Airport Experience® News - Conference Issue 2025

MARCH 2025 / V23 N261

Sunday’s Best

Brunch

Get your

on

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YOUR COMPREHENSIVE GUIDE TO AXC2025

OPERATORS EMBRACE LATEST F&B TRENDS

HIGH COSTS, OTHER CHALLENGES CONTINUE FOR CONCESSIONAIRES

PAT MURRAY SHARES STRATEGY FOR SSP AMERICA

38°46'59.1"N 77°01'02.7"W

Brunch &

B

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Beyond

Sunday’s Best —it’s not just a name. It’s a promise. Straight from its Sandy, Utah location, this award-winning brunch doesn’t just land at SLC—it elevates it. With ‘Chef of the Year’ Tyler Stokes and ‘Restaurateur of the Year’ Michael McHenry at the helm, expect bold flavors, all-day indulgence, and zero regrets—an SSP America partnership made in…brunch heaven.

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18 F&B Evolution North American airport concessions operators are embracing new flavor trends and evolving consumer preferences, ensuring they meet the needs of a new generation of travelers. 28 Managing Economic Woes Travelers are back – most North American airports have exceeded pre-pandemic passenger numbers – but challenges in airport concessions remain. High wages and build-out costs, inflationary pressures and other issues are shaving already thin profit margins for concessions operators. 32 AXN’s Property Manager of the Year Tracy Conner Harris has been with the Greater Orlando Aviation Authority since 1993, and most of that time has been spent on the properties side of the business. With a new Terminal C concessions program and Terminals A & B concessions changes in the works, Conner Harris stands out in her commitment to and vision for a stellar traveler experience. 40 Agenda & Map Your guide to the AXC educational sessions, events and the Experience Hall. 56 Sponsors AXC wouldn’t be possible without the support of our sponsors. Check out the listings to learn about the companies that help propel the conference forward. 70 Exhibitors More than 30 new exhibitors have joined some longtime favorites to showcase their offering to the AXC audience. Check out their company profiles here. 83 Speakers Each year, AXC planners tap into some of the brightest and most innovative talent in our industry. Check out who will be sharing their expertise this year.

10

6 Letter From The Publisher 8 Data Check

The latest data from m1nd-set shows a sharp shift in demographics and traveler behavior. 10 Latest Buzz Hollywood Burbank Airport is tapping into the “old Hollywood” look and feel for its new passenger terminal. The $1.3 billion project is expected to open late next year.

90 One-on-One Pat Murray is one of the most well-known executives in the airport concessions industry. In January, he took the helm at SSP America. He spoke with AXN’s Carol Ward about his vision for the company going forward.

95 Advertising Index 96 Before You Take Off

14 Director’s Chair Cleveland-Hopkins

International Airport’s Bryant Francis is preparing for a major terminal upgrade. Amenities will also evolve to enhance the traveler experience.

The industry will be gathered at AXC this year on April Fool’s Day. Check out some of the more ingenious prank posts from airports in years past.

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AX NEWS MARCH 2025

Sunday’s Best is known for its brunch, but it delivers all day long. Chef Tyler’s menu is a first-class journey—think Hanger Steak & Eggs, Fish Tacos with blackened halibut, or French Toast ‘Waffles’ crowned with Nutella, bananas, and whipped cream. And the Powdered Sugar Beignets? Affectionately known as ‘little balls of love,’ they’re a local rite of passage. Pair it all with a handcrafted drink from the bar, and consider your layover upgraded.

Andrew Tellijohn Senior Reporter Sally Kral Contributing Writer Sarah Beling Contributing Writer

TEAM

Barbara McCarter Portfolio Manager Chad Wimmer Senior Editorial Art Director Rae Lynn Cooper Production Manager Amanda Gochee Vice President, Marketing Strategy Katy Welch Senior Marketing Manager Tristan Lueck Marketing Coordinator Emma Vail Marketing Coordinator AXN ADVISORY GROUP Kim Becker, San Diego International Airport Derryl Benton, Avolta Zenola Campbell, Dallas/Fort Worth International Airport Bryant Francis, Cleveland Hopkins International Airport Mark Gale, Fort Lauderdale-Hollywood International Airport Eric Johnson, Nashville International Airport Roddy McOwan, WH Smith North America Pat Murray, SSP America Gregg Paradies, Paradies Lagardère Kevin Westlye, High Flying Foods

Jeff Davis Executive Vice President, Retail and Specialty Melissa Montes Vice President/Publisher Carol Ward

Editor-in-Chief Nicole Watson Business Development Manager Sally Kral Contributing Writer Sarah Beling Contributing Writer John Quinnies Contributing Writer Barbara McCarter Senior Portfolio Manager Chad Wimmer Senior Editorial Art Director Rae Lynn Cooper Production Manager Amanda Gochee Vice President, Marketing Strategy Katy Welch Senior Marketing Manager Amanda Litwack Senior Digital Marketing Coordinator Samantha Tamberino Marketing Coordinator

