THESECRET
SAUCEWhy Retail and Mixed-Use Projects 

Need Local Chefs
There is an
ESSENTIAL
INGREDIENT
to developing successful retail
properties of the future.
WEWARNYOU.
It can be expensive, hard to get
and difficult to work with.
But none of that matters.
New-class
CONSUMERS
craveit...
Top-rated
TENANTS
demand it...
And
PROPERTIES
without it won’t have
quite the right flavor…
CHEF-DRIVEN
RESTAURANTS
Remember the days
when retail tenants
complained about
restaurants hogging
the parking lot?
There was a time when chain
restaurants were all the rage.
But today, the tables are turned.
$11.8 million
decrease in revenue
3Q14
3Q13
3Q14
3Q13
3.4%
decline in sales
3Q14
3Q13
8.7%
decline in sales
WHAT
CHANGED?
A new class of 

consumers emerged.
They want good food
They want good food, local chefs
They want good food, local chefs
and unique experiences.
6OF10CONSUMERS
More likely to choose dining location based
on locally sourced items on the menu
54%
of people consider
themselves foodies
nom
nom
nom
54%
of people consider
themselves foodies
Gone are the days
when food was
meant to be eaten
and forgotten.
WEWATCHIT.
1.7MILLIONtuned into Top Chef season 11 finale
WEBLOG
ABOUTIT.
WEPINIT.
FOODANDDRINK
Most popular category on Pinterest
among both men and women
WE#HASHTAGIT.
7.6
MILLION
#FOODIE POSTS
on Instagram
Not only do we care 

about what is being 

served, we care about
WHO
it is being served by.
We live in a world
where words like
“celebrity” and “rockstar” 

are used to describe
CHEFS.
POP
QUIZ!
Who brings home the most bacon?
GORDON
RAMSAY JUSTIN 

BIEBER
TOM 

BRADY LIAM

NEESON
$18M
$27.1M
$32M
$38M MASTER CHEF
GORDON
RAMSAY
Retail developers and
operators must woo
the Gordon Ramsays
and Mario Batalis of
their communities.
But these deals aren’t easy.
Local chefs often lack the
financial backing to build out

their own restaurants, unlike 

bigger chains.
They are
RISKY.
30%of new restaurants fail
within the first year
30%close within the

next two years
Of those that

survive, another
WOOTHEM
ANYWAY.
Chef-driven restaurants
provide immediate
personality and credibility 

as a destination for shopping
and dining in lieu o...
When North American 

Properties began developing
Avalon in Alpharetta, Georgia,
managing partner Mark Toro
knew he needed...
It’s time for a paradigm shift 

in how we think about retail
development. Call it Retail
3.0 or experiential retail.
Stri...
So, inquiring minds want to know… 

how exactly did he land those
STARCHEFS?
By sharing the vision for
FIVE-STAR
HOSPITALITY
FIVE-STAR
HOSPITALITY
TOP 

RETAILERS
FIVE-STAR
HOSPITALITY
PROGRAMMED
PUBLIC SPACES
TOP 

RETAILERS
FIVE-STAR
HOSPITALITY
PROGRAMMED
PUBLIC SPACES
WALKABILITY
TOP 

RETAILERS
FIVE-STAR
HOSPITALITY
PROGRAMMED
PUBLIC SPACES
WALKABILITY
TOP 

RETAILERS
24/7
ENERGY
FIVE-STAR
HOSPITALITY
PROGRAMMED
PUBLIC SPACESCHEF-DRIVEN
RESTAURANTS
WALKABILITY
TOP 

RETAILERS
24/7
ENERGY
FIVE-STAR
HOSPITALITY
PROGRAMMED
PUBLIC SPACESCHEF-DRIVEN
RESTAURANTS
WALKABILITY
TOP 

RETAILERSA PLACE 

PEOPLE WANT 

T...
AN EXPERIENCE
LIKE NO OTHER
The strategy started to work.
CHEFSSIGNEDON.
I have an audience 

of people in this
community who have
followed me. Moving
to a development like
this, where you have
a...
Then, more chefs joined…
I’m a big believer in local
talent, local business
operators, local chefs who
run their own restaurants. 

