The first 'Summer Food Fest' event kicks off in Union Square, Aberdeen on July 26 and 27 and continues onto eight more shopping centres until the end of August. It will showcase a different dish from each of the centres’ food retailer’s every hour.
The concept for the event tour was inspired by research from Scala on the trends of dining out in the UK. The results revealed that consumers are adopting an American style of dining, by eating anytime of day from 11am to 5pm for lunch.
The public has also become more adventurous with 70% favouring international cuisine and 62% saying they are adventurous with food.
Maynineteen, founder and business development director, Katie Coombes said: "It is always very exciting working with our client Hammerson, they are very open to our creative concepts and we love bringing them alive.
"Maynineteen is breaking the boundaries of brand exclusive tasting and sampling events by giving food retailers the opportunity to participate in an event and showcase their breadth and depth of range.
"The presenter will talk through the sample dishes and their inspiration with the objective of giving customers the opportunity to sample new menu items and encourage them to visit food retailers that they wouldn’t normally choose."
Fiona Campbell Roberts, Hammerson UK head of marketing, said: "This summer we wanted to highlight our exceptional food and beverage options across the portfolio and hopefully with 'Summer Food Fest' we'll achieve this."
The shopping centres include Brent Cross; the Bull Ring, Birmingham; Cabot Circus, Bristol;
Centrale, Croydon; Highcross, Leicester; Silverburn, Glasgow; The Oracle, Reading;
Union Square, Aberdeen and WestQuay, Southampton.
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