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MARCH 2025

Dear Valued Readers,

Welcome to the 2025 Airport Experience Conference and this special Conference Issue of Airport Experience News. I, along with the entire AX team, couldn’t be more thrilled to welcome you to Washington, DC! This year’s event promises to be an unforgettable gathering of industry leaders, innovators and visionaries, all coming together to network, share insights and shape the future of the airport experience. The energy in our industry is undeniable. Airports, concessionaires and service providers are pushing forward with bold, innovative strategies to optimize the traveler journey. This issue of Airport Experience News highlights some of the most exciting trends shaping our space and some challenges that inevitably emerge in a high-growth, rapidly changing industry. As you explore this issue, consider it your go-to guide for the 2025 AX Conference. Inside, you’ll find the full conference agenda, venue map and exclusive profiles of the sponsors, exhibitors, and speakers who make this event possible. Their contributions are invaluable! On behalf of our entire team, I want to express our deep gratitude to our sponsors, exhibitors, airport partners and attendees for your continued support. Over the next few days, I encourage you to engage, connect and be inspired by the conversations and learnings that will take place. Together, let’s take bold steps toward elevating the traveler experience and shaping the future of the industry. Looking forward to an incredible conference with all of you! Cheers and thanks,

Mel

Melissa K. Montes Vice President & Publisher Airport Experience News mel@airportxnews.com

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AX NEWS MARCH 2025

DATA CHECK

AIRPORT SHOPPER EVOLUTION Demographics, Purchasing Trends Show Sharp Shift, Data Shows

BY CAROL WARD

Demographics & Travel Behavior (Duty Free Purchasing Trends)

GENDER

PURPOSE OF TRIP

Leisure Business

Females Males

42% 36% 38% 43% 49%

68% 69% 69% 73% 73%

58% 64% 62% 57% 51%

32% 31% 31% 27% 27%

2017-Q1 2020 2021

2022

2023

2024

2017-Q1 2020 2021

2022

2023

2024

2017 Q1 2020

AGE

2022

2023

2024

2021

Gen Z Millennials Gen X Boomers + Avg age (y.o.)

5%

9%

7%

10% 29% 47%

10% 29% 48%

19% 48% 28%

29% 51% 11%

26% 55% 11%

13%

14%

46

39

39

40

41

Indicate signi cantly higher / lower vs the pre Covid-19 2017-2020

Source: m1nd-set

ajor shifts in travel retail shopper profiles have emerged over recent years, driven by both demographic

The research reveals that while price and limited product relevance remain the main barriers to duty free shopping, these have both declined since the pandemic. Price sensitivity has dropped significantly from 77% pre-Covid to 45% in 2024. “To remain competitive and relevant, brands and retailers must prioritize sustainability and target younger demographics with marketing campaigns that resonate with Millennials and Gen Z shoppers and which focus on sustainability, exclusivity, and value-driven experiences” Mohn said. Demographic Shifts m1nd-set’s latest research shows that duty free shopper demographics have transformed significantly from pre-Covid to post-Covid 52% 25% 16% 7%

M

and behavioral changes, m1nd-set reported. New data from the travel research agency suggests that today’s global airport shoppers are focused on purchasing mainly for personal consumption, are cognizant of the environmental impact of their brand choices and are more price resilient than shoppers in previous years. Peter Mohn, CEO of m1nd-set, said that “younger, more eco-conscious, and leisure focused shoppers” are redefining the travel retail market. “Sustainability has become a key driver” Mohn said, “with two-thirds of shoppers in 2024 prioritizing eco-friendly criteria, up from just over half in 2021. Younger generations, particularly Gen Zs, are spearheading this trend.” 50% 52% 28% 26% 20% 15% 4% 6% 2022 2023

Purpose of Purchase (Duty Free Purchasing Trends)

50%

46%

Own Consumption

40%

Gifting

28%

Sharing

16%

9%

On Request

6%

5%

2017-Q1 2020

2021

2024

Indicate signi cantly higher / lower vs the pre Covid-19 2017-2020

Source: m1nd-set

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AX NEWS MARCH 2025

Indicate signi cantly higher / lower vs the pre Covid-19 2017-2020

Source: m1nd-set

DATA CHECK

Purpose of Purchase (Duty Free Purchasing Trends)

risen steadily to 49% by 2024. Male buyers, on the other hand, who peaked at 64% in 2021, now represent 51% of shoppers globally, according to the research. Leisure Traveler Rise With business travel still struggling to find footing post-pandemic, and with the rise of bleisure (business-leisure combination) travel, leisure travelers continue to dominate the duty free landscape among global buyers, increasing from 68% pre-Covid to 73% in 2024. Business travelers, in contrast, have seen their share decline from 32% to 27% over the same period. Those leisure travelers may be more inclined to indulge themselves rather than buy for others, the m1nd-set research shows. Gift purchasing has declined sharply since the pandemic, the data shows, with only 25% of buyers purchasing for gifting reasons in 2024 compared to 40% pre-Covid. Meanwhile, purchases for self-consumption have risen from 46% to 52%, and sharing purposes increased from 9% to 16%.