I told Mark [To...
Resulting in six of the 

Southeast’s top chefs choosing
FORDFRY
JAMESBEARDAWARD
SEMIFINALIST
RESTAURANTOFTHEYEAR
-ESQUIREMAGAZINE
BEST PIZZA I’VE
EVER HAD. TRUE
NEAPOLITAN.
HUGH ...
It has not gone unnoticed...
WHEN AVALON OPENS IT WILL BE THE SOUTHEAST’S
PREEMINENT EXPERIENTIAL DEVELOPMENT.
– NORTHFULTON.COM
SEVERAL IN-TOWN RESTAU...
Avalon’s high social
media engagement
shows one thing:
PEOPLEARE
EXCITED.
RETWEETS 624
MENTIONS 3,375
REACH 17,839,780
PAGEIMPRESSIONS 1,176,479
POSTIMPRESSIONS 678,934
ENGAGEMENT 40,543
It’s not only the smart
developers that want 

chef-driven restaurants.
The biggest retail tenants
are demanding top
restaurants in their leases.
I had never seen the term “chef-driven
restaurants” in a lease until about two years 

ago. Now I am seeing co-tenancy cla...
The new-class consumer 

expects great offerings like 

walkability, five-star service, 

a sense of community and…
DELICIOUS
FOOD.
CHEERS!
This SlideShare brought to you by
Feel free to share it with your 

friends or leave a comment, and let 

us know what you think!
DIDYOUENJOYTHIS
PRESENTATI...
Flickr / “Banana Republic” by Prayitno
Flickr / “The Grove in Los Angeles, from above,” 

by Eric E. Johnson
Shutterstock....
The Secret Sauce: Why Retail and Mixed-Use Projects Need Local Chefs
The Secret Sauce: Why Retail and Mixed-Use Projects Need Local Chefs
The Secret Sauce: Why Retail and Mixed-Use Projects Need Local Chefs
The Secret Sauce: Why Retail and Mixed-Use Projects Need Local Chefs
The Secret Sauce: Why Retail and Mixed-Use Projects Need Local Chefs
The Secret Sauce: Why Retail and Mixed-Use Projects Need Local Chefs
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The Secret Sauce: Why Retail and Mixed-Use Projects Need Local Chefs

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The Secret Sauce, the first SlideShare in a series exploring the future of retail from North American Properties (NAP), argues that chef-driven restaurants are increasingly essential to the success of retail and mixed-use projects. North American Properties - Atlanta launched The Future of Retail series at the International Council of Shopping Centers (ICSC) RECon Convention in Las Vegas.

NAP is not just offering up theories. It is betting on the power of chef-driven restaurants. It has secured six of the Southeast’s hottest chefs for Avalon, a $600 million mixed-use development that will open in October in Alpharetta, Ga. Those restaurateurs include Ford Fry, Shaun Doty, Steve Palmer, Brian Lewis, Ciaran Duffy and Giovanni Di Palma. The Secret Sauce shares interesting statistics about the rise of the foodie and the decline of the chain restaurant, as well as insights about how industry leaders are adapting to the trends.

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The Secret Sauce: Why Retail and Mixed-Use Projects Need Local Chefs

