Parmi les tendances de ces dernières années, celle du food hall est probablement l’une des plus intéressante du fait qu’elle remet au goût du jour une façon de consommer qui n’a pourtant rien de nouveau. Sous le nom de food court, food hall ou food market, des centaines de projets voient le jour partout dans le monde avec des thèmes divers et variés dans des espaces parfois surprenants. Au delà d’un nouveau mode de consommation, cette tendance traduit une évolution des usages et des besoins de la part des consommateurs.
Qu’est ce qu’un food hall ?
Appelés aussi food court ou food market, ce concept a pour but de regrouper plusieurs enseignes de restauration, bars, lieux de spectacles et bien plus sous un même toit. Né aux Etats-Unis, le principe de food court revenait dans les années 70 à regrouper des fast food autour d’un seul lieu de restauration au centre de mall, dans une démarche pratique et économique. Si l’idée a déjà traversée l’atlantique dans les années 90, elle n’a pas séduit car trop tournée vers une restauration bas de gamme.
En revanche, depuis quelques années, l’avis général a changé car l’offre n’est plus la même et propose désormais des lieux physiques nécessairement différenciants et expérientiels ou qualité et diversité ne font qu’un.
Le food court se rapporte donc à un lieu regroupant des fast food et, le food hall, sa version améliorée dont raffolent aujourd’hui les européens, propose un concept plus expérientiel et qualitatif, mais les deux termes sont souvent confondus.
Ces halles gourmandes laissent ainsi l’opportunité de consommer des produits frais et variés en un seul lieu quelque soit les goûts de chacun. On s’y retrouve, mange, boit, découvre et expérimente à toute heure. Le succès de ces concepts traduit l’envie grandissante des consommateurs de se tourner vers un mode de consommation différent, plus libre et interactif. L’idée est de proposer bien plus qu’un simple moment de restauration mais un réel moment de partage, de rencontre et découverte, sans contraintes, le tout dans un cadre agréable avec des produits de qualité.
En résumé, les trois atouts majeurs du food hall sont la qualité, la singularité et la polyvalence du lieu.
L’explosion des food halls en Europe
Si cette tendance a autant de succès en Europe c’est grâce à l’impulsion de certains food halls dont la renommée n’est plus à faire.
En Europe, c’est du côté de Lisbonne qu’on trouve le plus célèbre des food halls. Depuis 2014, c’est une véritable attraction locale qui attire plus de 3,6 million de visiteurs par an. Le TimeOut Market regroupe à lui seul huit bars, une douzaine de boutique et plus d’une vingtaine de restaurants. Le concept des TimeOut Market s’est étendu et compte désormais 6 food halls dans le monde entier de Montréal à Chicago en passant par New-York. Des ouvertures à Dubai, Londres et Prague sont déjà programmées pour les années à venir. À quand Paris?
Du côté de la capitale française, les ouvertures se multiplient avec notamment le géant italien Eataly, né à Turin en 2007 et déjà importé à Tokyo et Los Angeles. Installée en plein coeur du marais, depuis 2019, l’enseigne rachetée par le groupe Galeries Lafayette est un véritable paradis pour les amateurs de cuisine italienne. Ici on trouve le meilleur de la cuisine transalpine réparti sur 3 niveaux. Dans ce food hall, 7 restaurants, des boutiques et surtout un marché de produits importés d’Italie. Acheter, déguster et apprendre, telles sont les trois promesses du lieu recevant régulièrement des chefs pour des cours et démonstrations.
Toujours sur le thème de l’Italie qui séduit particulièrement en ce moment, La Felicità, s’est installée à Paris dans les locaux de station F en 2018 sous l’impulsion du groupe Big Mamma. Le succès de ce « Food & Teuf » Market à l’esthétique remarquable ne diminue pas grâce à son univers hors du commun à nul autre pareil dans la capitale.
Les années à venir promettent de nombreuses ouverturesà Paris, Food Society prévoit l’ouverture en septembre 2021 du plus grand food hall d’Europe. L’établissement devrait faire près de 5000m2 et se situer dans le quartier de Montparnasse. La promesse : « un lieu de rencontre unique avec une expérience constamment renouvelée et une offre de restauration et de divertissement inédite ». Affaire à suivre de près.
Les autres Capitales européennes attirent elles aussi ces nouveaux lieux de partage et sont pour la plupart même en avance sur la France. À Londres, le collectif Kerb a ainsi développé son propre incubateur permettant aux restaurateurs de se découvrir avant de lancer leur business. Depuis 2012, cet incubateur possédant maintenant plusieurs food markets dans la capitale britannique permet à de nombreux restaurants de street food de trouver leur identité et s’épanouir.
Un autre concept très abouti est celui du Markethall de Rotterdam. Véritable lieu de vie, cette arche de plus de 40 mètres de haut abrite en son sein, plus de 200 logements. La base de l’édifice accueille un marché couvert où l’on peut trouver quasiment de tout. Évidemment, de quoi se restaurer dans de nombreuses échoppes et restaurants mais aussi des stands divers et variés ainsi qu’un supermarché.
Des ouvertures de food halls qui progressent également en province
En effet, en France, les projets se multiplient en misant sur des concept forts avec les mêmes ingrédients que les food halls parisiens et internationaux.
Un des atouts majeurs de ces food halls sont souvent les lieux dans lesquels ils sont installés. Du côté de Nice, les visiteurs de la Gare du Sud, sont invités à un véritable voyage gourmand. Dans cette ancienne gare se mêlent désormais restaurants et bars aux accents variés mais aussi artistes en tout genre. Tous les produits proposés ici sont de qualités et représentent des spécialités à la fois locales et d’autres régions françaises. Gare du Sud accueille aussi régulièrement des évènement artistiques.
Avec son côté industriel, installé près de la célèbre Cité du Vin, les Halles de Bacalan de Bordeaux accueillent pas moins de 23 stands avec une majorité de produit du sud-ouest. Derrière ce lieu ouvert en 2017, l’entreprise Biltoki, spécialisée dans le développement de halles gourmandes.
Bien d’autres lieux de gastronomie ont vu le jour en France ces dernières années mais la majeure partie est probablement à venir.
Quelques adresses supplémentaires:
- Les Halles du Lez, Montpellier
- Le Food Market, Paris 20
- Heat, Lyon
- Halle Gourmande de la Cartoucherie, Toulouse (ouverture prévue mai 2021)
- Food Hall, Nantes (ouverture prévue fin 2021)
Découvrez aussi ces 5 restaurants aux concepts étonnants 😉
En France et dans le monde, ces nouveaux lieux de restauration réinventent la façon que l’on a de se retrouver, de déguster et de partager pour des moments où la convivialité est le maître mot. En France, nombreux sont les projets du type dans les grandes villes comme dans celles de tailles moyennes. Aux Etats unis, le nombre de food hall est déjà passé de 70 en 2015 à plus de 400 prévus fin 2020. Alors, simple effet de mode ou avenir de la restauration rapide ? Affaire à suivre. En tout cas, au vu du nombre d’ouvertures déjà prévues en France, ce business model devrait perdurer un bon bout de temps.
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