Food Courts: Growth of the Food Court

The early food courts used a cafeteria-based model with trays and self-bussing of tables, all practices drawing on Americans’ new familiarity with fast food outlets. Disposable silverware, central drink machines, and packaged condiments reinforced a very utilitarian experience that encouraged turnover as patrons sat on hard plastic benches or at small table configurations. There were usually one or more employees on duty to clean tables, wipe trays, restock items, and direct diners to nearby restrooms. Consumers accepted this mall-based fast food persona because they had learned it patronizing the suburban quick service chains and drive-ins, which helped mall operators ensure that consumers knew the process and were not intimidated by it. The early food court could also be hard to keep clean and was poorly decorated, sterile, harshly lit, and extremely noisy. Diners also had to reconcile the fact that stores prohibited food and drinks; thus, a premium was placed on consuming food in the food court. Low cost and easily affordable food choices ensured that mothers with small children and others chose the food court as a respite from the overstimulation of the mall. In turn, families became important consumers early on, as did mall employees, single shoppers, and teenagers, although loitering was discouraged for all groups. At the height of the mall movement, the majority of malls had a food court or a designated area where food vendors congregated. Some malls do not refer to a food court, instead situating food outlets near the main entrances. The formal food court offers a central seating area and the informal is composed of like grouped outlets.