For years, costly fountains and simple, coin-operated puzzle
tables and rides held center court in malls across the U.S. By the 80s though,
shopping mall owners and operators had replaced these pieces with less costly
art/performance spaces and lounge areas they believed would attract more
customers. These days, mall designers are offering new enticements to keep
shoppers from shopping online or at competitive locations. They are adding
restaurants fit for foodies, promoting real-life services like fitness clubs
and hair salons, and turning to cozy play areas to bring in more shoppers (both
parents and kids), capture their attention and get them to stay longer in their
malls.
Giggles N’ Hugs, which owns and operates three
family-friendly restaurants in major malls in the Los Angeles area, has been enjoying
this rising trend. Recognizing that the once-humble play area is a thing of the
past and that cushy new play areas are the shopping malls’ new secret weapon,
the company doubled down with its restaurant concept. At each of its locations,
Giggles N’ Hugs has paired innovative, kid-friendly entertainment and play
spaces with adult-friendly, organic food and drink menus, and created a
popular, family-friendly atmosphere and winning formula that has brought its
first three locations notable success. During the course of the first and
second quarters of 2015, for example, the company’s sales of $1.75 million
surpassed last year’s levels by 6%.
Major expansion is now in the works for Giggles N’ Hugs and
its highly marketable restaurant concept. The company is preparing to duplicate
this concept at new locations in West Coast markets like Seattle, San
Francisco, San Diego and Orange County and has been actively discussing
expansion with several large mall owners, including the Westfield Group.
Giggles N’ Hugs typically targets kids who are 10 or younger and, in the
Westfield Group, the company just might have found a like-minded strategic
business partner. At its Galleria at Roseville mall in California, Westfield
has been testing out a play area stocked with touch-screen games, puzzles and
Jenga-style games more suited to kids aged 6 to 10 who wish to do more than run
and climb.
For more information, visit www.gigglesnhugs.com
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