As the retail shopping center industry continues to embrace experiential concepts, such as restaurants, entertainment, wellness and fitness concepts as a driving force behind their merchandising mix, a similar transformation has moved into the Chicago suburban restaurant scene. New tech-forward concepts, designed to engage the consumer at every turn, are being introduced to enhance the dining experience.  These experiential enhancements bring a highly customized approach to meal selection, ordering– and even pouring craft beer.

One example is Tapville Social, a creative Chicago suburban restaurant concept that has become an integral part of the downtown social scene in west suburban Naperville and Elmhurst. With an engaging backdrop of self-serve beer and wine stations, customers drive the dining experience, from the swipe of a credit card to an IPad ordering system to free pouring craft beer.  Entertainment is also on the menu in the form of trivia nights and other engaging social activities. The experience is highly customer-driven and focused on efficiency — less waiting time for food and drinks, more time to socialize.

Tapville Social Expands: Rosemont and Beyond

This American-food themed restaurant concept has caught on quickly, prompting expansion plans that will take Tapville Social to select markets nationally. The concept is also expanding to reach other slices of their key demographic (30 to 49-year olds with $100K income and above).

One new segment is the high traffic retail shopping and convention scene. A kiosk “sip and shop” approach will debut soon. Customers can pour a beverage and go, sipping as they shop. The focus is on safe, responsible consumption in a family-friendly environment. Look for expansion to convention sites in the near future, as well.

To satisfy investors’ appetites to tap into this important demographic, both concepts are also being offered as restaurant franchise opportunities as well.

The Big Picture: Chicago Suburban Restaurants

The Illinois restaurant scene is a $30.1 billion industry in Illinois, with some 25,000 eating and drinking establishments and growing, according to the Illinois Restaurant Association. In an industry that strives to always stay relevant, new Chicago suburban restaurant concepts such as Tapville Social are keeping the industry in the forefront of consumer trends.

According to Restaurant Hospitality, nearly one in three Americans prefers a restaurant dining establishment that has food, drinks and activities.  And, 24% want more “eatertainment” venues. This all bodes well for creative concepts that can keep consumers engaged — and returning for more.

For the latest on Tapville Social’s expansion plans, contact Nick O’Donnell or Christina Caton Kitchel. As the exclusive master tenant representation team, they are actively looking for high traffic retail shopping sites to support this expansion.