The Role of F&B Strategy in Placemaking and Community Activation – A Q&A with Sean Paul

As cities look for ways to build places that bring people together and create a sense of identity, food and beverage has emerged as one of the most effective drivers of placemaking.

From clustered F&B to curated ecosystems of restaurants and other outlets within urban development projects, F&B now plays a central role in creating value for cities—driving cultural, community and commercial goals.

Sean Paul, Strategy and Master planning Director at TGP International, has led F&B master planning projects across the world. His work spans food hall concept development, mixed-use developments and city-scale destinations, with a focus on integrating F&B to improve the guest movement, foster repeat visits and deliver long-term value.

Here, he shares his perspective on the evolving role of F&B in placemaking, drawing on projects such as Expo 2020 in Dubai and King Salman Park.

1. When planning a new destination, how early should F&B be considered?

F&B must be part of the conversation from the outset. As urban centres become more dense, diverse and dynamic, curated F&B ecosystems are increasingly relied upon to activate spaces, enhance placemaking and underpin community development.

By planning food and beverage as an integral, programmed element of the wider environment, placemaking consultants can influence how people navigate a space, how long they remain, and the overall energy it creates. 

It is also when deeper market analysis and hospitality advisory services can reveal what communities want, helping shape an offer that feels authentic and relevant from day one.

This is particularly important as urban centres grow denser and more diverse, with 68 percent of the global population projected to live in cities by 2050. Communities increasingly expect developments to deliver more than function, with 76 percent of consumers believing cities must offer new experiences to remain relevant.

At Expo 2020 Dubai, F&B was embedded into the masterplan from the start. Dining venues were positioned as natural pause points, encouraging visitors to flow through different districts with ease. This approach encouraged exploration making food and beverage inseparable from the overall experience.

Its impact extended well beyond the six months of the event, with F&B generating over 16 million meals across more than 200 outlets, many of which continued to thrive afterwards. Crucially, the strategy laid the groundwork for Expo City Dubai, where curated food brands are now central to the city’s evolving identity and long-term appeal.

Planning early also delivers practical benefits. It allows organisers to sign tenants while engagement is highest, ensures spaces are designed to adapt and remain relevant, and creates ecosystems where operators support one another through coordinated programming such as Brunch City or Hai Ramadan.

In this way, food programming serves not only as an immediate catalyst for engagement but also as a lasting pillar of urban legacy.

2. Which sectors benefit most from F&B master planning? 

F&B strategy has value across a broad spectrum of projects. Hotels benefit from concepts that engage both travellers and locals, with tailored planning helping operators unlock the true potential of their assets and create sustainable revenue streams. In retail environments, dining has shifted from being a secondary draw to becoming one of the main reasons people visit.

The approach is equally relevant the mega event space, where early planning shapes the entire visitor journey. For instance, at Expo 2020 Dubai, food was positioned as a central part of the masterplan and continues to drive value today through the legacy of Expo City Dubai.

Similar strategies are now shaping the upcoming Expo 2027 in Serbia and landmark projects such as King Salman Park and Qiddiya in Saudi Arabia, where F&B is being positioned as a cultural and social anchor.

Legacy or underperforming assets, such as ageing malls or civic spaces, can also be re-energised with curated F&B strategies.

By introducing diverse concepts, through restaurant concept development, that reflect community tastes and expectations, these environments can evolve from transactional settings into vibrant destinations.

Al Mamlaka in Riyadh is a strong example, where the transformation of Kingdom Centre Mall into a social dining hub significantly increased foot traffic and created a dynamic platform for both global brands and local talent.

Mixed-use developments also rely heavily on dining to connect residential, office, hospitality and leisure components. In the right mix, these spaces become cohesive communities rather than a collection of separate uses.

Rotating concepts, seasonal activations and flexible layouts ensure they remain fresh and relevant long after launch.

Learn How to Build a Winning Mix of F&B for Food Halls

3. How does F&B tie into the integration of Retail, Dining & Entertainment (RDE)?

Retail, dining and entertainment are increasingly merging and food and beverage has become the anchor around which these destinations are defined. F&B is the most reliable driver of visitation, dwell time and repeat engagement.

Strategically positioned restaurants and cafés extend the value of surrounding retail and leisure by encouraging visitors to stay longer and participate across multiple activities.

For retail-led destinations under pressure, curated dining programmes have proven to be an effective mechanism for repositioning assets and restoring commercial and social relevance.

At the scale of giga projects such as Expo City Dubai or the new mixed-use districts emerging in Saudi Arabia, food and beverage planning functions as core infrastructure. It shapes the flow of people through the environment, activates public spaces, and provides the cultural layer that gives developments their identity.

