IRVINE, CA—People are seeking a unique dining experience and variety at a reasonable price point, and food halls offer all three—but that's not the only reason food halls are growing in popularity, CBRE broker Annika Colombi tells GlobeSt.com. Colombi was the leasing broker for TRADE Food Hall, a 9,000-square-foot food marketplace here that is being transformed following $5 million in renovations. The 32,600-square-foot Trade Marketplace that houses the food hall was purchased by Lincoln Property Co. and Alcion Ventures in 2014, and the owners have since transformed its dated food court into what aims to be a premier dining experience, complete with crafted cuisine from around the world, a full-service bar and indoor/outdoor communal dining.

Leases have been signed with eight chef-driven tenants, and the food hall is slated to open this fall. Chef Andrew Gruel of Slapfish will curate two of the eight food concepts: Two Birds will offer Gruel's take on classic grilled and fried chicken, while Butterleaf, a plant-based concept, will be a celebration of vegetables with a menu that includes kimchi, flash-seared vegetables and sweet-potato-mushroom burgers. Chef Hop Phan, known for his food trucks, will also curate two fusion concepts: Phan's Dos Chinos will offer Vietnamese and Mexican fusion, and Megadon will serve a fusion of Latin, Asian, Mexican and Hawaiian. Other concepts featured at TRADE include artisan sandwiches by the Sandwich Society, fresh seafood by Portside, dessert by Sweet Comforts and Mediterranean fare by Gyro King.

Anchor tenants include Ootoro Sushi, a local favorite that has opened its second location at TRADE, and KRISP Fresh Living, which will offer organic juices, bowls, and illy coffee. In addition, TRADE will feature a distinctive mix of service-oriented and soft goods retailers.

We spoke exclusively with Colombi about the food-hall concept and why it's catching on in various Southern California markets.

GlobeSt.com: Why are food halls catching on as a consumer concept?

Colombi: People are seeking a unique dining experience, they want variety and all at a reasonable price point. Food halls offer all three. By identifying restauranteurs who provide a unique dining experience, we curated a range of options that will cater to all consumer demographics in a fun manner. That way, people can get better quality in the quick-serve sector, without having to pay more, and chefs can do what they do best without having to worrying too much about excessive startup costs.

GlobeSt.com: Which locations make for good food-hall development vs. any other type of retail?

Colombi: The experiential nature of food halls allows for success in less conventional locations. While some food halls fit into the mold of what makes traditional retail successful, many food halls break the traditional rules from a location stand point. In Southern California, we have seen food halls enjoy success in a wide range of submarkets, from artsy emerging neighborhoods in metros such as Anaheim and Santa Ana, to traditional residential business districts. The locational success of a food hall really depends on how well curated the tenant mix is.

One thing that makes TRADE really exciting is that we are combining a great tenant mix with a location that is really in need of dining amenities. The Irvine business district is limited in food options, and there is a large dedicated base of employees that all work within a one-mile radius of this new food hall.

GlobeSt.com: What are the elements of a successful food hall, and how do they tie in with the surrounding community?

Colombi: Successful food halls have the ability to create a sense of place on-site. Art installations, farmers' markets and live music are some examples of elements that create a sense of community at the project.

We worked hard to make sure that a variety of people feel comfortable coming to TRADE. It was designed in a way to attract everyone, from the UCI student who wants to hang out all day and stud, to the mom looking for a destination for her kids who all want different things, to the business person who wants to meet a client for a great lunch but doesn't need a white tablecloth. It will definitely be a modern communal dining experience.

GlobeSt.com: What else should our readers know about food halls?

Colombi: A crucial element within food halls is creating a mix of tenants whose menus and vision complement one another. This creates a sense of community among the tenants. Additionally, we focused on choosing tenants that not only had good food, but also had a large social-media presence. We find the most successful food-hall tenants are very connected to the online food community as well. This can go a long way to attract customers when first starting out and is a great tool to keep everybody abreast of new menu items as well as other happenings at TRADE. I think a lot of restaurants get stuck in their menu. We set out to find restauranteurs who aren't afraid of change, are innovative and are willing to adapt to new trends to ensure people don't have to eat the same thing every day. Curiosity will bring people in, good food will bring them back.“

