As the region’s biggest advocate for food halls and their power to elevate dining experiences for entire communities, we were thrilled to collaborate with one of the UAE’s oldest and most established fresh food retailers to deliver their own spin on the food hall model.
Following the launch of Spinneys' first-ever standalone food hall venue, located in the heart of Dubai’s most famous mall, we uncover key insights from Leena Al Jawad, Head of Design at Spinneys Dubai, about the development of this project and its role within the company’s evolving portfolio.
1. Why did Spinneys decide to develop a standalone food hall? What were the primary goals behind launching the Kitchen by Spinneys?
Spinneys is a leading fresh food focussed supermarket in the region and following the success of the Spinneys retail deli counters, we wanted to take it to the next level and create a standalone concept focusing on high quality healthy and ready-made food with a mission of “food for now, food for later”.
2. What is the overarching design concept for The Kitchen by Spinneys?
The Kitchen by Spinney’s is a modern food hall that provides exceptional freshly made food, comforting, beautifully designed Surroundings and convenience with a focus on value and quality.
3. Can you give us an overview of the design and development process for this food hall?
The most important aspect for us was the customer flow and ensuring that the customer is experiencing the pillars of our concept throughout their journey. It was vital that we showcase freshness by creating a theatrical experience where possible, while maintaining a comfortable easy customer flow.
4. How did Spinneys and TGP work together in the development of this project? Which areas of specialty were utilised?
TGP were great at guiding us through ways we can communicate our concept by way of design. They were able to understand who we are and what we want to achieve in such a complex site as this in Dubai Mall. They have a fantastic Design team who came up with multiple design solutions which led us to where we are today.
5. What were the biggest challenges you faced during the design and development process?
Our Dubai Mall site came with many challenges, such as ceiling height restrictions, the shape of the site, lack of power availability amongst other challenges. Our fantastic consultant teams along with TGP were able to come together to come up with solutions to overcome all the challenges and the result is fantastic.
6. How does this new food hall concept fit within Spinney’s evolving portfolio? Does the company plan to develop more in the future?
The Kitchen by Spinneys Food Hall is a wonderful addition to our portfolio, it really is the epitome of all our strengths in one. Our next Food Hall will be opening in Creek Beach and we have many more in the pipeline.
7. What trends in retail, dining, and entertainment (RDE) do you see as most influential right now, and how have they shaped your approach to this project?
The mainstream fast-food idea has evolved dramatically to healthy choices, now that people are more health conscious. The trend is moving more towards having personalised food choices, such as ‘make your own salads or smoothies. The food hall concept offers a variety of freshly made food choices to support our ever-growing busy lives.
8. In your opinion, how relevant is the food hall model in today’s retail and dining landscape?
Most people don’t have time to cook at home anymore, they want fast, easy and freshly made food options that offer great value without compromising on quality. The Food Hall is a fantastic concept to support and keep up with the busy lifestyles of today’s customers.
9. Where do you see the future of food retail and broader RDE developments heading in the next 5-10 years?
I think the food industry will continue to grow in terms of freshness and food experience with more of a focus on expertise, quality and variety as well as combining convenience, atmosphere and social elements.
10. Would you consider this project a success? How has the venue been received by guests since it opened?
This opening of the kitchen by Spinneys has been a success for Spinneys as we continue to lead the way in the retail fresh food space. The Dubai Mall location has gathered a lot of traction being such a high footfall site. It has sparked interest for more locations to come. Our next Kitchen by Spinneys will open its doors in Creek Harbour in Q4 this year.
