It seems awfully enticing: a restaurant location with a built-in market of ready-to-spend customers. Many restaurateurs look to shopping mall sites as an ideal setting for new ventures or for additional units of an existing concept, and in many cases malls offer great potential for business success. But the wise operator needs to understand how mall locations work and how they differ from a more traditional streetscape if he wants to be competitive.
Robson, S. (2011). Mall sense: How to maximize business in a mall setting [Electronic version]. Restaurant Startup and Growth, 8(2), 30-34. Retrieved [insert date], from Cornell University, School of Hospitality Administration site: http://scholarship.sha.cornell.edu/articles/145/