By Helen Cowie, Centre Director at Eldon Square
Food and beverage were once viewed as a supporting part of the retail experience: somewhere for customers to take a break during a shopping trip. Today, it is increasingly one of the primary reasons people choose to visit.
Consumers expect more when they choose to spend time away from home. Quality remains essential, but people also want an enjoyable atmosphere and something they cannot recreate through takeaway or delivery.
In fact, research published by Barclays in June 2026 found that 56% of UK consumers planned to spend the same or more on experiences and events this summer*. Two thirds said experiences support their happiness and mental wellbeing, while 60% of hospitality and leisure businesses reported that demand for memorable experiences is growing faster than demand for physical products.
For retail destinations, this presents a clear opportunity. Visitors are not simply looking for more places to eat. They want concepts that feel different from the everyday and are increasingly building visits around food and drink experiences, rather than treating it as an addition to a shopping trip.
Experiential F&B does not have to rely on novelty. It is about combining a strong offer with an environment people enjoy spending time in. Entertainment or a distinctive setting can add to the experience, but it must feel relevant to the brand and its audience.
This is changing the role F&B plays within retail destinations. Rather than sitting around the edges of the retail offer, it can act as an anchor. We have seen this evolution clearly through brands that have recently joined Eldon Square. Dave’s Hot Chicken made its North East debut at the centre in the last year, bringing a fast-growing US concept with a strong online following to Newcastle. Its customisable spice levels and graffiti-style interiors show how a quick-service restaurant can create an experience customers want to share.
The opening of Freight Island has taken this principle to a much larger scale. The 60,000 sq ft rooftop destination has transformed part of the former Debenhams department store into a major hospitality and entertainment venue.
Its 9 independent kitchens and three bars sit alongside a programme of music, sports screenings and events. This allows the venue to change throughout the day, welcoming families in the afternoon before becoming part of Newcastle’s evening economy.
The mix of operators also reflects the importance of local relevance. Newcastle favourites feature alongside other independent Northern businesses, helping Freight Island feel shaped around the city rather than like a concept that could have been placed anywhere.
Flight Club, which opened at Eldon Square last November, added another dimension by combining high-tech social darts with food and cocktails. Hospitality was integrated into the activity rather than treated as a separate part of the visit.
These additions demonstrate how broad a modern F&B mix needs to be. No single format will suit every visitor. The opportunity lies in introducing operators that meet different needs while each adding something distinctive to the destination.
As Eldon Square’s mix has expanded, we have seen F&B sales strengthen. However, the commercial impact should not be judged through restaurant sales alone. The wider benefit can be seen when customers stay for longer, return more regularly or continue spending elsewhere within the destination.
F&B strategy must therefore be considered as part of the complete customer journey. An exciting brand will only reach its full potential if its location and opening hours work effectively alongside the surrounding retail and leisure offer.
Ultimately, food and drink has moved beyond complementing retail because it gives people a reason to spend more time together. The industry’s challenge is no longer simply to provide somewhere to eat, but to create places customers genuinely want to visit and return to.
For more information on Eldon Square’s recent new openings, please visit: https://eldonsquare.co.uk/
