Airport Experience® News - Food & Beverage Issue 2024

JUNE 2024 / V22 N255

DISTILLERY CONNECTIONS Add Cache Art & Science of Cocktails

WELLNESS-FOCUSED CONCESSIONS SOAR

CELEB CHEFS GRAVITATE TO QSR BRANDS

SPECIAL NON-TRAD SECTION HIGHLIGHTS OPPORTUNITY

You could say the commercial team at SSP America is comprised of scientists; scientists willing to test the limits of the 2:1:1 “golden ratio” of cocktail—two part spirit, one part sweet, and one part sour—in a quest to drive innovation, invent fresh formulas, and craft memorable moments for the traveling public. And while there is a great deal of science behind those cocktails, there is also artistry. Artistry which requires the commercial team to simultaneously hold a test tube in the right hand while holding a proverbial paintbrush in the left. The result? A cocktail culture like no other. A complement of clever details that grace the rims of glasses and are suspended within the colorful concoctions. Flakes of gold, custom swizzles, fresh herbs, candy, and dried fruits all add pizazz to each invention. & Alche Art

Moments Instagramable in a Glass

Tiki Time

Gone are the days when a traveler’s only expectation from a bartender was a simple gin and tonic. Today’s travelers want more. They want Insta-worthy moments in a glass. They want tales in a tumbler, hand-crafted experiences and new twists on old classics. That’s why SSP America has amassed the best commercial minds in the industry to drive a relentlessly ambitious cocktail program. A program that not only delivers the trends but defines them. From mixologists to marketing gurus, graphic artists to culinary forecasters, the SSP America commercial team is focused on delivering unique cocktails innovations designed to delight craft-conscious travelers with a memorable, photo-worthy experience.

Seed to Sip

Step Right Up

emy

Make Waves Cocktails that SSP America’s “Seas the Day” cocktail campaign won the Vibe Vista Award for Best Adult Beverage Limited Time Offer/ Promotion and is a finalist for Moodie Davitt Airport Food & Beverage Marketing Campaign of the Year.

LIVE BY THE CODE! Local craft beer + gastropub menu. Now open in ATL, BDL, PIT, and SAT.

18 Quicker Food, Broader Impact Celebrity chefs have been gravitating to airports over the past decade or more. But, what started as a way to bring fine dining to airports evolved into more casual approaches over the years. Recently, seeking maximum exposure and sales volume, several celebrity chefs have launched QSR restaurants. 26 Distillery Demand U.S. consumers have embraced local spirits and local distillers in recent years. Several distillers are upping their visibility by partnering for airport locations as demand for airport bars expands. 32 Better-For-You Options Travelers – and particularly younger travelers who are beginning to make their mark on the industry – have signaled their desires for healthier, better for-you food and beverage options in airports. Operators have complied with a range of choices. challenging marketplace for brands. They do, however, share synergies with other non-trad venues such as stadiums, university campuses, national parks and others. And, as brand owners can attest, non-trad environments offer unparalleled brand exposure opportunities. 40 Cross-Industry Synergies Some of the largest airport concessions developers and operators are active in other non-traditional venues as well. While each type of location is unique, significant synergies can be gained. 44 Airport Innovation Centers When it comes to the passenger experience, airports want to be on the forefront. Rather than adopt third-party technology solutions, some airports are researching new approaches in their in-airport innovation centers. SPECIAL SECTION 36 The Non-Traditional Path Airports are a unique and sometimes SPECIAL SECTION

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6 Letter From The Editor 8 Data Check

It’s been a long time coming, but the latest data from ratings agency Fitch shows full pandemic recovery for its portfolio of airports as a group. Still, while 23 airports exceeded 2019 numbers, 15 still fell short. 10 Latest Buzz Passenger traffic at Key West International Airport is booming, prompting an expansion that upgrades the facility while keeping the island vibe.

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48 One-on-One The New Terminal One at John F. Kennedy International Airport is underway. Jennifer Aument, CEO of the public-private partnership, shares the latest developments with AXN.

14 Director’s Chair Karen Feaster has spent

51 Advertising Index 52 Before You Take Off

her entire career at Daytona Beach International Airport. Named airport director in 2020, Feaster is making her mark with a revitalized terminal and growing passenger traffic.

The Orchestrina at Los Angeles International Airport brings art to passenger throughways in the form of music.

