PHILADELPHIA—In the first part of this interview, Joseph Coradino, CEO of PREIT, explained the importance of restaurants in luring and keeping Millennials in retail centers. In the second part of GlobeSt.com's exclusive interview, Coradino explains the importance of restaurants beyond Millennials, how partnerships are shaping different brands, and where they fit in with traditionally anchored centers.
GlobeSt.com: What was PREIT's strategy in adding restaurants to your portfolio?
Joseph Coradino: We've been watching the retail landscape evolve over the past several years and have paid special attention to the growing role that socialization is playing in the shopping experience. Dining out is an experience you can't get online – and one that is big among millenials and also families. Since we want our malls to be destinations for both of those niches, it was the natural choice to bring in more dining concepts to our centers, and we've added 27 to the Philadelphia area alone since 2008.
GlobeSt.com: Speaking of which, several of your Philadelphia-area malls feature brands from celebrity chefs. How did these partnerships come to be?
Coradino: PREIT has definitely been ahead of the curve with introducing high-caliber chefs to the mall environment. At Moorestown Mall, we started talks with Marc Vetri of Osteria and that led to a conversation with Jose Garces who opened Distrito there a year ago; then we started working with Dave Magrogan who brought his Harvest Seasonal Grill and Wine Bar to Moorestown, too. They've been fantastic additions that draw shoppers to Moorestown Mall, which is located just over the bridge from Philadelphia, making it a more convenient – but still high end – dining experience for our shoppers.
GlobeSt.com: What effects do restaurants have on the existing retail in a shopping center? Are they major competition?
Coradino: Restaurants make excellent tenants because they're a creative solution for deep spaces and don't compete for the retail dollar. Actually restaurant sales at some of our malls exceed the department stores. Additionally, studies show that those who dine in a mall typically extend their stay and have a higher propensity to spend more.
GlobeSt.com: Along those lines, are you considering adding grocery stores to your malls as anchors?
Coradino: We consider uses that make our malls stronger assets within the communities they serve. For example, at Plymouth Meeting Mall, we have a Whole Foods Market as well as a state of the art healthcare facility, so shoppers there satisfy many needs in just one visit – offering them something today's shopper really needs: convenience.
GlobeSt.com: Any more big names to announce in terms of new leases?
Coradino: We have a vision that includes bringing more unique dining experiences to all our malls as part of our effort to enhance our portfolio across the board. Right now we're really excited about opening Yard House soon at Moorestown Mall, another great dining addition to the center. As soon as we can say more, we'll be happy to get the word out.
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