  1. 1. THESECRET SAUCEWhy Retail and Mixed-Use Projects 
 Need Local Chefs
  2. 2. There is an ESSENTIAL INGREDIENT to developing successful retail properties of the future.
  3. 3. WEWARNYOU. It can be expensive, hard to get and difficult to work with.
  4. 4. But none of that matters.
  5. 5. New-class CONSUMERS craveit...
  6. 6. Top-rated TENANTS demand it...
  7. 7. And PROPERTIES without it won’t have quite the right flavor…
  8. 8. CHEF-DRIVEN RESTAURANTS
  9. 9. Remember the days when retail tenants complained about restaurants hogging the parking lot?
  10. 10. There was a time when chain restaurants were all the rage.
  11. 11. But today, the tables are turned.
  12. 12. $11.8 million decrease in revenue 3Q14 3Q13
  13. 13. 3Q14 3Q13 3.4% decline in sales
  14. 14. 3Q14 3Q13 8.7% decline in sales
  15. 15. WHAT CHANGED?
  16. 16. A new class of 
 consumers emerged.
  17. 17. They want good food
  18. 18. They want good food, local chefs
  19. 19. They want good food, local chefs and unique experiences.
  20. 20. 6OF10CONSUMERS More likely to choose dining location based on locally sourced items on the menu
  21. 21. 54% of people consider themselves foodies
  22. 22. nom nom nom 54% of people consider themselves foodies
  23. 23. Gone are the days when food was meant to be eaten and forgotten.
  24. 24. WEWATCHIT.
  25. 25. 1.7MILLIONtuned into Top Chef season 11 finale
  26. 26. WEBLOG ABOUTIT.
  27. 27. WEPINIT.
  28. 28. FOODANDDRINK Most popular category on Pinterest among both men and women
  29. 29. WE#HASHTAGIT.
  30. 30. 7.6 MILLION #FOODIE POSTS on Instagram
  31. 31. Not only do we care 
 about what is being 
 served, we care about WHO it is being served by.
  32. 32. We live in a world where words like “celebrity” and “rockstar” 
 are used to describe CHEFS.
  33. 33. POP QUIZ!
  34. 34. Who brings home the most bacon? GORDON RAMSAY JUSTIN 
 BIEBER TOM 
 BRADY LIAM
 NEESON
  35. 35. $18M $27.1M $32M $38M MASTER CHEF GORDON RAMSAY
  36. 36. Retail developers and operators must woo the Gordon Ramsays and Mario Batalis of their communities.
  37. 37. But these deals aren’t easy.
  38. 38. Local chefs often lack the financial backing to build out
 their own restaurants, unlike 
 bigger chains.
  39. 39. They are RISKY.
  40. 40. 30%of new restaurants fail within the first year
  41. 41. 30%close within the
 next two years Of those that
 survive, another
  42. 42. WOOTHEM ANYWAY.
  43. 43. Chef-driven restaurants provide immediate personality and credibility 
 as a destination for shopping and dining in lieu of other, historical venues in the market. They are a critical element in establishing an identity in the marketplace for consumers. Dick O’Connell NewGate Retail Advisors
  44. 44. When North American 
 Properties began developing Avalon in Alpharetta, Georgia, managing partner Mark Toro knew he needed the hottest 
 chef-driven restaurants.
  45. 45. It’s time for a paradigm shift 
 in how we think about retail development. Call it Retail 3.0 or experiential retail. Strip centers and malls are out. Mixed-use, vertically integrated communities 
 are in. Gen Y wants an environment that is urban, walkable and connected. 
 Gen Y wants a great experience, and landing local chef-driven restaurants is an important component to creating that experience. Mark Toro North American Properties Managing Partner
  46. 46. So, inquiring minds want to know… 
 how exactly did he land those STARCHEFS?
  47. 47. By sharing the vision for
  48. 48. FIVE-STAR HOSPITALITY
  49. 49. FIVE-STAR HOSPITALITY TOP 
 RETAILERS
  50. 50. FIVE-STAR HOSPITALITY PROGRAMMED PUBLIC SPACES TOP 
 RETAILERS
  51. 51. FIVE-STAR HOSPITALITY PROGRAMMED PUBLIC SPACES WALKABILITY TOP 
 RETAILERS
  52. 52. FIVE-STAR HOSPITALITY PROGRAMMED PUBLIC SPACES WALKABILITY TOP 
 RETAILERS 24/7 ENERGY
  53. 53. FIVE-STAR HOSPITALITY PROGRAMMED PUBLIC SPACESCHEF-DRIVEN RESTAURANTS WALKABILITY TOP 
 RETAILERS 24/7 ENERGY
  54. 54. FIVE-STAR HOSPITALITY PROGRAMMED PUBLIC SPACESCHEF-DRIVEN RESTAURANTS WALKABILITY TOP 
