Very Thai’s New Outpost Brings Thai Street Food into a Busy Los Angeles Mall
Very Thai, the popular purveyor of Thai street fare, is opening a new outpost inside Westfield Century City, bringing its market-style menu closer to shoppers and local office workers. Known for lively flavors and an immersive approach to casual Thai dining, the brand aims to recreate the energy of Thailand’s night markets within a mall food hall setting.
What the New Location Offers
– Opening Date: July 15, 2024
– Address: Westfield Century City, Food Court — Section B
– Signature Items: Pad Thai, Tom Yum Soup, Thai Iced Tea, Mango Sticky Rice, Som Tum
– Hours: 11:00 AM – 9:00 PM daily
Expect an open-kitchen feel—bright decor, quick-fire wok stations, and a soundtrack that nods to Bangkok’s street scenes. Very Thai emphasizes fresh produce and bold, balanced flavors, making it a convenient stop for shoppers seeking authentic dishes made to order.
Why Malls Are the Next Frontier for Specialty Food Concepts
Malls have evolved from purely retail corridors into mixed-use destinations where dining is a major draw. Specialty vendors like Very Thai can capture both immediate foot traffic and repeat customers by situating themselves where people already gather to shop, work, and socialize. In Los Angeles, brands that began in street operations or small storefronts—such as Kogi BBQ—have expanded into fixed locations and mixed retail environments to reach wider audiences. Restaurants that successfully migrate to malls tend to pair recognizable signature dishes with efficient service and experiential design.
What This Move Means for the Neighborhood
Local retailers and residents have reacted with a mix of enthusiasm and guarded optimism. Potential upsides:
– Increased foot traffic that can benefit nearby stores and service providers.
– New, entry-level and hospitality jobs that prioritize local hiring.
– Cultural programming opportunities, from Thai food festivals to cooking demonstrations.
Concerns raised by some small-business owners center on competition and preserving neighborhood character. To address this, mall management and Very Thai are reportedly planning community-minded initiatives—collaborative events with local artisans, pop-up features spotlighting independent vendors, and outreach programs to integrate the new tenant into existing neighborhood rhythms.
Marketing and Growth Tactics Behind the Expansion
Very Thai’s location choice and promotional plan reflect an integrated growth strategy:
– Strategic Placement: Choosing a high-visibility mall slot to increase walk-ins and brand exposure.
– Digital Activation: Targeted social media campaigns and partnerships with food influencers to convert interest into visits.
– In-Mall Experiences: Limited-time menu drops, tasting events, and weekend specials to drive repeat traffic.
These tactics mirror successful playbooks used by other specialty concepts that scaled from single units to multi-location presences—combining strong product identity with local marketing and community engagement.
Practical Advice for Mall Operators and Potential Partners
For landlords and merchants evaluating collaborations with emerging food brands, consider these practical steps:
– Align Brand Fit: Ensure the vendor’s culinary identity and operational model complement the mall’s customer profile.
– Build Flexible Leases: Short-term or performance-tied agreements can reduce risk while giving both sides room to iterate.
– Support Launch Visibility: Coordinate cross-promotions, sampling events, and in-mall signage during opening weeks.
– Define Operational Logistics Early: Clarify inventory flows, peak-hour staffing, and waste-management expectations to prevent friction.
– Measure Impact: Track sales, dwell time near the kiosk, and social engagement to assess return on partnership.
Case in point: several LA-based concepts that began in street or pop-up formats have scaled successfully into permanent mall or food-hall locations by using phased rollouts, community outreach, and a tight focus on one or two standout menu items.
Community Programs and Cultural Value
Beyond commerce, Very Thai’s arrival creates an opportunity to boost cultural visibility. Collaborative events—such as Thai cooking demonstrations, ingredient workshops, and joint cultural celebrations with community groups—can deepen local engagement and frame the opening as more than a new dining option.
Closing Perspective
Very Thai’s move into Westfield Century City is part of a broader evolution in how Angelenos experience food while they shop. By translating street-market authenticity into a fast-casual mall format, the brand aims to serve both convenience-seekers and diners yearning for genuine Thai flavors. If the opening follows the patterns of similar LA success stories, shoppers can expect an energetic, flavorful addition to the mall’s culinary lineup—and neighboring businesses may see a welcome boost in daytime activity.
