This paper, which reports a qualitative study on a social robot in a local shopping mall in Japan, explores how visitors interacted, understood, and accepted it. In the shopping mall where we conducted our study, Robovie, a humanoid robot, has been tested for 3 years. Based on this context of long-term exposure to a social robot, we conducted short-term interviews and observations with the visitors to the mall. We analyzed the obtained qualitative data by a grounded-theory approach and identified four common trends: (1) association of the robot with its location; (2) assigning of future roles to the robot; (3) perceiving it as a form of entertainment for children, i.e., as a mascot; and (4) perception of autonomy is independent of how the robot works. One might expect people to automatically see the robot as a utility, but instead they tended to consider it a suitable mascot.