Global Food & Beverage Consultants 

Viru Keskus is Estonia’s leading fashion destination in the heart of Tallinn, long regarded as the country’s style “Mecca” yet historically underserved in terms of food and beverage. THINK Hospitality were engaged to redefine the F&B strategy, transforming the asset into a vibrant, on-trend culinary destination that would convert existing visitors, extend dwell time and attract a younger generation of consumers.

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The brief centred on creating a dynamic and commercially compelling F&B vision that made better use of the mall’s footprint, including its underutilised terrace, while exploring opportunities linked to delivery, takeaway and evening trade. Through our proprietary customer and occasion modelling methodology, we identified key gaps in the market, assessed the competitive landscape and drew inspiration from international best-in-class destinations to inform a future-ready strategy.

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We developed a comprehensive masterplan for the site built around six core F&B zones, anchored by a signature food hall designed to become the cultural and social heart of the centre. THINK Hospitality continued to support the realisation of the vision through end-to-end involvement, working closely with architects on space planning, designers on interiors and branding and leasing partners on tenant mix strategy. We also facilitated the landmark international agreement that secured world-renowned brewer Mikkeller as the anchor operator for the 15-unit food hall.

The redeveloped F&B destination launched in 2022 and achieved major early success, welcoming more than 560,000 visitors within the first two months of trading, far surpassing initial projections and firmly repositioning Viru Keskus as one of Tallinn’s standout dining and social destinations.