IRVINE, CA—People are seeking a unique dining experience and variety at a reasonable price point, and food halls offer all three—but that's not the only reason food halls are growing in popularity, CBRE broker Annika Colombi tells GlobeSt.com. Colombi was the leasing broker for TRADE Food Hall, a 9,000-square-foot food marketplace here that is being transformed following $5 million in renovations. The 32,600-square-foot Trade Marketplace that houses the food hall was purchased by Lincoln Property Co. and Alcion Ventures in 2014, and the owners have since transformed its dated food court into what aims to be a premier dining experience, complete with crafted cuisine from around the world, a full-service bar and indoor/outdoor communal dining.

Leases have been signed with eight chef-driven tenants, and the food hall is slated to open this fall. Chef Andrew Gruel of Slapfish will curate two of the eight food concepts: Two Birds will offer Gruel's take on classic grilled and fried chicken, while Butterleaf, a plant-based concept, will be a celebration of vegetables with a menu that includes kimchi, flash-seared vegetables and sweet-potato-mushroom burgers. Chef Hop Phan, known for his food trucks, will also curate two fusion concepts: Phan's Dos Chinos will offer Vietnamese and Mexican fusion, and Megadon will serve a fusion of Latin, Asian, Mexican and Hawaiian. Other concepts featured at TRADE include artisan sandwiches by the Sandwich Society, fresh seafood by Portside, dessert by Sweet Comforts and Mediterranean fare by Gyro King.

Anchor tenants include Ootoro Sushi, a local favorite that has opened its second location at TRADE, and KRISP Fresh Living, which will offer organic juices, bowls, and illy coffee. In addition, TRADE will feature a distinctive mix of service-oriented and soft goods retailers.

We spoke exclusively with Colombi about the food-hall concept and why it's catching on in various Southern California markets.

GlobeSt.com: Why are food halls catching on as a consumer concept?

Colombi: People are seeking a unique dining experience, they want variety and all at a reasonable price point. Food halls offer all three. By identifying restauranteurs who provide a unique dining experience, we curated a range of options that will cater to all consumer demographics in a fun manner. That way, people can get better quality in the quick-serve sector, without having to pay more, and chefs can do what they do best without having to worrying too much about excessive startup costs.

GlobeSt.com: Which locations make for good food-hall development vs. any other type of retail?

Colombi: The experiential nature of food halls allows for success in less conventional locations. While some food halls fit into the mold of what makes traditional retail successful, many food halls break the traditional rules from a location stand point. In Southern California, we have seen food halls enjoy success in a wide range of submarkets, from artsy emerging neighborhoods in metros such as Anaheim and Santa Ana, to traditional residential business districts. The locational success of a food hall really depends on how well curated the tenant mix is.

One thing that makes TRADE really exciting is that we are combining a great tenant mix with a location that is really in need of dining amenities. The Irvine business district is limited in food options, and there is a large dedicated base of employees that all work within a one-mile radius of this new food hall.

GlobeSt.com: What are the elements of a successful food hall, and how do they tie in with the surrounding community?

Colombi: Successful food halls have the ability to create a sense of place on-site. Art installations, farmers' markets and live music are some examples of elements that create a sense of community at the project.

We worked hard to make sure that a variety of people feel comfortable coming to TRADE. It was designed in a way to attract everyone, from the UCI student who wants to hang out all day and stud, to the mom looking for a destination for her kids who all want different things, to the business person who wants to meet a client for a great lunch but doesn't need a white tablecloth. It will definitely be a modern communal dining experience.

GlobeSt.com: What else should our readers know about food halls?

Colombi: A crucial element within food halls is creating a mix of tenants whose menus and vision complement one another. This creates a sense of community among the tenants. Additionally, we focused on choosing tenants that not only had good food, but also had a large social-media presence. We find the most successful food-hall tenants are very connected to the online food community as well. This can go a long way to attract customers when first starting out and is a great tool to keep everybody abreast of new menu items as well as other happenings at TRADE. I think a lot of restaurants get stuck in their menu. We set out to find restauranteurs who aren't afraid of change, are innovative and are willing to adapt to new trends to ensure people don't have to eat the same thing every day. Curiosity will bring people in, good food will bring them back.“