MyZeil Frankfurt: Spaces at new F&B area “Foodtopia” successfully leased to exciting food concepts

Two international food retailers debut in southern Germany / Current occupancy at approximately 80%

The implementation of the new F&B and entertainment area “Foodtopia” at MyZeil shopping center in Frankfurt is making considerable progress: More than one year before its scheduled opening and prior to the intended construction start, ECE has already reached agreements with many exciting national and international food concepts. They include “Friends&Brgrs”, who will open their first location in southern Germany, a restaurant of Sander Group, La Maison du Pain, Dean&David, as well as ALEX, COA, and the premium cinema Astor Film Lounge. In addition, a renowned, international restaurant concept will also open their first location in southern Germany. Most of the space at “Foodtopia” – approximately 80 percent in total – has been leased.

The selected concepts at “Foodtopia” particularly match the “Foodtopia” concept – providing the right offering for every time of day – from breakfast in the morning to the cocktail late at night. The few, mostly smaller spaces that are still vacant will be leased to operators who complement the food mix “Foodtopia”. Construction work for the new F&B area is planned to commence in February 2018, the opening has been scheduled for spring 2019. Besides the already ongoing upgrade and refurbishment of the shopping levels, “Foodtopia” is the second element of the modernization of MyZeil and its repositioning as a modern shopping, lifestyle, and entertainment destination.

“The current high occupancy rate is an overwhelming success. I'm delighted that our new food service and entertainment concept for MyZeil has been received well by the market and that we were able to convince so many exciting tenants of 'Foodtopia',” said Steffen Eric Friedlein, Managing Director Leasing at ECE. “'Foodtopia' will be a special and unique experience. We will practically reinvent food services at the center – and create a perfect place for leisure, dining, shopping, and have a good time.”

These are the tenants for “Foodtopia”:

  • The renowned “Sander” Food Service Group will open its first brick-and-mortar restaurant concept and its first ever location in a shopping center at MyZeil. This innovative concept offers “classic” German dishes that are served fresh, modern, with regionally-produced ingredients in an appealing urban atmosphere. The Germany-based company has been successful in the food service market for more than 40 years and will now employ its food service expertise to operate brick-and-mortar restaurants.
  • The Finnish fresh casual burger concept “Friends&Brgrs” that only uses fresh self-produced ingredients. The company will open its second location in Germany at MyZeil.
  • One of the highlights of MyZeil will be one of the first German locations – and the first location in southern Germany – of an internationally renowned restaurant concept of supreme quality that is very popular and, thus, has a large significance in the market. The concept serves fresh, modern Italian cuisine in a casual atmosphere. Its name will be revealed at a later date.
  • “La Maison du Pain”, will add southern French charm to MyZeil. The concept is a mixture of Boulangerie, Patisserie, and Brasserie with French flair, fresh pastries, and a culinary lifestyle par excellence.
  • Fast casual lovers will certainly enjoy the fresh food and salad manufacturing concept “Dean&David”, that will open another location in Frankfurt.
  • Furthermore, “ALEX”, a restaurant and bar concept with diverse offerings which has already been successful in Frankfurt shall come to “Foodtopia” and open a second location at an ECE-managed center. Its menu comprises diverse international dishes including a breakfast buffet, salads, and steaks. At night, visitors can enjoy a bar menu and atmosphere.
  • The fresh casual concept “COA”, which offers fresh Asian cuisine in a modern atmosphere, has been at MyZeil for a long time and will also move to the “Foodtopia” F&B area with a brand-new restaurant design.
  • Negotiations are currently ongoing for the few remaining vacancies with a premium international coffee house operator who intends to present its new concept in Germany at MyZeil in Frankfurt for the first time. In addition, the small spaces are intended to be occupied by operators, who will further complement the offerings at “Foodtopia”, such as innovative pop-ups, a market stand, a bar, or especially regional operators.

The diverse, high-quality tenant mix is the core of the “Foodtopia” concept that plans to provide a broad range of different international and premium regional food concepts with different themes for every time of day and for every taste. The interior of “Foodtopia” will be inspired by the retail concepts and the vivid atmosphere of a market hall. It will include design elements from international food industry with an urban-gardening and vintage-industry style to create special urban flair and a unique atmosphere. The highlights of “Foodtopia” include the new outdoor terrace facing the Zeil shopping promenade as well as the redesigned western terrace with a sunroom, which will also house food services and gives way to amazing views on the Frankfurt skyline.

Astor Film Lounge has already been confirmed as a tenant and will provide the premium entertainment offer of the center. The movie theater combines a classic cinema atmosphere with innovative movie technology, unique services and convenience, such as adjustable leather seats, a cloakroom, and at-seat service. It will comprise five screens, among them a large cinema hall with 220 seats, two mid-sized, and two “library movie theaters”.

“'Foodtopia' will become the icing to the cake of Frankfurt’s main shopping area MyZeil – and we will establish a new era: the era of shoptainment,” said Center Manager Marcus Schwartz. “We will create a place with the largest variety of food services in downtown Frankfurt and a real hot spot in the city. I'm very pleased that its construction will commence shortly and that we will finally build this great place.”

Besides the new F&B area, the other floors of MyZeil will also undergo a thorough refurbishment and upgrading: This includes a new entrance area with a high-quality design, the relocation of the escalators and a new connection from the fourth to the second floor with two escalators, more comfortable restrooms, and the redesign of the mall. High-quality material, new elegant seating and better lighting that will create a comfortable and modern atmosphere. The aim is to improve the services on site and the quality of stay for the customers even more. In addition, the current tenant mix at MyZeil will be optimized and will focus strongly on high-quality, international concepts and bringing in additional sportswear retailers. Deutsche Asset Management, who owns the center, and ECE/The Otto family will invest an average amount in the tens of millions euros into the refurbishment.

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