52%

52%

50%

50%

46%

Own Consumption

40%

Gifting

25%

28%

28%

26%

Sharing

16%

16%

15%

20%

9%

7%

On Request

6%

6%

5%

4%

2017-Q1 2020

2021

2022

2023

2024

Indicate signi cantly higher / lower vs the pre Covid-19 2017-2020

Source: m1nd-set

years. Younger travelers now represent a much larger share, with their participation doubling from 5% pre-Covid to 10% in 2023 and 2024. Millennials have shown the most significant growth, rising from 19% pre-Covid to 29% in both 2023 and 2024. Conversely, older travelers have seen a sharp decline, with senior buyers dropping from 28% pre- Covid to just 13% by 2024.

Middle-aged shoppers have remained relatively stable, settling at 48% of global purchasers of duty free in airports. As a result, the average shopper age has decreased from 46 pre-Covid to 41 in 2024. The gender composition of duty free shoppers has also shifted, m1nd-set reveals. Female buyers initially dropped from 42% pre-Covid to 36% in 2021 but have since

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AX NEWS MARCH 2025

LATEST BUZZ

HOLLYWOOD SPLENDOR A New Terminal Underway At Hollywood Burbank Airport Evokes The Region’s Glamorous Roots

BY SARAH BELING

ights, camera, terminal – Hollywood Burbank Airport (BUR) is about to get a dramatic

The $1.3 billion project – financed by a combination of bond funds, Bilateral Infrastructure Law grants, airport improvement grants, an approved passenger facility charge, a standby commercial paper program and authority cash reserves – broke ground in January 2024 and is expected to open in October 2026. Designed and built by firms Corgan , Cannon Design , Holder , Pankow , TEC and Jacobs, BUR’s new terminal features 14 gates, new dining and shopping concepts, updated restrooms and state-of-the-art ticket, baggage and TSA facilities. The project will make significant improvements in both safety and

Above: Construction is underway on a new terminal for Hollywood Burbank Airport, replacing a 94-year-old facility.

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new makeover. The 94-year-old facility will soon boast a new, 335,000-square foot passenger terminal, a project that newly appointed BUR executive director John Hatanaka says has been in the making for years. Previously owned by the Lockheed Corporation before it was purchased in 1978 by the Burbank-Glendale-Pasadena Airport Authority, BUR’s nearly century-old facilities do not meet Federal Aviation Administration (FAA) standards, says Hatanaka.

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LATEST BUZZ

accessibility by adding distance between the runway and terminal facility building, ensuring that airport facilities are up to earthquake-proofing and ADA standards and by creating an aircraft parking area for boarding and departing. The new space will also feature a wide swath of sustainability improvements in hopes of meeting LEED Silver certification, including emissions-reducing design, electric vehicle charging facilities, electric ground service equipment and water-use reduction connections. BUR’s new terminal will also pay homage to the region’s longstanding legacy as the birthplace of the film industry through a design philosophy dubbed “Icon” by architecture firm Corgan. Corgan came up with three potential design concepts – the Hollywood themed “Icon”; a mid-century modern vision dubbed “Century”; and a tribute to the area’s outdoor beauty called “Paseo.” The airport commission “got input from the public as well as [added] their own thoughts, and by a far margin, everybody liked what they call the ‘Icon’ design,” says Hatanaka. “It has its roots back to the silver screen, to Hollywood, but in a very modern way.” The “Icon” concept “draws inspiration from the glitz and glamor of Hollywood with influences of the silver screen – curves and silhouettes, represented through sculptural forms and rich surfaces,” as well as through its roof design and “red carpet spotlight”-like columns, adds Brent Kelley, design manager and project architect for Corgan. “Each of the architectural elements were composed to exude elegance, grandeur and excitement of a Hollywood premier,” he says. The interior spaces also “echo the old Hollywood theme,” with bronze and champagne-colored accents, a terrazzo flooring pattern and soaring ceilings that reflect “the splendor of the movie houses of the age,” adds Kelley.

Hatanaka stresses the goal is for the design’s impact to extend to both passengers and BUR staff. “There are people who make their livelihood in this building ... and we wanted them to have a very positive working environment, because that translates into the customer experience,” says Hatanaka. “We had those broad discussions with the team before they even put pen to paper: what can we do to create a facility that is respectful of the past, looking toward the future, bringing in the customer experience as well as the technology, but remembering the human

qualities that we need to have in travel [design]?” The In-Terminal Experience One of the most important aspects of a human-first airport experience is, of course, dining and retail options. BUR’s new terminal will feature a combination of trusted national brands and local favorites, with retail concepts by Marshall Retail Group (a WH Smith North America company) and dining by concessionaire MCS Burbank LLC .

