Americans are increasingly visiting malls in order to eat, rather than to shop, new data has revealed.
The Cheesecake Factory and newcomer Din Tai Fung have been named the top mall brands this year, according to analysis by reviews site Yelp.
Casual dining and quick-service restaurants make up 17 of the top 25 mall brands, it found, with only a handful of homeware, clothing and beauty stores thrown in.
Classic noughties movies like Mean Girls portrayed shopping malls as bustling hives of teenage social life and as a destination for shopping trips.
But now it seems that food and dining are becoming an anchor for mall visits, rather than an afterthought after a long day of shopping.
The data also showed that the number of food and restaurant businesses in malls across the US is growing, with locations increasing by 7 percent between 2019 and 2024.
Americans are increasingly visiting malls in order to eat, rather than to shop, new data has revealed
Known for its expansive menu and decadent cheesecakes, The Cheesecake Factory, with its cult following, leads the list.
Din Tai Fung, a newer, more premium Taiwanese restaurant that has received praise for having the ‘world’s greatest dumplings,’ landed as the first runner-up, Yelp said.
The business has become a staple for food influencers and has increasingly relied on malls as a way to grow.
At number three, however, is the first retail brand – Macy’s.
The department store chain is still among the most popular mall brands, according to Yelp, despite announcing earlier this year that it would shut 150 underperforming stores over the next three years – with 50 shuttering by the end of 2024.
In order to identify the most popular brands, Yelp ranked brands with a minimum of 10 active locations in malls or shopping centers by ‘consumer interest’ between September 2023 and August 2024.
Consumer interest includes actions such as searching for a business, viewing its page on Yelp, or posting a photo or a review of a place.
Making up the rest of the top ten are BJ’s Restaurant and Brewhouse, True Food Kitchen, Starbucks, Olive Garden, Target, California Pizza Kitchen and Panera Bread.
The Cheesecake Factory has been named the top mall brand this year, according to analysis by reviews site Yelp
Known for its expansive menu and decadent cheesecakes, The Cheesecake Factory, with its cult following, is the top mall brand in 2024
Other retailers such as Nordstrom Rack remain popular, but clothing stores are no longer the primary draw for mall visits.
‘Beauty businesses Sephora and Ulta Beauty also serve as post-dining stops, particularly for Gen Z,’ Yelp said.
Among the top 20 mall brands, AMC movie theatre is the only brand in the ‘arts and entertainment’ category.
When it comes to the fastest growing category of businesses opening in malls, bubble tea is by far the winner, the analysis found.
In the last five years, locations selling the tea-based drink, that originated in Taiwan in the 1980s, have grown by a staggering 113 percent.
Bubble Tea businesses are the fastest growing mall openings in the last five years, Yelp found
Classic noughties movies like Mean Girls portrayed shopping malls as bustling hives of teenage social life and a destination for shopping trips
Din Tai Fung has become a staple for food influencers and has increasingly relied on malls as a way to grow
Other dining favorites have also seen significant increases during the same time period, including waffles – up 77 percent – vegan food, which has increased 54 percent, and Filipino food, which is up 36 percent.
But second in the ranking when it comes to the fastest growing category of businesses in malls is VR Centers.
These centers, where people can experience virtual reality games and other immersive experiences such as virtual reality golf, are becoming increasing popular in shopping centers across the country.
‘As malls continue to evolve, the integration of dining and entertainment will likely play an increasingly important role in their success,’ Yelp said.
