So, you think you know foodhalls? Q&A with Thomas Rose
…we’re now at the point where there is a step change occurring and the first generation of foodhalls are evolving into a new version, which we’re calling F-hubs.
P-THREE has just launched its latest insight into the foodhalls sector. Here, the report’s author, P-THREE co-founder Thomas Rose joins us for a Q&A session to explain how foodhalls are evolving and why they are of interest to almost everyone involved in the regeneration of urban centres and High Streets across Europe.
It seems brave to launch a report based on activities involving going out while the hospitality sector is largely in lockdown. What prompted you to choose this particular time?
A lot of the decision-makers we work with are thinking and planning long-term. We know that, thanks to the Covid vaccines, life will eventually return pretty much to normal, and of course the UK has a roadmap that suggests hospitality will be able to operate without restrictions as early as the second half of this year. Ahead of that, what we want to say clearly to those who are influencing and making decisions in the longer-term is that now is very much the right time for them to factor in the changing face of foodhalls.
You describe that change as ‘evolution’. What do you mean by that?
Modern foodhalls didn’t just suddenly appear. They started with early examples such as that in Lisbon (now Time Out Market Lisbon) and in the UK in Altrincham. The concept then gained traction so that within the last decade hundreds of similar venues have opened not just in Europe, but in the US and further afield. However, we’re now at the point where there is a step change occurring and the first generation of foodhalls are evolving into a new version, which we’re calling F-hubs.
F-hubs sounds great, but what does it mean and is it just a clever marketing term?
The first generation of foodhalls was centred primarily on serving up brilliant food. That will always be an important part of what they do, but we believe that a fundamental shift is now taking place, that puts other uses, such as entertainment, culture and education on an equal footing. It means that spaces are used more efficiently and brings much longer periods of animation to the areas in which they’re located. So, the ‘F’ in ‘F-hubs’ stands for Food, but also for Flexible. We know that many operators are keen to move away from the term foodhall, as it’s been increasingly appropriated by venues far removed from the original concept. I believe F-hubs not only clearly describes what the new generation stands for, but also gives operators the opportunity to differentiate their brands from what’s gone before.
As well as having a new name, you think that F-hubs will polarise into two distinct types (Flagship and Community) and you’re particularly excited about the prospects for Community venues. Why is that?
Yes, unlike the first generation of foodhalls, I think that to be sustainable long-term there is no room for middle-of-the-road operations. They will either have to be big (Flagships) or local (Community). What I find really thrilling about Community F-hubs is the sheer potential of the concept. Our joint research with data specialist CACI has identified at least 120 locations in the UK alone which are suitable for F-hubs. These are towns with a population of around 50,000+. We also see potential for micro Community F-hubs in smaller towns. If you extrapolate the UK figures across mainland Europe you can appreciate the vast scale of future prospects.
And will Community F-hubs create new communities or will they tap into existing ones?
As the operators will be quick to tell you, you can’t ‘create’ a community. It is something that is there already, based on group of people in a particular area. The fantastic thing about F-hubs is that they are able to provide a focus and framework for an existing community that brings a new level of local cohesiveness. It’s a win-win, as the F-hub becomes stronger and more vital as its local community develops.
Does that mean local communities will take ownership of their F-hubs?
Ownership and operation of Community F-hubs is likely to be spread amongst a broad range of people interested in the long-term survival of our High Streets and urban spaces. Local communities will certainly have ownership in the broadest sense and whoever operates a Community F-hub would be wise to be firmly tapped in to their local community. However, many other parties could have an interest too, from private equity investors to local authorities, and we’re certainly advising these kinds of organisations.
Finally, how do you see F-hubs evolving in the future?
Come back and ask me that in a few years’ time! Seriously, though, while I believe that F-hubs certainly will evolve, as they respond to the changes happening in communities around them, there is a lot more to be done to develop the emerging generation of F-hubs, so, for now, I’m firmly focused on those.
Article by P-THREE // Perspectives & Thomas Rose
Photo credits: Manifesto Market, Prague
