reducing the area, we can reduce the number of lines
presented. For example, to open a store with Tom Tailor
man only”, says Elena Sudakova. It is interesting that not
only the good location of the shopping center is impor-
tant for the company: more and more interesting are
projects with modern tenant mix for the buyer, the pres-
ence of entertainment and edutainment spaces.
The coffee houses Double B do not seem to have speci�ic
requirements, but they may not be accommodated in all
the shopping centers. “Our parameters are quite �lexible.
We can work comfortably in a small space by placing a
small rack. We can take a spacious room, equipping
diverse seating areas for guests. We have a universal
format to a certain extent, so we don’t notice any prob-
lems and don’t need to reconsider our requirements”,
says Anna Tsfasman, the Founder of the international
chain of coffee houses Double B. But she immediately
adds: “We are interested in the fact that in shopping
centers and other spaces our coffee houses were located
as islands”. Examples of such an arrangement: Double B
in Atrium, Aviapark and Metropolis. This is convenient
because such accommodation gives a good overview and
open access for guests.
KFC has a different strategy. As the representative of the
restaurant chain says, over 860 KFC restaurants work in
Russia and the CIS, and each restaurant must correspond
to certain brand standards that are dictated by the parent
company. “We are not ready to revise the reduction of
rented space, because for each restaurant format there
are international rules and regulations that KFC must
consist. For example, to open a restaurant in the street
retail, the format “inline”, the minimum �loor space is 270
square meters”, — say in the company.
Important for tenants are data on attendance of the shop-
ping center. But, Svetlana Yarova notes, tenants are
increasingly asking for data not on the total attendance at
the shopping center, but on its speci�ic area. As a rule, the
children’s zone, the zone where fashion-operators are
located, and the entertainment zone are interesting,
depending on the tenant pro�ile. Retail chains are
extremely important to understand the potential
conversion, so they are glad to reliable data from the
shopping center regarding the quality of the �low of
visitors, and not just the �igures of total attendance per
month. And that is why it is so important to collect the
maximum quantity of data about own visitors, and not
to be limited to the overview of the input traf�ic.
According to Elena Sudakova, before renting retail
space in the mall, the company Tom Tailor requests
data on traf�ic in terms of entrances, �loors, galleries like
for like for two or three years, but not all landlords
today have the necessary �igures, and in any case, the
company carries out the calculation itself.
Keep in touch
“The individual requirement for most retailers now is
the Internet connection stability, download bandwidth
and Internet access fees. Large retailers as a rule either
insist on working with their Internet service provider or
require the landlord to use several providers, including
this clause in the contract. The lack of access to the
Internet connection even for a few minutes can be criti-
cal for the retailer, because buyers can pay online and
pre-order, receiving the goods in the store. This is
important for all sellers of gadgets and technical devic-
es, baby stuff, supermarkets, multichannel projects, and
we expect further requirement strengthening. An exclu-
sive internet service provider in a shopping center may
become rare after a while”, Svetlana Yarova is sure.
“We consider the quality of a shopping and entertain-
ment center to be at least two or better than three
different federal Internet providers”, says Boris Katz,
Leonardo Development Director. “One provider or one’s
own “pocket” provider is a sign of a poor-quality of the
shopping and entertainment center”. In addition, in the
words of Boris Katz, the presence of only one provider
may give rise to claims by the antimonopoly service to
the shopping and entertainment center, which will
consider it to be the imposition of the exclusive monop-
oly provider.
Reach an understanding
before deal
Providers want to realize all costs at the beginning of
the project, including the amount of maintenance and
marketing payments and other additional costs, if the
contract provides. The tenant when calculating the
project payback model takes into account the total
effort rate, and the simpler and �low-through entity the