London Inc. September 2021 - 25

FOR MASONVILLE
PLACE, ADDING
A CHARACTER
PLAYER LIKE
THAIFOON IS
ANOTHER WAY OF
DIFFERENTIATING
THE CONSUMER
OFFERING, WITH
A FOCUS ON
EXPERIENCE
a community hub. Which means in
addition to the bigger players - those
chain operations that for years have
dominated the mall and suburban
scene - the door is opening for smaller
independent operators.
" They're all corporate, " Beg says
of most of dining options in the city's
north end. " There's not many options
of small, family businesses, Londonmade.
There hasn't always been much
that felt super unique to London. "
It's obvious Beg wants to get it just
right. It's a big step, and not one without
significant financial demands and
risk. But those six years were up, and so
it is, after all, time for his next act.
KIERAN DELAMONT
Thaifoon owner, Fouzan Beg
(Toronto-based Cadillac Fairview
Corp. in the case of Masonville Place)
are increasingly looking to team up
with places just like Thaifoon - spots
that bring a unique, local quality to
mall spaces, which can often feel quite
interchangeable.
At Masonville Place, the move in
this direction has been on display for a
while now, with the addition of upscale
chains like The Keg and Milestones, as
well as the entertainment destination
The Rec Room. Adding a character
player like Thaifoon is another way of
differentiating the consumer offering,
with a focus on experience.
" Smart mall owners are viewing
food-and-beverage venues as the new
anchor that will enhance their destination
appeal, " Deloitte writes. " The next
generation of food options in malls will
bring us exciting innovations. "
" It's like moving from a small business
to a small business that does it in
a bigger way, and a bigger way has to
have that bigger structure, " Beg says.
But that bigger structure, he points
out, is also looking to become more of
SEPTEMBER 2021 | londonincmagazine.ca | 25
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London Inc. September 2021

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