Improving the Ross Park Food Court

Ross Park Mall has become a destination mall over the past four years. Upscale stores have placed it in the same category as Mall of America, King of Prussia, Easton Town Center, and South Park Mall for retail enthusiasts. In other words, it has become a destination for local shoppers and fashion-savvy travelers alike. While it may not yet have the name recognition of a renowned destination such as King of Prussia, those who fancy luxury retailers know where to go when they visit Pittsburgh.

One of Ross Park’s weaknesses has always been restaurants. Juno and Dingbats were around during the early years, but were both gone by 1998. No sit-down restaurants would appear for another eight years, when Cheesecake Factory opened its doors. Since then, Nordstrom Cafe and California Pizza Kitchen have provided additional choices for those looking for full-service eateries.

Fast food, however, is more often associated with malls. In the 1980s, the lineup was quite impressive. Wendy’s and Chick-Fil-A anchored the food court, which was rounded out by favorites such as Baines Deli, Warburton’s, and Sbarro. Cheryl & Co and Mrs. Fields opened shop in the main corridors of the mall. Sears experimented with the concept of a McDonald’s within the stores, although this only lasted a few years.

Most of the other food court choices ranged from interesting (such as a funnel cake bakery) to nondescript (Potato Patch, Gyro King, Steak Escape, and Hot Diggity Dogs come to mind immediately). Big names such as Arthur Treacher’s and Taco Bell have come and gone, as have a few notable failures (anyone remember Sinbad’s Kebab Grill or Buttermaid Bakery?) and some specialty shops selling food products throughout the mall.

Some of the main players have come and gone. Wendy’s departed in 2006, giving way to Flamers. Warburton’s became Au Bon Pain and eventually left, as did Baines Deli, which operated as Ross Park Deli for a short time before closing (although Subway has since filled that void). Sbarro was replaced by Villa Pizza (now Villa Italian Kitchen) during the first wave of rebuilding in 1997. Dairy Queen entered the field to shore up the ice cream situation in the mall, as Cool Temptations had pulled out after a successful run in the corridor across from the food court. More recently, in 2010, Five Guys came to Ross Park, becoming perhaps the biggest and most exciting name to ever open in the food court. Street Corner and L’Occtaine have shrunk the food court somewhat over the years, as old restaurant spaces have been reconstructed for retail.

The current food court lineup offers Chick-Fil-A, Five Guys, Subway, Dairy Queen, Charley’s, China Max, Villa Italian Kitchen, Sakkio Japan, Mr. Smoothie, and Flamers. Dolce Mia was still at the mall as of this writing (July 1), although I’ve heard rumors it may be in the process of closing. Farmtown Market closed in June, creating the food court’s only current vacancy.

This isn’t a particularly bad lineup, but it could definitely be stronger. With one vacancy already open and another possibly on the way, it’s time to brainstorm some possibilities for the food court which will bolster its appeal to everyone.

I’ve talked to a few people who have wanted to ring in a big name fast food tenant such as McDonald’s or Burger King. However, I don’t think either would be a great fit unless one replaces Flamers, which seems unlikely to happen. (Flamers is a mall food court favorite in this area and can also be found at South Hills Village, Monroeville, and Century III). Burger King may seem like somewhat of a favorite, as it has no current presence in Ross Township, but McDonald’s is already represented twice along McKnight Road. Still, Wendy’s existed at the mall for a decade with a location directly across the street. (I have yet to hear a clear explanation as to why Wendy’s went out, although I suspect it was more of a decision on the part of Wendy’s than the mall, as it always performed quite well).

The small size of the Farmtown Market space (which had been Gyro King, Big Easy, and Cajun Grill previously) makes it a poor choice for either Burger King or McDonald’s due to the extensive menus of each. A similar size space exists at Pittsburgh International Airport in Concourse B. (Do not confuse this with the larger McDonald’s in the center core area of the terminal). The smaller McDonald’s has a limited menu and while it does quite well with travelers looking to grab a quick snack before a flight who may have passed by the larger location, not having all of the latest and greatest options would probably hurt a mall-based McDonald’s. (Mall of America does have a McDonald’s, but then again, Mall of America was built for large amounts of eateries).

Two other strikes go against the burger giants. Five Guys and Flamers already offer similar products (which, to many, are also superior versions of what can be purchased at Burger King or McDonald’s). The mall is also attempting to woo customers who like a bit of luxury with their shopping. Greasy, big-name fast food giants pushing Happy Meals and Whoppers aren’t exactly in line with this image, nor are they trendy (in the way Five Guys is). In other words, adding either likely isn’t an option.

Starbucks and Panera have also been thrown around by shoppers I’ve talked to. Both of these would fit in better with the Ross Park image. Yes, both have a location within striking distance of the mall, but a second location wouldn’t hurt either. Panera, however, would probably not be an option due to size. Keep in mind a Panera has both a bakery and a deli area. Having a larger location in the way Au Bon Pain did may give Panera enough room, although the current vacancy (and anticipated vacancy) would not allow for the construction of a proper Panera.

Starbucks, however, may be an option. The store is smaller, appeals to the upscale shopper who can afford to throw a few dollars away on a latte every day, and would bring a ton of folks to the food court for coffee breaks. (Keep in mind any excuse to keep shoppers at the mall longer benefits every tenant at Ross Park, which is why food court success is key to a healthy mall).

