Maynineteen, the UK’s leading experiential retail events company, has revealed its latest concept for Hammerson. The team have created the first food tasting tour of UK shopping centres, called ‘Summer Food Fest’, an event which will kick off in Union Square, Aberdeen on 26-27 of July before continuing on to 8 more shopping centres.
The event, which showcases the centre’s food retailer’s dishes, was inspired by research from Scala on the trends of dining out in the UK. The socio-demographic group consulted reflected the nation, by age, gender and geography. The results revealed that Brits are adopting an American style of dining, by eating any time of day from 11am to 5pm for lunch, and becoming more adventurous with 70 per cent favouring international cuisine.
Founder and business development director at Maynineteen Katie Coombes said: “It is always very exciting working with our client Hammerson, they are very open to our creative concepts and we love bringing them alive. Maynineteen is breaking the boundaries of brand exclusive tasting and sampling events by giving food retailers the opportunity to participate in an event and showcase their breadth and depth of range.”