How to maximise your outdoor space as a food retailer

As independent retailers look for new ways to stand out and strengthen customer loyalty, the space beyond the shopfront is becoming just as important as what happens inside it.

From thoughtfully designed courtyards and garden terraces to expansive retail destinations that encourage visitors to linger, outdoor environments are evolving into powerful commercial tools. More than simply an aesthetic upgrade though, these spaces can help businesses attract footfall, extend dwell time, create memorable experiences and build deeper connections with customers.

Whether in urban neighbourhoods or across large-scale retail estates, taking business outside is opening up new possibilities for growth, community and long-term brand value, as our experts reveal.

Added value

As well as providing the customer with a place to enjoy their wares and the surroundings, outdoor spaces can actively reshape how customers understand value, explains Stefano Cuomo, CEO of Macknade. “Everything has got to have some added value for the customer; just saying you can sit outside in the sun isn’t really enough – it’s got to be an embedded experience, and of course that depends on the space you’ve got. We’re fortunate to have a seven-acre site; traditional farm shops tend to have larger outdoor spaces, so we’ve got space to do things – we’ve got a bar, and other food and retail beverage offers and we’re linking with other businesses in the area.”

As such, independent retailers are increasingly treating outdoor areas as part of the overall brand experience, rather than simply an add-on. For Macknade, the concept of outdoor seating becomes more than just the seating itself; it becomes an experience, and a facilitator for outdoor events and experiences. “It’s not just about the food and drink at the core of all activities; it’s about how people want to hang out and how they’re going to get satisfaction and enjoyment from that space. With outdoor spaces you can bring the products off the shelf – you can taste them, enjoy the music, and bring them alive. People then realise there’s a reason why a product costs £25 on the shelf.”

“Outdoor space has become incredibly important for us as we’re based on a working farm,” adds Amy Elles of Stocks Kitchen. “People increasingly want food experiences to feel connected to place, season and landscape. We’re lucky to be based at Bowhouse, as the setting already gives that naturally, so we are going to lean into it in the future with long-table dining, fire cooking, courtyard events and encouraging people to linger rather than rush through.”

Second sale opportunities

Enabling customers to try – and enjoy – products beyond the shelf can also result in higher margin experiences, creating commercial opportunities that extend beyond immediate retail sales, says Oliver Stubbins, managing director at Welbeck Farm Shop.

“Outdoor areas are essential to our offer and success. In addition to a large car park, our courtyard provides an open and welcoming space, with options to consider and browse, putting visitors in control of where they’d like to visit. There are no forced walkways, and lots of space to sit on the walls and enjoy lunch, or an incredible coffee from our very popular takeaway horsebox, which we introduced last year.”

This increased dwell time is also facilitated by the larger Welbeck Estate that the farm shop sits within, plus the fact the ethos of the estate neatly aligns with the farm shop and the outdoor spaces. “The outdoor spaces complement our shop ethos which focuses on wellbeing, eating well, being active, and enjoying outdoor spaces. They go hand in hand, and our visitors can enjoy all these here at Welbeck, along with free parking.”

Destination economy

While some independent retailers may be experimenting with curated outdoor spaces, larger estate-based destinations are taking the same principle and applying it at scale, and becoming destinations in their own right.

“Welbeck is a 15,000-acre estate set within the heart of Sherwood Forest, on the border of North Nottinghamshire and Derbyshire, offering far more to explore beyond the Welbeck Farm Shop. Visitors can enjoy contemporary art at the Harley Gallery and discover historic treasures in the Portland Collection, before stopping for refreshments at the Harley Café. The estate is also home to a Garden Centre, a Rum Distillery, a Brewery, the School of Artisan Food, and two pre-bookable dog parks. There are also picnic areas and seasonal open days at the Kitchen Garden, where visitors can see where much of the produce sold in the Farm Shop is grown.”

The same applies to Macknade; rather than existing and operating as a traditional farm shop, it’s using its outdoor space to also evolve into a lifestyle-led destination that complements the food sold in the farm shop. Part of its offering now includes a wellness offering from Kent-based Sea Scrub Sauna. “We’ve got a wood-fire sauna, hot tub, and two whisky barrel cold plunges. There’s a strong community who sauna; while they might not necessarily be ingrained in the food and drink community in the first instance, by linking the two businesses, they benefit one another.”

3 top tips from Stefano Cuomo, CEO of Macknade

● If you’ve got the space and assets, you’re in a strong position to start
● Identify whether you take on the work yourselves or work with a partner
● Consider your business model; assess why you’re doing it and what value it can bring to the customer