Let’s say we fill one of the food court spaces with Starbucks. We’ll assume there’s another opening as well, so let’s find something to fill it with. Ideally, we want something trendy and perhaps unique to the area.

Krispy Kreme has been discussed occasionally by more than a few shoppers, although this would be a recipe for disaster. Ten years ago, Krispy Kreme was the hottest franchise around, although it has plummeted since then. In fact, both the Robinson and Cranberry locations have since closed.

Since unhealthy doughnuts don’t exactly have appeal anymore (even Dunkin Donuts is pushing coffee more than the namesake product), why not bring in something healthy, hip, and new to the area? How about something loved by health nuts and sweet lovers alike?

Enter Smoothie King. These little shops are everywhere in the south (the closest location to Pittsburgh is Canton, Ohio) and specialize in smoothies for a healthy lifestyle. In fact, a quick visit to the company website will reveal a “smoothie finder” in which a smoothie can be picked based upon what one wants to do (maintain weight, lose weight, get in shape, or even “indulge”). Favorite flavors and options for special diets can also be selected and all smoothies can be enhanced with options such as muscle builders, fiber, or probiotics.

I went to a Smoothie King in Charlotte, NC last week. My smoothie, a “very berry”, was infused with a multivitamin and electrolytes. The quality of the smoothie was top-notch and the location I visited (which was near UNC Charlotte) seemed to be enjoying good, steady business. Given the appeal of smoothies to all groups, Smoothie King would be an excellent fit at Ross Park. It doesn’t have the “bad” reputation of a burger giant and while it may not have the “snob factor” of Starbucks, it would cater to practically everyone. The Smoothie King I visited was also quite small, so there would be no concerns about fit at the food court.

But...wait...what about Mr. Smoothie, which is already at the mall? Mr. Smoothie doesn’t offer nearly the selection of Smoothie King, although that’s not a reason to show it the door. Instead, let’s examine some history.

During the mall’s first decade of operation, two cookie stores co-existed. Both did a good business yet were worlds apart when it came to selection. Mrs. Fields was a basic cookie store for those looking for a quick chocolate chip cookie while passing through the mall. Cheryl & Co offered a broader selection of goods and appealed to a different type of customer–one who wanted more choice. The two stores were also far enough apart to not interfere with each other’s business.

Therefore, one of the two smoothie retailers would have to find another location in the mall. Auntie Anne’s has found its niche as a main entrance retailer. Many customers pick the upper level entrance nearest Macy’s to enjoy an Auntie Anne’s pretzel on the way in or out of the mall.

The least-used entrance is the one on the lower level near Philip Pelusi. Across from Philip Pelusi is a space which has changed hands many times since Pocket Change, an arcade, departed. Why not liven up this little-trafficked corridor with a smoothie shop? This would give customers a reason to enter through an underutilized entrance, give friends and families of Philip Pelusi patrons a diversion, and give shoppers a reason to walk a corridor even the mall walkers tend to forget about.

Of course, this brings up an all-important question. Which smoothie shop gets the corridor space? To me, this is a no-brainer. Mr. Smoothie would get the space, as it is already an established business at Ross Park Mall. Smoothie King, the trendier of the two, would receive the food court space.

Assuming Dolce Mia closes and Mr. Smoothie moves, this leaves a third vacancy. Again, the mall needs something trendy yet something compact enough it can fit reliably in a smallish space.

Many would want a mom-and-pop type place to come to the mall. Unfortunately, this isn't exactly going to take off at Ross Park Mall in 2012. We aren't talking Northway circa 1962 anymore here. The recent closure of Farmtown Market, which lasted about five months, is evidence of this. (I could write an in-depth report as to why Farmtown Market failed, but I'll save that for another time).

Chipotle may appear to make sense, as it is a rather small restaurant to begin with. True, there is a Chipotle a few blocks south on McKnight Road, but a better option–one not represented in the North Hills area–comes to mind.

“Welcome to Moe’s!”

Moe’s can be termed as somewhat of a Chipotle competitor. It would be a tight fit in one of the food court spaces, but would probably be able to squeeze in much in the way Five Guys did. Moe’s is well-known, yet the closest location to the mall is in Cranberry, limiting its exposure in the Ross vicinity. The only real competitor in the food court is Flamers, which offers a selection of burrito offerings through its Oh! Oh! Burrito counter. Given the current coexistence of Flamers and Five Guys, both of which sell similar products but are different enough to remain popular, Moe’s should have no problem thriving in the food court.

Adding Starbucks, Smoothie King, and Moe’s would boost the food court significantly and would turn one of the mall’s perennially weaker areas into a strength. A relocation of Mr. Smoothie would also boost a very slow corridor and perhaps help retailers in that general area of the mall by bringing in more traffic through the seldom-used entrance. Smoothie King would be the first of its kind in the area and could become a “destination eatery” much in the way Five Guys and Chick-Fil-A have (believe me, I know of people who have gone to the mall simply to eat at those restaurants). Starbucks and Moe’s would also draw in customers in droves and would give mall management a valid excuse to expand the size of the food court.

Let’s get the ball rolling, find some folks willing to take on the franchise opportunities, and create the best food court in history in time for Black Friday 2012!