Right Top: BUR’s new terminal will pay homage to the region’s longstanding legacy as the birthplace of the film industry through a design philosophy dubbed “Icon” by architecture firm Corgan. Right: The central space in the new BUR terminal will feature a Community Spotlight location, providing 36 revolving opportunities for small businesses from Burbank, Glendale and Pasadena.

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LATEST BUZZ

local and visiting “foodies” alike. On the retail front, “ we want to have a robust program that will match that exterior [design] experience,” says Hatanaka of the terminal’s lineup, which will include local gift store Tansy and Pasadena Mercantile featuring Octavia’s Bookshelf, among others. “The Marshall [Retail] Group has joint venture partners – ACDBEs from Burbank, Glendale, Pasadena – and they’re opening not just bookstores and gift [retail], but they’re also bringing in new high-end brands names like Tumi to bring a new [shopping] experience that we’ve never had. It will change the flavor of how the airport is going to interact with its demographic,” adds Hatanaka. Hatanaka and the BUR team hope that the airport’s new interiors will not only help fuel future tourism, but also support the local economy during the construction phase. “Right now, there are 435 construction workers on the site, and that’s after the structural steel workers have completed their assignments and moved on to the next job,” says Hatanka. Creating a new terminal will also improve the airport’s efficiency, he adds. “Right now, we have gates with restrictions – we can only put certain aircrafts on certain gates,” says Hatanaka. The new building will have 14 equal-sized gates, making operations smoother for an airport that saw more than 6.5 million passengers in 2024.

Travelers at BUR will soon be able to enjoy farm-to-table fare at Farmtable Bistro by Diane & Michael Mina; Mexican cuisine at Socalo by Susan Feniger & Mary Sue Milliken, and a second Mexican option at an airport outpost of the popular Burbank-based Poquito Mas. aItalian favorites from Osteria Fiorella and Pizzeria Salvy by Marc Vetri are also in the works. Other concepts include Vietnamese restaurant Slanted Door, Spring Chicken by Yardbird, Jinweide Lanzhou Hand-Pulled Noodle House, SmashBurger, Butter Bakery Baked Goods and Pastries and many others “For this concessions program, we worked with the communities that reflected the cities of Burbank, Glendale, and Pasadena to identify restaurants that evoked a sense of our community,” says MCS CEO Tamara Mora. “We chose well-known and well-loved local restaurants from those cities, coupled with seven James-Beard-award-winning chefs from our most traveled regions, the Bay Area and Las Vegas” to add “more than just a sense of place, a place with a sense of home,” says Mora. The highlight of our local first approach is our Community Spotlight, a pop-up location in the central serving area that provides 36 revolving opportunities for small businesses from the three cities,” Mora adds. Hatanaka adds that BUR’s new concessions concepts will evoke a distinctly “West Coast” flavor and serve as a draw for

Above Left: Local gift store Tansy and Pasadena Mercantile featuring Octavia’s Bookshelf are among the retail concepts being built out by Marshall Retail Group. Above Right: MCS Burbank LLC holds the food and beverage contract for the new BUR terminal. Concepts will include Vietnamese offering Slanted Door, Mexican restaurant Poquito Mas and Spring Chicken, among others.

Hatanaka and the team hope that the ElevateBUR project will only further attract travelers from some of their most popular routes, which include Sacramento, Las Vegas, the Bay Area and seasonally, New York. And once BUR’s Hollywood transformation is complete, he’ll be proud to premiere the airport to the public. “For me, when we walk into the terminal, not only [will] we have a sense of place and a sense of pride, but a sense of sharing it with everyone in the room. You can talk about [new] technology and everything, but it really is how you feel when you’re there,” says Hatanaka. “And I think when we get in there, I think everyone from the staff and the airlines to the first time a young child gets to fly on an airplane, they can have a good feeling when they walk through that building.”

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AX NEWS MARCH 2025

ENJOY A ROUND OF GOLF’S SIGNATURE SIP ™

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DIRECTOR’S CHAIR

CLEVELAND REINVENTION The City Is Enjoying a Renaissance; Bryant Francis Wants The Same For CLE

BY CAROL WARD

ditor’s Note: Cleveland Hopkins International Airport (CLE) is in the planning stages for the transformation of its terminal facilities. The current facilities vary in age but are all outdated and in need of upgrades. Nearly two years ago, Bryant Francis was tapped to lead CLE, as well as a downtown airport and the Cleveland’s port, in the role of director of port control for the city. Francis, who previously was director of Oakland International Airport (OAK), spoke with AXN’s Carol Ward about his vision for CLE as the airport evolves to meet the demands of a new generation of travelers. E

