As upwardly-mobile millennials become fully immersed in the child-rearing phase of their lives, new retail tenants are popping up that specifically cater to this Generation Alpha/younger-aged Generation Z demographic. One such brand that believes it can capture this audience is the Canadian-based Little Kitchen Academy.
The child-focused cooking class tenant is on a mission to have new franchises throughout the U.S., and the brand opened its first American unit in the Westfield Century City mall in Century City, Calif., in August. More units are expected this year throughout the Northwest and Colorado, with additional growth targeted throughout the South and the North Central states. Shopping centers in major metro areas with a growing family base are sought after, and preferred co-tenants are those that appeal to both parents and children.
Little Kitchen Academy has already proven to be an attractive addition to malls.
“It’s captivating and brings great traffic to any shopping center,” said Brian Curin, the co-founder and president of Little Kitchen Academy. “Little Kitchen Academy helps shopping centers become more of a destination for the whole family.”
The three-hour long classes appeal to parents who want elevated experiences for their children that are not only fun, but also educational.
“We are able to provide an environment where children aren’t just learning how to cook,” Curin said. “While making recipes we also expose children to the basic fundamentals of math. Children learn patterns, yields, time management and fractions. They also work with science by adding or subtracting heat from matter, watching yeast bloom and adding different elements to form reactions. They even strengthen their reading while going through a recipe together, learning descriptive words.”
The Little Kitchen Academy concept, within the last six months, has grown from one single unit to having more than 140 different locations in development. Expect the trend of child-centric tenants to continue to gain in popularity in the U.S., especially with those brands that successfully combine enjoyment with practical learning.
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