Will F&B and leisure operators expand on the retail market?

21 December 2023

Global real estate services firm Cushman & Wakefield’s EMEA Outlook 2024 report reveals that food & beverage (F&B) and leisure operators constitute approximately a fifth of lettings on the European retail markets since 2021. Poland is also seeing relatively strong letting activity from this sector. According to Cushman & Wakefield’s data, F&B and leisure operators accounted for 13% of newcomers entering the Polish retail market between Q3 2022 and Q3 2023. This trend is expected to intensify in 2024 on the back of the projected increase in consumer spending in Poland.

According to Cushman & Wakefield, F&B and leisure operators account for approximately 12% of floorspace in large retail schemes[footnoteRef:2] in Poland and are expected to increase their presence over time. [2: Retail schemes with more than 5,000 sq m in Poland’s eight key cities.]

The growing expectations of customers and an anticipated improvement in consumer confidence have translated into a gradual recovery of the F&B and leisure sector. In 2015, tenants from this market segment accounted for approximately 10% of newcomers while in the period from the end of November 2022 to November 2023 they saw their share rise to around 13%. 2024 is expected to see an increase in consumer spending, with many retail landlords either starting or continuing to recommercialise their schemes and targeting to attract new F&B and leisure operators. This should support the sustained growth of both segments in Poland,”

comments Ewa Derlatka-Chilewicz, Head of Research, Cushman & Wakefield.

In this context, the expectations of retail customers are particularly important. According to Cushman & Wakefield’s recent customer experience survey Handlowy sezon emocji. Świąteczne doświadczenia zakupowe Polaków, 48% of surveyed Polish people go to shopping centre restaurants at least once a month and 38% go to cinemas in retail schemes at least once a month. In addition, nearly one in three respondents use special chillout zones in shopping centres.

Michał Masztakowski, Head of Retail Agency Poland, Cushman & Wakefield, notes that consumers expect more and more from shopping centres in Poland and are increasingly seeking diverse and captivating shopping experiences. They also expect shopping centres to provide places that will modulate excessive stimuli and allow them to calm down – as many as 46% of Polish respondents in Cushman & Wakefield’s survey said that they regularly or frequently felt irritated in retail schemes.

Having more insight into the shopping needs and experiences of Polish people, retail landlords are motivated to rethink their offer. There is a growing focus on recommercialisation, that is improving the existing tenant mix of a shopping centre. This should clearly include adding high quality F&B and leisure concepts to maintain the current customer base and attract new customers,”

concludes Michał Masztakowski, Head of Retail Agency Poland, Cushman & Wakefield

About Cushman & Wakefield

Cushman & Wakefield (NYSE: CWK) is a leading global commercial real estate services firm for property owners and occupiers with approximately 52,000 employees in approximately 400 offices and 60 countries. In 2022, the firm reported revenue of $10.1 billion across its core services of property, facilities and project management, leasing, capital markets, and valuation and other services. It also receives numerous industry and business accolades for its award-winning culture and commitment to Diversity, Equity and Inclusion (DEI), Environmental, Social and Governance (ESG) and more. For additional information, visit: www.cushmanwakefield.com

Karolina Samczyńska

Head of Marketing and Sales Enablement, Poland at Cushman & Wakefield

Agnieszka Ratajczyk

Senior Consultant at Linkleaders

+48 512 546 107