Within RDE projects, F&B is not an addition but a structural component that underpins both commercial performance and community resonance, often supported by event management services to ensure smooth activation.

Explore How Food & Beverage Strategy Is Shaping the Future of Urban Spaces

4. How can early F&B planning support ESG and social goals? 

When sustainability and social impact are built into the F&B plan from the start, they can be more effectively integrated into operations. This can include sourcing from local producers, designing energy-efficient kitchens, reducing food waste, and creating inclusive environments. It also helps address operational challenges in restaurants, ensuring efficiency is balanced with impact.

In many projects, F&B has also been a platform for workforce development. At large-scale events, for example, training programmes and partnerships with local operators have supported skills transfer, entrepreneurship and long-term employability. The same principles can be applied in permanent developments, ensuring benefits continue well beyond the launch phase.

5. How can food offerings reflect the cultural context of a place? 

Food is one of the most immediate ways to express a destination’s identity. The most effective strategies balance authenticity with accessibility, giving guests the confidence to explore new flavours in settings that feel open and welcoming.

At TGP, this often means collaborating with local operators, artisans and chefs to ensure cultural narratives are presented with clarity and credibility. At Expo 2020 Dubai, for instance, heritage-inspired dishes were offered in approachable formats that engaged international audiences while staying true to the roots of each cuisine.

The F&B Trends Report 2025 highlights that 76 percent of consumers believe cities must deliver new experiences to remain relevant, while 80 percent value a strong sense of place, though only two-thirds feel connected to their local communities.

Authentic food experiences close this gap, forging meaningful bonds between visitors and destinations while reinforcing cultural pride.

In Saudi Arabia, we are also seeing strong demand for homegrown talent. Programmes developed with the Ministry of Culture have supported emerging chefs by assessing their strengths, building roadmaps for growth and helping them evolve into sustainable, profitable businesses. Over time, these initiatives ensure that local brands become core contributors to the Kingdom’s F&B landscape, enriching both the economy and cultural life.

Looking ahead, projects such as Expo 2027 in Serbia highlight how food culture can serve as a powerful tool of national storytelling on a global stage. By embedding authenticity into every layer, from sourcing to storytelling, F&B can shape identity, promote heritage and drive community connection in ways that endure well beyond the launch of a project.

6. What makes food halls and rotating vendors effective in community activation? 

Food halls are now established as one of the strongest models for asset owners and developers. Their structure combines commercial resilience with placemaking outcomes, offering flexibility, variety and a format that adapts to evolving consumer expectations.

For visitors, the appeal lies in diversity and renewal. Rotating vendors and seasonal activations create a sense of discovery that encourages repeat visits and strengthens loyalty. For operators, lower entry barriers open pathways for start-ups and emerging chefs, adding local relevance and innovation alongside established brands.

For developers, the benefits are measurable. Food halls extend dwell time, increase tenant performance and enhance overall asset value.

At Al Mamlaka in Riyadh, visitor numbers rose by 35 percent following the introduction of rotating food vendors, demonstrating the role of F&B in repositioning major destinations. Depachika at Nakheel Mall in Dubai has grown into a community hub where everyday convenience intersects with a sense of occasion.

These venues also deliver on community and cultural goals. They create inclusive spaces, support entrepreneurship and act as anchors for social engagement. By balancing flexibility with long-term commercial impact, food halls have become a future-ready model that meets both market and community priorities.

Read More About Why Food Halls Are the Golden Formula for Developers

7. How do you balance different stakeholder priorities in F&B projects? 

It starts with a clear strategy that reflects shared objectives. Developers may prioritise long-term asset growth, operators’ daily profitability and communities’ access and relevance. The best plans accommodate all three by blending proven crowd-pullers with concepts that express the local character. Often, this requires the expertise of a restaurant management consultant to align these different priorities.

When done well, strong performance supports reinvestment, maintaining quality and keeping visitors engaged, which in turn sustains long-term growth for all stakeholders.

8. What have been some of your favourite F&B master planning projects at TGP?

King Salman Park in Riyadh is remarkable in scale and ambition, with potential to become a cultural landmark. It offers an opportunity to combine food, nature and community in ways that are both every day and extraordinary.

Expo 2027 in Belgrade is another exciting project. Here, F&B plays a central role in telling Serbia’s story, using culinary heritage to connect local identity with international audiences.

Discover How Giga Projects Are Driving the Next Wave Of F&B Innovation

9. If you could offer one key idea for anyone planning a food-led destination, what would it be? 

Plan for longevity. Spaces must adapt to changing tastes and market conditions while remaining anchored in authentic experiences. A focus on quality, flexibility and cultural relevance will ensure they remain meaningful over time.