Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)
Issue link: https://sct.epubxp.com/i/122387
r e t a i l i n g t o d a y spicing up the mall wasabi makes common areas a hotter commodity W By Beth Mattson-Teig asabi might offer sushi on a conveyor belt, but it strives to be anything but another mall restaurant. in fact, it will not be found in the food court at all. Not only has the chain succeeded in getting its foot in the door with major mall operators, it also is landing prime locations smack in the 142 SCt / m a y 2 0 1 3 middle of mall common areas. "the beauty of what we do is the excitement and energy that it brings to the common area," said bo Davis, Ceo and founder of arlington, Va.–based Wasabi.Wasabi's success has hinged on combining great food with an open restaurant design in which the chef prepares food in full view of the customers, all with the added flair of a conveyor-belt delivery system. Conveyorbelt restaurants that circulate food from the chef to the diners are popular in asia and europe, but Wasabi was one of the first of its kind to launch in the U.s. since 2009 Wasabi has opened five restaurants at some prominent U.s. malls, including florida mall, in orlando; Natick Collection and south shore Plaza, in suburban boston; tysons Corner Center, in suburban Washington; and Westfield topanga, in Los angeles. "We are less concerned about geography and more concerned about getting into the superregional malls," said Davis. the chain has plans to open roughly five restaurants this year and about as many again next year. Currently, Wasabi has leases signed for stonebriar Centre, in Plano, texas; and stoneridge, in Pleasanton, Calif. Davis opened the first Wasabi restaurant in 2006, in Washington, mere blocks from the White house. his plan was to create a fast-casual format for trendy urban locations. Wasabi opened two additional restaurants in the Washington area. then in 2009 Davis pitched the concept of opening in a busy common area to tysons Corner Center owner macerich. he found it no easy sell. "obviously, being such a high-profile mall, they were quite careful with their due diligence," said