WARD: You’ve been at the helm at CLE for about 20 months now. Can you share a bit about your vision for the airport? FRANCIS: I was attracted to this opportunity due to a number of things, one of which was the fact that the planning effort was in the early stages for transformation of the terminal facilities at Cleveland Hopkins, and that was very exciting to me. I like the idea of being an integral part of a far-reaching effort to create a much stronger representation of what is, essentially, a vital asset to the region. I also like that it’s a two-airport system, with both Cleveland Hopkins and Burke Lakefront (BKL), which is the downtown airport. We also have a third element, the North Coast Harbor, which is the city’s lakefront interest. Cleveland is on the cusp of a renaissance. There’s a lot of energy in and around the downtown core, and I understand how important a healthy, vibrant airport is to the ability of the city to thrive. When I arrived, early planning efforts were already underway for the terminal modernization program. Our facilities are aging. I want to create an environment that our residents can be proud of, that

they look forward to experiencing. In my mind, we have one chance to get this right. It is my goal to ensure that we’re in lock step with our signatory airline partners. We want to create a more functional, efficient, spacious and technologically advanced facility that will serve as that front door of the community. I’m also focused on the experience that our customers have with employees who work at the airport, [with a goal of] improving those guest relations. And of course, our relationships with our business partners who operate within the terminal – that’s another area that I want us to continue working to improve as we are improving our physical infrastructure. WARD: I would like to get into a bit more details on that terminal renovation, but first let’s talk about passenger traffic trends. I know CLE is struggling a bit – what’s going on? FRANCIS: 2024 overall was a good year for us. We had a really strong first eight months of the year and for that period we were up about 7% over 2023 and also trending ahead of 2019. Then traffic began to take a bit of a turn. I don’t believe that it’s due to weaken demand. Instead, it’s primarily

Above: Bryant Francis, director of port control, City of Cleveland.

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AX NEWS MARCH 2024

DIRECTOR’S CHAIR

of additional events. We’ll also make targeted airline headquarter visits throughout the year. We do have some bright spots, including Delta Air Lines restarting nonstop service to its Salt Lake City hub last fall, after a several-year break. And Aer Lingus began serving Cleveland in May of 2023, and they’re going to increase flights to Dublin to a peak of six times weekly service for the upcoming summer season. In terms of goals for domestic service, we are working to reestablish nonstop service to San Diego and secure service to Kansas City. We’re hoping to see increased capacity to Washington, DC and New York City, among other markets on the list. WARD: Can you give me an overview of CLE’s terminal redevelopment plans? FRANCIS; The oldest terminal infrastructure at CLE opened to the public in the mid-1950s. There have been several expansions over the decades – Concourse D is the newest of those facilities, but even it is 20 years

due to a reduction in seat capacity. In late 2023, Spirit Airlines began to reduce its footprint at CLE and that continued throughout 2024. Conversely, we had Frontier Airlines increasing its presence and establishing a “focus city” here in Cleveland. It was announced early 2024 – much of the capacity increase that they brought into the market occurred between April and August. Then Frontier reduced their schedule to be in line with diminished [winter] demand. We also had some smaller seat reductions with other carriers Through November, we had total passenger traffic of about 9.4 million. We’re expecting the total for the year to be nearly 10.2 million – up about 3% over 2023 and up about 1.5% over 2019. WARD: I assume you’re focused on air service development, correct? FRANCIS; Yes, we’re continuing to engage with several airlines to reverse the seasonal reduction trend. We’ll be attending Routes Americas and also intend to participate in a couple

Above: Compared to many medium-hub airports, terminal facilities at Cleveland Hopkins International Airport are aging. Plans are underway for an overhaul to update spaces, add amenities and enhance the passenger convenience.

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AX NEWS MARCH 2024

DIRECTOR’S CHAIR

old and it hasn’t been used in 10 years because it was part of the Continental Airlines hub operation. The simple point is that our facilities require modernization. We’re advancing the planning work in order to proceed with the earliest elements of a modernization program by early next year. CLE covers a relatively small land footprint, so we don’t have the ability to build a new terminal or new terminal infrastructure next door. Instead, our program is going to essentially renovate, replace or build

new infrastructure within the existing footprint. And that means it’s going to be more complex. It will be a multi-year effort and will touch virtually every aspect of the traveler experience from beginning to end. WARD: Turning to revenue generation, how are your concessions performing? FRANCIS; The concessions program overall is doing well. We have the developer model and Fraport USA is the operator. The last of the units that had closed due to the pandemic related traffic declines reopened in spring of 2023. Those are operated by MERA , which is a new partner in the CLE concessions program. Spending has been healthy and concessionaires

