Pass On the Popcorn

Window shopping and eating out are the greatest forms of family entertainment, according to a recent survey conducted in Mumbai by consultancy firm Jones Lang LaSalle.

And malls offer the perfect venue to combine the guilt-inducing pleasures. So much so that mainstream restaurateurs like Sanjay Narang have capitalised on the market potential of mall-based food courts.

Pune8217;s E Square Mall boasts Narang8217;s first such venture. Sprawled over 10,000 square feet, it houses six of Narang8217;s branded restaurants8212;Pizzeria, Just Around The Corner, Dosa Diner, Roti, China Joe and Cake Khazana.

8216;8216;We have about 1,500 covers a day,8217;8217; says Narang, revealing that this figure is larger than the combined response to his four standalone restaurants across Pune.

Narang is now eyeing big malls in the suburbs of Mumbai8212;InOrbit in Malad and Nirmal Lifestyle in Mulund.

InOrbit already has a 450-seater food court, with 20 outlets for the likes of McDonald8217;s, Subway, Pizza Hut, Naturals ice cream and the Dubai-based Santino, which offers pizza by the slice.

8216;8216;These days, shopping has become a day-long phenomenon with malls offering everything from ovens to shoelaces. Hence catering to customers8217; hunger pangs becomes our business,8217;8217; says Anand Sundaram, general manager of InOrbit.

Ad man Prahlad Kakar foresaw a similar potential at multiplexes almost two years ago when he launched Sarson Da Saga, a first-of-its-kind Punjabi eatery at IMAX Adlabs multiplex in Wadala, Mumbai.

8216;8216;Considering that popcorn was the staple at movie theatres, and choice was limited to the flavour of popcorn, it was necessary to offer more sumptuous options,8217;8217; Kakar says.

In a locality parched for eat-out options, Sarson Da Saga had movie goers streaming in for parathas and curries. Kakar now plans to establish franchisee outlets of Sarson Da Saga at other food courts in Mumbai.

8216;8216;In shopping malls, we can even put out a Sarson Da Saga haath gadi with a limited menu to choose from,8217;8217; he says.

IMAX Adlabs has two food courts, which offer chaats, pastas, pizzas, doughnuts, pies, juices, and a newly launched candy store offering 88 varieties of cavity-forming, conscience-eroding treats.

It8217;s been a big hit with the little customers, according to Sachin Shetty, general manager of IMAX Adlabs.

8216;8216;We are constantly innovating the facilities,8217;8217; says Shetty. This includes allowing non-movie goers to enter the complex with a Rs 20 coupon that allows use of the multiplex8217;s video game parlours and eateries.