Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)
Issue link: https://sct.epubxp.com/i/528948
with a shop on Vasilyevsky Island, in St. Petersburg; one in Yekaterinburg, Russia's fourth-largest city; and two in Moscow. Co-founder Alexander Bord- yug named the company after his great- grandmother, playing on the similarity of her name to that of the traditional German Christmas cake, stollen. The chain uses old European recipes to make varieties of a Russian pie called a pirog and of a smaller type called a pirozhki. Belska, who has worked with the parent company in Eastern Europe and opened several of the shops there, says the U.S. operation will begin with the company's standard menu and then adjust the offerings based on cus- tomer feedback. The Falchi Building shop will supply pies to all the Stolle shops in the New York area. "We will have a big production area, with win- dows so people can see the production of the pies, and a small retail point where people can buy pies to eat there or take to go," Belska said. T h e a d d i t i o n a l s h o p s w i l l b e smaller, not requiring any special venting or other cooking provisions, Fishbein says. The shops will use a rectangular floor plan, with seating and a heated pie bar for displays of the day's offerings. "Ideally, we're looking for ground-floor storefronts in dense urban markets, and we're targeting 300 square feet to 700 square feet per location," Fishbein said. "We're looking for three-part traffic — or breakfast, lunch and din- ner. Someone could have some cof- fee and a fruit pie in the morning, or you could have lunch with a salad and a salmon pie, or you could have dinner there." Convenient delivery to the shops is critical. "Stolle is big on freshness, so per location we will probably be bringing in food three times a day," Fishbein said. "It's very important to always have fresh pies." Customers may order just a slice, or an entire pie, which is large enough to feed two or three people. The roughly 50 fillings include sweets and fruits, as well as meat, fish, chicken and vegetables. Stolle will fit right in with the existing tenants in the Falchi Build- ing, according to Dave Tricarico, of Cushman & Wakefield, who ne- gotiated the lease for the landlord, Jamestown Properties. Jamestown, which also owns Chelsea Market, in New York City's Chelsea neighbor- hood, redeveloped the Falchi Build- ing from a warehouse into a food- centered multitenant space that is home to Doughnut Plant, Juice Press and other eateries. Beyond boosting its shop count, Stolle is looking at expanding the menu as well, according to Fishbein. "There are opportunities we like that are a little larger," he said. "In that case, [Stolle] would like to install cooking vents and offer a full menu with [the] soups and salads." SCT r e T a i l i n g T o d a y J u l y 2 0 1 5 / S C T 31 S a l m o n p i e . S o m e 5 0 f i l l i n g S i n c l u d e f r u i t , m e a t , f i S h a n d v e g e t a b l e S .