continue to enact initiatives to further improve their offerings and increase traveler appeal. For 2024, our concessions sales look like they’ll be up 5-5.5% across the program. We’re seeing about $12.84 in spend per enplanement. WARD: Are there changes underway in your concessions program, or are you on hold until the bigger terminal project comes to fruition. FRANCIS; We recently extended our agreement with Fraport by one year. We did this with the full intention of releasing an RFP for the existing program this spring. We’re planning to release the RFP shortly after the Airport Experience Conference because we want the opportunity to speak to those in attendance about what we have coming up. WARD: Will you be going with a developer model again? FRANCIS; We’re not saying exactly. Given where we are now, it is most likely the general direction we’re going in. We may be able to structure the RFP in a way that that gives a little bit of flexibility. We’re looking at the existing program, not at the future changes to the terminal campus. The existing program will be our focus and then, in a few years’ time, we will be coming back with another opportunity for the newer facilities, once they’re underway. WARD: In terms of passenger amenities, beyond F&B and retail, what’s next for CLE? FRANCIS; Our facilities need to incorporate greater use of current and emerging technology. We strive to be more welcoming and inviting to provide more and better information related to the overall travel experience through our facility. We need to have more spacious and accommodating public areas. Charging stations, as common as they are at many airports, are still hit or miss at CLE, so it’s something I want to become the norm within our facility as we move forward with implementation of the terminal program. I’d like us to create a space for live performances that’s a focal point of the layout of our future terminal facility. I’d also like to have a stronger sense of place. Northeast Ohio has a strong identity and we need to showcase that at the airport.

Left, Below: The concessions program at CLE is currently run by Fraport, but a new RFP will be released in spring. Details are still being worked out but it’s likely the developer model will continue.

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AX NEWS MARCH 2024

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Concessionaires Are Ready To Meet Consumer F&B Demands In 2025

BY SALLY KRAL

By the time a new menu item, flavor profile or dining style hits an airport restaurant, it’s often been months in the making. Concessionaire F&B teams are constantly gathering data on what’s trending, evaluating which trends to pay particular attention to and determining what can be translated to the unique airport environment. “We always monitor food trends and assess our sales mixes to ensure what we’re offering resonates with consumers,” says Sal Mendola, director of brands and concepts for Areas USA . “We have a strong culinary team that’s always at the forefront of trends, assessing longevity and ensuring that we’re tailoring our offerings to meet the ever-evolving consumer.”

Traveler reviews and comments are also incredibly valuable for concessionaires looking to keep up with trends and demands. “ Delaware North is a leader in taking guest experience feedback and turning it into action,” notes Robert Thormeier, chief operating officer of Delaware North’s Travel Division. “We have a dedicated customer experience team that’s constantly assessing data to see where change is needed and where we’re thriving. We use that data to design and update menus to stay current with trends, while still offering tried-and-true favorites.” Jeff Steelman, vice president of culinary for North America for Avolta , notes the importance of joining forces with airports to ensure they’re offering what travelers want and also what will work for the space and for all stakeholders. “Our focus will always be to collaborate closely with our airport partners to determine what food and beverage needs they have while also keeping our finger on the pulse of what’s happening in the community and trending

Left: Sal Mendola, director of brands and concepts for Areas USA, says consumers today are more concerned about sustainability than ever before. Right: The Spot at William P. Hobby Airport, operated by Areas, offers fresh and seasonal cooking with ingredients sourced locally and flavors representative of the local community.

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Left: Robert Thormeier, COO of Delaware North’s Travel Division, is seeing many big, bold flavors on trend this year, from Korean short ribs to Mexican birria to olive oil-infused martinis.

Areas USA’s Mendola notes that demand for plant-based food will continue to rise this year, adding that, “minimally-processed foods are now a must.” Delaware North’s Thormeier also notes that plant-based food remains important to many consumers, but he says that the company has “noticed a decline in the demand for meatless options,” as there’s been “a noteworthy rise in millennials describing themselves as meat-eaters, indicating that the plant-based eating trend could be leveling off for this generation.” On the beverage side, many concessionaires note the rise of sober or sober-curious travelers, which is spurring the growth of non-alcoholic options. “We’re seeing an increase in mocktails – the thought and care that was once reserved for alcohol-based cocktails is now being given to the crafting of mocktails, and customers are responding,” Stanton says. “Creative mocktail menus allow operators to offer non-alcoholic beverages while maintaining a solid average check size in bars and full-service restaurants.” Mendola believes the market for mocktails is going to continue to boom this year. “We need to ensure that folks who don’t partake in alcohol consumption can enjoy something special, unique, seasonal and tailored to them,” he says. Avolta’s Steelman also notes the rise of premium non-alcoholic beverages and mocktails. “Also, beverages with lower alcohol content have become very popular, especially among younger travelers, as have cocktails made with local spirits,” he says. “The desire to have a taste of place along the journey isn’t an emerging craze, but it may be stronger than ever.”

