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Have you ever pondered the reason behind why malls feature theaters and food courts on the top floor? India’s growing economy has led to the development of shopping malls in almost every part of the city. These malls are a popular destination for people who seek entertainment, leisure, and shopping options all under one roof. From browsing clothing stores to picking up groceries, and enjoying the latest movie releases, malls cater to a wide range of consumer needs and preferences.
However, have you ever stopped to wonder why theaters and food courts are typically located on the top floors of these malls? Despite being the most visited areas, it seems counterintuitive to place them at the highest point of a multi-level building. The answer lies in mall developers’ strategic planning. By placing theaters and food courts on the top floors, they draw visitors upwards, increasing foot traffic and exposure to the other shops and services along the way.
In addition to being an effective marketing strategy, locating theaters and food courts on the top floors offers several benefits to mall-goers. Theaters on the top floor typically offer unobstructed views and a quieter, more intimate atmosphere, while food courts located on the top floors often feature larger seating areas, panoramic views of the city, and ample natural light. These factors add to the overall shopping mall experience, making it a desirable destination for consumers of all ages and backgrounds.
Reasons why food courts are located on the top floor:
A food court or food hall is an indoor area that contains the counters of multiple food vendors offering meals with self-service options. Research shows that food is a powerful distractor of the human mind. Implementing the food court concept on the first or ground floor of a mall can distract visitors from focusing on other shops and businesses. Moreover, food courts require ample space to accommodate each food seller’s display counter, kitchen, and storage area. It becomes feasible only when an entire floor is dedicated to it.
The science of human behavior, along with brand positioning, is a critical factor when determining the location of shops and businesses in malls. For instance, perfume shops are usually not located on the second or third floors since it is believed that customers lose interest and cannot focus on the smells after ascending that far. Similarly, food courts are situated on the top floors to take advantage of the fact that by the time people reach the highest level, they are already hungry and more likely to buy food. This strategic location increases the chances of visitors exploring other shops on the way down, improving overall foot traffic and revenue for the mall.
Reasons why movie theaters are located on the top floor:
Mall owners’ decision to construct food courts and movie theaters on the top floors of retail malls is an astute commercial move. Shopping centers are designed to offer customers the best possible experience.
Movies are a favorite pastime of all ages, from kids to the elderly. Therefore, people often wander around the mall as they make their way to the top level for a movie and often end up making purchases.
By locating theaters and food courts on the top level, mall developers made a savvy marketing decision to entice customers to explore every store and make purchases, resulting in a profitable mall.
Some architects disagree, however, and argue that placing theaters and food courts on the top floors of shopping malls gives the mall a more organized and less chaotic appearance. If a theater or food court were to be relocated, it would create large crowds, causing congestion and making it difficult for shoppers to navigate the area.
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