Why Retail Has Become a Competitive Advantage for Office Properties

Bank of America Plaza’s renovated lobby features Spire espresso + spirits, an all-day café and bar that transforms the workplace into a destination from morning coffee through after-work gatherings. Photo credit: Contributed

As workplace expectations continue to evolve, office owners are rethinking what makes a property competitive in today’s market. 

For years, retail was viewed as a complementary component of office buildings, a convenience for tenants rather than a core part of an investment strategy.  

That mindset is now changing. Retail is increasingly being recognized as a tool for creating value, connecting an office building to its community, and helping office properties remain competitive in a changing workplace environment. 

The shift is being driven in part by evolving tenant expectations. As companies continue reevaluating how employees use the office, the conversation has expanded beyond square footage and lease terms. Organizations are seeking environments that support collaboration, convenience, and connection – giving employees a reason to come to the office. Access to dining options, convenient amenities, and gathering spaces can influence how employees experience a workplace and how tenants evaluate potential office locations. 

Morelli’s Ice Cream at CTR Food Works, part of The CTR (“Center”) Atlanta’s curated mix of dining and retail offerings designed to drive daily activity and enhance the workplace experience. Photo credit: Contributed

As a result, retail is no longer simply an amenity or nice-to-have. It has become an integral part of how office properties attract tenants, activate common areas, and create consistent activity throughout the day. Thoughtfully curated retail can help transform a building from a place people work into a destination people want to visit. 

This evolution is especially relevant in urban environments, where office properties can contribute to a neighborhood’s broader energy. Food and beverage concepts, retail offerings, and public-facing experiences can create stronger connections between office buildings and the communities around them while enhancing the overall tenant experience. 

Newly opened as downtown Atlanta’s common ground, the former CNN Center-turned-The CTR (“Center”), reflects this approach. As the iconic property enters its next chapter, retail and food-and-beverage offerings are playing an important role in creating a more dynamic and connected environment. The goal is not simply to fill storefronts but to introduce uses that enhance the property’s energy and strengthen its relationship with downtown Atlanta. 

The vision for Piedmont Center in Buckhead includes six chef-driven restaurant concepts and a collection of upscale retailers, illustrating how thoughtfully integrated retail has become a competitive advantage for today’s office properties. Photo credit: Contributed

We are taking the same approach at the 14-building, 2.2-million-square-foot office park, Piedmont Center, in Buckhead. You can’t fill 14 office buildings without offering more than a café and fitness center today. At the heart of our master plan is the introduction of a walkable, street-level retail and dining corridor along Piedmont Road, featuring at least six restaurant concepts and a collection of upscale retail offerings. 

As one of the country’s largest office landlords and an active investor in Atlanta, we have embraced this strategy across our portfolio, reflecting a broader belief that successful office environments must deliver value beyond the workplace itself. 

Looking ahead, the lines between office, retail, hospitality, and experience will continue to blur. For market leaders, creating competitive office environments increasingly requires a thoughtful mix of uses that drive engagement, support tenants, and create long-term value. Properties that successfully integrate these elements will be better positioned to meet evolving workplace expectations and remain relevant for years to come. 

Chris Eachus is a Founding Partner of CP Group, a vertically integrated commercial real estate investment and operating firm focused on acquiring and repositioning office assets across the Sun Belt.  

CP Group is a value-add investor and operator with deep market knowledge across the Sun Belt. The firm has acquired, repositioned, and operated over 170 office and mixed-use properties, totaling more than 64 million square feet and valued at over $8 billion.