nationwide and globally to anticipate what travelers will demand years from now,” he says. “Ultimately, whether it’s a fad or has staying power, the trendy flavor, dish or concept has to be in-demand, feasible and profitable in the airport environment.” Driven by internal research and data, concessionaires in 2025 are focused on delighting travelers with the offerings they’re seeking, from health-conscious fare to bold global ingredients to fast, high quality service. Healthy, Fresh and Local There’s been a noticeable rise in demand for healthy food and beverage options at airports in recent years, and Bob Stanton, senior vice president of business development for SSP America , says that this is only increasing this year. “However, the challenge is the varying definitions of what qualifies as ‘healthy,’” he notes. “Research on customer preference is a great starting point, but you have to dig deeper because of the disparity between what customers view as healthy. Another benchmark is how they spend their dollars: We evaluate purchasing shifts to help guide our menus.” Paradies Lagardère also takes note of consumer spending patterns to assess trends, and healthy options are here to stay, notes Alice Cheung, senior director of brands and

concepts for Paradies Lagardère’s Dining Division. “We all like to joke that travelers imagine themselves eating healthy but end up ordering a burger, but healthy options are picking up a larger share of travelers’ wallets,” she says. “Travelers also seem to be very aware of the freshness and quality of their grab-and-go items and they want the best, especially if they’re paying what they perceive to be a premium price.” Stanton points out that while gluten free, vegetarian and vegan options are available in most restaurants today, SSP America is not currently seeing high demand for these items. “That said, we structure our menus to meet a wide variety of dietary needs, which is particularly important in the airport space,” he notes. One particular healthy food item that Stanton is seeing demand for is açaí. “Açaí based foods have been popular in the U.S. for a few decades, but they’re just now on the brink of hitting their stride,” he says. “Thanks to the growing interest in healthy eating, not just for weight loss but for the many benefits of antioxidants, omega-3s, fiber and healthy fats, açaí is a natural star in this category. There are several açaí concepts that are gaining traction, such as Sambazon . Quick-service healthy options that are customizable and priced in an approachable manner will resonate with customers in the coming months.”

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Steelman adds that travelers can expect to see even more local flavors at Avolta’s restaurants in the coming year. “But these will show up in different, exciting ways, whether that be through an emerging local brand or the ingredients we use,” he says. “When developing menus, we stay closely connected to local farmers across North America, so we can hear from them what’s fresh, delicious and has potential for our local airport menus. Mushrooms, for example, are going to have a big year; they are wonderfully versatile in the culinary world.” Cheung notes that Paradies Lagardère has seen great success with its concepts such as Napa Farms Market at San Francisco International Airport (SFO), Pacific Farms Market at Vancouver International Airport (YVR) and Berkshire Farms Market at Boston Logan International Airport (BOS), all of which source 90 percent of their products from within 100 miles. Travelers respond very positively to the local focus and ‘farm to flight’ ideal,” she says.

Mendola points out that consumers today are more concerned about sustainability than ever before, and so local, seasonal fare will indeed remain popular this year. “We’ll continue to see ingredients and menu items gain popularity that have clear traceability and have been produced responsibly and sustainably,” he says. “Our consumer continues to be more cognizant of what exactly they’re consuming, and we need to continue to bring best-in-class quality products forward for them.” “The first location that comes to mind that encapsulates this is The Spot at William P. Hobby Airport (HOU), which to me is the epitome of fresh and seasonal cooking,” Mendola continues. “When we talk with the brand, the constant theme is ‘fresh and local.’ The guest is getting items sourced close to where they are with flavors that resonate and represent the local community. The result is a sense of place that all airports should be seeking in their dining options.”

Above, below: Jeff Steelman of Avolta, says that hybrid concepts that blend food and beverage with retail are on the rise in airports. This year the company will be opening Eataly at JFK, where travelers have the option to dine at the full-service restaurant or wine bar and also browse retail offerings.

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Flavor Focus While on the one hand consumers are demanding more local and traceable ingredients, there’s also an overarching streetside trend that’s making its way into airports: bold global flavors. “We’re going to continue to see international flavors gain popularity and become more recognizable and approachable for the average consumer – even just walking through your local grocery store, you’ll continue to see an increase in internationally inspired tastes,” Mendola says. “For example, Za’atar is rightfully taking off in the U.S. as a versatile and well-balanced seasoning. Thai chili and lime flavors are on just about every snack, and things like Mexican chocolate and Korean seaweed chips are showing up everywhere.” Mendola adds that the Philippine purple yam ube is popping up on many menus. “It’s beautiful, deceivingly sweet flavor adds an unmistakable complexity to dishes,” he says. “Tea is another ingredient that Americans are late to the game on. We’re learning its versatility in sauces, ice creams and other less conventional applications.” Steelman also notes the increasing international influence on today’s food and beverage trends, particularly with spices. “Every culture has its own flavor and its own heat, and as the world gets smaller and these international flavors become more recognizable, diners want

