A new food hall under the Druzhba brand will soon open in the Embankment Tower, one of the towers of the Moscow-City business cluster. The project is being implemented by AssortiDa, which previously operated a similar food hall in the Druzhba shopping center near the Novoslobodskaya metro station. The new facility is planned to open in the premises previously occupied by the French corporate catering operator Sodexo, which transferred its Russian business to IFCM Group in 2022.
Advantages of the new location and features of the food hall
The new food hall will occupy 1,800 square meters and feature 22 corners with 400 seats. Experts note that the choice of location within Moscow City is a key advantage for the project, as daily traffic in this business cluster reaches 150,000 people. This guarantees a stable flow of visitors throughout the week, which distinguishes Moscow City from shopping malls, where the bulk of the customer influx occurs primarily on weekends.
The difference between food halls and food courts
Food halls and food courts, despite their superficial similarities, differ conceptually. Food courts are typically dining areas in shopping malls with quick service and a standard selection of fast-food restaurants. Food halls, on the other hand, emphasize unique culinary offerings from independent chefs and local brands, often with a signature approach to cooking. Food halls offer a more varied and high-quality menu, creating an atmosphere that attracts not only a quick bite but also a longer stay.
Development of the food hall segment in Russia
The food hall segment in Russia continues to gain popularity, and Moscow City is a logical step in this development. The food hall format is not only replacing traditional food courts but is also attracting increasing numbers of investors due to strong consumer demand. According to ADG Group, food hall turnover increased by 27% in the first half of 2024, while the number of receipts increased by 17%. Given these trends, 33 new food halls are expected to open across Russia in 2024—a 57% increase from the previous year.
AssortiDa's plans and prospects
Although AssortiDa isn't a dedicated food hall operator, it's taking an ambitious step toward expanding its presence in the food service market. Until now, its operations have focused on leasing and subleasing large commercial spaces, but its successful experience managing the Druzhba gastronomic space on Novoslobodskaya Street has inspired the development of a similar project in one of Moscow's busiest business districts.
Forecasts for the food hall market in Russia
According to experts, the food hall market in Russia has not yet reached its peak and will grow at an accelerated pace in the coming years. Vladislav Zemsky, founder of Zemskiy Group, notes that this segment has the potential to outpace the overall restaurant market. The Russian food service market is already showing positive growth: from January to May 2024, its turnover increased by 15% compared to the same period last year, reaching 1.28 trillion rubles.
Conclusion
The opening of the Druzhba food hall in Moscow City could be a significant step for AssortiDa in strengthening its market position and attracting new investors. With proper management and a successful concept, the project could generate up to 30% net profit, making it an attractive option for subsequent resale, should the owners choose such a strategy.
Thus, the new Druzhba food hall in Moscow City is not only a significant event for the capital's gastronomic life, but also a reflection of trends in the food service market, where food halls are beginning to play an increasingly important role, gradually displacing traditional food courts and finding their niches in both business and residential areas.
