New research shows that restaurant chains and food concepts are helping malls regain their footing, driving consumers to once-struggling spaces.

Yelp data shows that restaurants have become a driving force in this ever-changing retail landscape, helping to catapult visitor numbers above pre-pandemic levels at malls.

Shoppers grab a bite to eat, then spend their money at various businesses before and after dining out, creating a rebound effect for what has often been called a “struggling industry.”

The days of crowded malls are starting to return, but they’re a little different than what we were used to in the 1990s and early 2000s.

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Drive past or walk near the Great Northern Mall in Ohio and you’ll be greeted by one restaurant after another.

More are on the way, including a Texas Roadhouse in the near future.

“Five times more traffic,” said Tony Ke, the owner of TJ Hibachi and Sushi.

Ke said that despite the ups and downs of the coronavirus pandemic and many people opting for online shopping over the years, things are finally changing.

He said business is booming with five times more traffic in the mall’s food court than in previous years.

“It’s definitely getting better and better,” Ke said.

And he’s not alone.

Scripps News Cleveland followed up and spoke with Beverly Bolton, owner of Fortune’s Cookies.

The self-described community baker and Cleveland-area mom took a gamble when she opened her first brick-and-mortar store in Great Northern a year ago.

“It’s been an adventure, but better than I expected,” Bolton said.

The local cookie shop became so popular that it was spotted filling the nostalgic cookie void in malls.

“Other malls have approached us. Actually use the space where Ms. Fields was,” Bolton said.

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Placer.AI reports that shopping centers – whether open-air concepts or traditional malls like Great Northern – are on the rise again in 2024.

The organization that tracks retailer foot traffic says the biggest reason is restaurants and food concepts in malls. They are up 7% from 2019 to 2024.

Yelp recently released a report on the top 25 mall brands, and 17 of the top 25 mall brands are restaurant chains:

• Cheesecake Factory at number 1
• BJ’s restaurant and brasserie at 4 hours
• Starbucks at 6 a.m.
• Garden of Olives at 7 a.m.
• Panera at 10 a.m.
• Chile is 21

Food concepts are also a driving force. This includes Filipino teas, vegan teas and especially Bubble Teas, which have increased by 100% in the last five years, according to Yelp.

Michael Goldberg, a professor in the Department of Design Innovation at Case Western Reserve University’s Weatherhead School of Management, said a generation that has lived virtually online plays a critical role in the process.
“Many Americans, especially younger ones, are focused on experiences and there’s nothing better than sharing food with friends,” Goldberg said.

Young social media influencers eat food on camera, provide reviews and inspire people to dive in and try the food.

The TikTok generation has given a major boost to once-struggling brands and made them grow tenfold. Case in point: Chili’s Triple Dipper.

“The idea that Chili’s is back and driven by influencer videos on TikTok is pretty fascinating and, you know, I mean, there’s a nostalgia for the brands,” Goldberg said.

Localized community programs and holiday events like photos with Santa are a mainstay of shopping centers like Great Northern.

Lori Weidleman, who has been making pretzels at Auntie Anne’s since 1997, said change is constant.

However, she added that it has become clear that people will pay for a quality product that takes them back to a special time in life.

“Ohio is doing really well. We are strong and have exceeded our goals and targets. And there is multi-generational interest,” Weidleman said.

This story was originally published by Mike Holden on Scripps News Cleveland.