Above: While “healthy” has been a focus of concessionaires for several years, travelers are embracing the offerings at greater levels, according to Alice Cheung of Paradies Lagardère.

to sample cuisine that features spices from around the globe and across the spectrum, from the mythical and new to the familiar,” he says. “This idea is also leading to new concepts emerging and dishes that focus on flavor fusions and cross-cultural influences that travelers may never have tasted before, but are excited to try.” Delaware North’s Thormeier is seeing many big, complex flavors on trend this year. “Short ribs have been growing in popularity over the years in a variety of cuisines, from Italian to Korean; birria, a meat stew or soup mainly made with goat or beef, is also gaining traction, and can also show up as a taco; and pickling has been having a moment over the last few years – it adds great flavor to a variety of dishes, has gut health benefits and a long shelf life,” he says.

Above: Paradies Lagardère’s Napa Farms Market at San Francisco International Airport, Pacific Farms Market at Vancouver International Airport and Berkshire Farms Market at Boston Logan International Airport, all source about 90 percent of their products from within 100 miles.

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“For beverages, an interesting concept called ‘next-level fat-washing’ has been popping up in the spirits world,” Thormeier continues. “It’s a technique that involves taking a fat or oil and infusing it into alcohol, freezing the concoction until the fat solidifies, and then skimming the fat off, so just the flavors of the fat remain. Picture an olive oil martini with olive oil-infused vodka.” Trying Out Trends As concessionaires note emerging food and beverage trends, they employ several tactics for introducing these trends into their operations to see if they have staying power. Both Delaware North and Areas USA, for example, will bring in a trendy item as a short-term promotion to see if guests take interest. “Our limited-time offers are where we use the opportunity to lean into trends, particularly in the beverage sector,” Delaware North’s Thormeier says. “We have a dedicated team that plans them out to stay current, giving travelers the option to try something new or stick with the classics.” Areas USA’s Mendola points out that, “The data never lies, so when we introduce limited-time offerings, we know if our guests are interested.” Avolta similarly will try out special promotional items. “We have historically offered adult beverage promotions throughout the year, but this year our culinary team crafted a promotional menu that includes a food pairing at participating restaurants to appeal to travelers looking for a more curated dining experience,” Steelman says. “In the first few weeks of 2025 – as a nod to a new year with new beginnings – we paired a glass of celebratory bubbly with a grilled chicken grain bowl made with a mix of rice and quinoa, broccoli, tomato, cucumber relish and a lemon vinaigrette.” SSP America’s Stanton notes that observing consumer behavior shifts

has led to certain menu changes the company has recently made. “For example, appetizer menus are expanding because consumers are opting for an appetizer or two in lieu of an entrée – the perception of time, variety, price and a desire to share with others when dining all factor into this growing demand,” he says. “We’ve expanded our appetizer selection and rebranded some items as ‘sharables’ to meet customer expectations. On many menus, we’ve grouped sandwiches, sliders, tacos, burritos and the like together as ‘hand helds,’ which communicates a smaller portion and faster preparation.” Need For Speed Of course, in the busy airport terminal speed of service will always be a top priority among travelers. “The post pandemic world is all about convenience, convenience and convenience. More than ever, our guests expect their meals to come out quickly,” Mendola says. “The standard for ready-to-go has been raised and travelers want to be able to pick up a high-quality item without the wait.” And this need has translated to which service styles are most popular. “Last year saw growth for fast-casual restaurants, quick-service restaurants and convenience stores, and less so for casual and fine dining. We expect that 2025 will continue to bring a shift in traffic from full-service restaurants to limited-service restaurants,” Thormeier says. Stanton also notes the importance of speedy service in an airport, but he still sees opportunity in full-service offerings. “The ability to experience high-quality dining in a quick-service concept is still a winning format for the food travel market, but there’s also space for casual dining and full-service concepts, particularly those with expanded bar seating,” he says. “This arrangement resonates with many passengers and is often preferred over a traditional sit-down table.”

Above: Açaí-based foods and creative mocktails are among the trends being incorporated on SSP America’s restaurant menus, says the company’s Bob Stanton.

Paradies Lagardère has found that travelers have different service style needs based on their specific circumstances. “We’ve done some interesting customer research with the marketing research and innovation firm Burke identifying traveler ‘personas’ and studying their behavior and preferences,”Cheung says. The research found that while families largely gravitate to quick-service and fast-casual restaurants, higher household income retirees and business travelers still appreciate sit-down restaurants. For Avolta, blending different dining styles will be the focus this year. “Travelers will see a growing number of hybrid concepts that blend food and beverage with retail appearing in airports,” Steelman says. “This year, we’ll open Eataly in John F. Kennedy International Airport (JFK), for example, where travelers will be able to enjoy a bite at the full-service restaurant or a drink at the wine bar and then browse the retail area. It will be an elevated dining experience offering a deeper level of engagement that travelers will really love.”

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