points.
Prepaid cards: fluidity and loyalty in a single gesture
We told you about it: the prepaid cards simplify payments. But that's not all! They also keep your customers coming back for more. They also keep your customers coming back for more. Why do they do this? Because they often have a balance left on them, which encourages them to come back and use them.
And there's more: these cards can also be offered as gift cards, turning your customers into ambassadors for the food court.
✔ Main benefit: Customers are more likely to return when they know they have a balance left to spend, and gift cards broaden your customer base by reaching new consumers.
✔ Operational impact : Better loyalty thanks to the convenience of prepaid cards, and a flow of new customers via gift cards, boosting your sales and reinforcing the presence of your food court in customers' minds.
02. Centralized customer database: everything you need to know about your customers, at the click of a button
Loyalty isn't just about offering points or rewards. It's also about establishing a personalized connection with your customers. A well-managed database enables you to better understand their expectations and offer them tailor-made experiences.
Behavior analysis: better understanding for better loyalty
Thanks to a database well managed, you can identify your customers' preferences and anticipate their needs. If a customer is a burger fan, why not offer them a special deal when a new stand opens? By proposing offers that speak to them, you strengthen their attachment to your food court.
✔ Main benefit: personalized offers for each customer, based on their purchasing habits, thus increasing their satisfaction.
✔ Operational impact : Increased customer loyalty, as customers feel understood and valued, leading to more frequent visits and higher sales.
Centralized communication: forge a direct link with your customers
Send text messages or emails to your customers to let them know about the day's specials, cool upcoming events or what's new on the food court, it's the perfect way to stay on their minds.
By personalizing messages to their tastes, you score points every time. A little promotion on their favorite dish or the announcement of a special evening, and you've won! They'll be happy to come back, convinced that you're thinking of them. Simple, effective and, above all, a fun way to bond!
✔ Main benefit: targeted communication that keeps your customers informed and engaged.
✔ Operational impact : increased on-site interaction and returns, with more effective communication that directly addresses customer needs.
Take the first step and we'll take care of the rest!
Whether you're just starting out or already in business, we've got the solutions you need.
With over 25 food courts in the digital transition, we know exactly how to optimize your management and improve the customer experience.
Need personalized advice? Want to discover the solutions that will make all the difference? Our team is available to support you.