 RETAILERSA PLACE 
 PEOPLE WANT 
 TO BE 24/7 ENERGY
  55. 55. AN EXPERIENCE LIKE NO OTHER
  56. 56. The strategy started to work. CHEFSSIGNEDON.
  57. 57. I have an audience 
 of people in this community who have followed me. Moving to a development like this, where you have a movie theater and 
 a Whole Foods, is exciting to me. It’s like a one-stop 
 in-town experience. Shaun Doty Bantam + Biddy Co-Owner and Executive Chef
  58. 58. Then, more chefs joined…
  59. 59. I’m a big believer in local talent, local business operators, local chefs who run their own restaurants. 
 I told Mark [Toro] that I would do it but that they had to get the right people out here… and the people they got are just amazing. Ford Fry The El Felix Chef and Owner
  60. 60. Resulting in six of the 
 Southeast’s top chefs choosing
  61. 61. FORDFRY JAMESBEARDAWARD SEMIFINALIST RESTAURANTOFTHEYEAR -ESQUIREMAGAZINE BEST PIZZA I’VE EVER HAD. TRUE NEAPOLITAN. HUGH ACHESON,
 TOP CHEF JUDGE #4 ATLANTA’S MOST ICONIC DISHES FEEDING REALPEOPLE EALFOOD Ford Fry Giovanni Di Palma
 ! Steve Palmer Shaun Doty Brian Lewis Ciaran Duffy The El Felix Antico Pizza Napolitano 
 & Caffè Gio The Oak Steakhouse Bantam + Biddy Bocado Burger Bar Bantu BESTPIZZAIN23U.S. CITIES-ZAGAT STEVEPALMER JAMESBEARDAWARD SEMIFINALIST
  62. 62. It has not gone unnoticed...
  63. 63. WHEN AVALON OPENS IT WILL BE THE SOUTHEAST’S PREEMINENT EXPERIENTIAL DEVELOPMENT. – NORTHFULTON.COM SEVERAL IN-TOWN RESTAURANTS ARE MOVING 
 OUTSIDE THE PERIMETER FOR THE FIRST
 TIME WITH AVALON. – 11ALIVE Avalon lands more retailers– Atlanta Business Chronicle Bantu to open in Alpharetta in October – Atlanta Magazine EMPIRE BUILDER 
 OF THE YEAR, 
 FORD FRY, REVEALS DETAILS ON HIS FIRST SUBURBAN RESTAURANT COMING THIS FALL TO ALPHARETTA SWANKY MIX-USE DEVELOPMENT AVALON.
  64. 64. Avalon’s high social media engagement shows one thing: PEOPLEARE EXCITED.
  65. 65. RETWEETS 624 MENTIONS 3,375 REACH 17,839,780
  66. 66. PAGEIMPRESSIONS 1,176,479 POSTIMPRESSIONS 678,934 ENGAGEMENT 40,543
  67. 67. It’s not only the smart developers that want 
 chef-driven restaurants.
  68. 68. The biggest retail tenants are demanding top restaurants in their leases.
  69. 69. I had never seen the term “chef-driven restaurants” in a lease until about two years 
 ago. Now I am seeing co-tenancy clauses 
 in upscale mixed-use communities in Ohio, 
 California and Georgia. In some cases, 
 retailers are going as far as naming the 
 top local restaurateurs in the lease. Peter Hartman Partner, Hartman Simons Leading Commercial Real Estate Law Firm
  70. 70. The new-class consumer 
 expects great offerings like 
 walkability, five-star service, 
 a sense of community and…
  71. 71. DELICIOUS FOOD.
  72. 72. CHEERS!
  73. 73. This SlideShare brought to you by
  74. 74. Feel free to share it with your 
 friends or leave a comment, and let 
 us know what you think! DIDYOUENJOYTHIS PRESENTATION?
  75. 75. Flickr / “Banana Republic” by Prayitno Flickr / “The Grove in Los Angeles, from above,” 
 by Eric E. Johnson Shutterstock.com / Crowded Parking Lot Flickr / “Ruby Tuesday” by Mike Mozart Flickr / “Olive Garden” by Mike Mozart Flickr / “Red Lobster” by Mike Mozart Shutterstock.com / Seared Scallops 
 Flickr / “The Optimist” by Peter Bond Shutterstock.com / pcruciatti (Image ID: 150368063) Flickr / “Everywoman's, 1955" by alsis35 (now at ipernity) BravoTV / Top Chef S11E1 Shutterstock.com / Chef of the Future FOX / Gordon Ramsay, Kitchen Nightmares
 Getty Images / Justin Bieber by Ethan Mille
 Flickr / “Tom Brady” by Keith Allison
 Getty Images / Liam Neeson by Larry Busacca Shutterstock.com / Piggy Bank Shutterstock.com / Coffee Shop Blurred Background Angie Mosier Avalon CREDITS Slide 6 Slide 7 
 Slide 9 Slide 10, 11, 12 Slide 13, 14 Slide 15, 16 Slide 19, 20, 21
 Slide 23, 24 Slide 25 Slide 27 Slide 37, 38 Slide 39, 40
 
 
 Slide 43 Slide 74 Slide 76 Slide 77
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