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While the commercial team at SSP America are the alchemists and artists who dream up our award-winning cocktail program, it’s the bartenders who breathe life into the delivery. These ringmasters of the airport bar embrace each cocktail creation by sharing their excitement, and carefully crafting the ultimate cocktail. Pre-journey perfection—in a glass. At SSP America, we deliver the fun. We deliver the experience. We deliver the memorable moment with each sip, taste, and bite. Bartenders Powered by PASSION

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

Desiree Hanson Chief Commercial Officer Melissa Montes Vice President/Publisher Carol Ward

Editor-in-Chief Nicole Watson Business Development Manager

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

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JUNE 2024

Dear Readers,

JUNE 2024 / V22 N255

Welcome to the June Food & Beverage issue of Airport Experience News Magazine ! This issue is chock-full of inciteful articles on everything from in-airport distillery brands to better-for-you menus to the latest endeavors from celebrity chefs. This issue also contains coverage of non-traditional markets, examining how brands and operators can find synergies in unique operating environments like airports, university campuses, national parks, stadiums and others. Also, please check out our new masthead. There you’ll see the 10 industry executives who comprise the new AX Advisory Group. With help and guidance from these individuals, the AX Team is excited to begin crafting the next phase of Airport Experience News and the Airport Experience Conference. In the coming months you’ll see subtle changes as we look to better deliver the content and insights needed to help guide the industry forward. Looking ahead, we have an exciting new initiative underway for our July/August Small Business/ACDBE issue. Based on feedback from a broad range of industry executives, we’ll highlight some of the industry’s most successful ACDBE operators in a special section called ACDBEs of Distinction. It’s also time to start thinking about the 2025 AX Awards. If you’d like to be a part of the AX Awards Committee – the group that votes for the winners from among the finalists – please reach out directly to me at carol@airportxnews.com.

DISTILLERY CONNECTIONS AddCache

WELLNESS-FOCUSED CONCESSIONS SOAR

CELEB CHEFS GRAVITATE TO QSR BRANDS

SPECIAL NON-TRAD SECTION HIGHLIGHTS OPPORTUNITY

Thanks!

Carol Ward Editor-in-Chief

Airport Experience News carol@airportxnews.com

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AX NEWS JUNE 2024

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DATA CHECK

AIR TRAFFIC REBOUND Fitch Data Shows 100% Recovery Across Portfolio Airports

BY CAROL WARD

Airport Traf c Performance Relative to 2019.

200%

150%

100%

50%

0% 2019 Traf c = 100%

MYR MDW MIA DEN ELP LAS MCO BOI DFW SAT TPA RIC RSW CLT DCA LGA DAL EWR JFK RDU IAD BHM IAH SAN BUF BOS ATL SEA STL HAW FLL SFO MSP ORD PHL LAX DTW SJC

Airport

100% + recovery to 2019 levels 75-99% recovery to 2019 levels

Below 75% recovery to 2019 levels

Source: Fitch Ratings Inc.

t happened sooner than many prognosticators forecast just three years ago. For U.S. airports as a group, recovery from the 2020 pandemic is largely complete, although several remain shy of 2019 traffic levels. Average airport traffic recovery across the Fitch Traffic Monitor portfolio ended 2023 at 101% of calendar year 2019 levels, as 3Q2023 and 4Q2023 performance remained strong, according to ratings agency Fitch. Of course, exceeding 2019 levels is good progress, but most airports are still shy of the traffic levels that, in 2019, were forecast for 2023 and beyond. Approximately 60% of the airports ended 2023 with annual traffic volumes above their pre-pandemic levels. Myrtle Beach International Airport (MRY) had the most robust performance during the period, ending last year with traffic at 143% of 2019 levels. I

Other top performers included Midway (MDW), Miami International Airport (MIA), Denver International Airport (DEN) and El Paso International Airport (ELP). In total, 23 of airports in the Fitch Traffic Monitor portfolio. Another 14 airports came in at 75-99% recovery to 1019 levels while one airport, San Jose International Airport (SJC) Fitch said secondary hubs such as Detroit Metropolitan International Airport (DTW) and Philadelphia International Airport (PHL) and West Coast large-hub airports are still more than 10% below 2019 passenger levels. While San Francisco International Airport (SFO) and Los Angeles International Airport (LAX) demonstrated positive growth since 1Q2023, lagging Asia-US volume recovery and outmigration trends have delayed their full recovery, Fitch said. Traffic at all airports ended 2023 at more than 85% of 2019 levels, except for SJC, which is reliant on the regional market that is still recovering from the impact of COVID-19 and is similarly dealing with population losses.

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AX NEWS JUNE 2024

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LATEST BUZZ KEY WEST’S EXPANSION DRIVE “Island Paradise” Airport Will See New Gates, Expanded Concessions

BY SARAH BELING

ravelers flying through sunny Key West, Florida, will soon have a bright new concourse to

receives 28% of its funding from municipal bonds, with the remainder financed by a combination of federal and state grants coupled with passenger facility charge receipts. The large-scale upgrades are a direct result of EYW’s massive passenger growth, says Katie Atkins, the airport’s marketing and communications manager, who notes that the need for expanded facilities first identified by their team in 2019 has only increased in the years since. “Last year, more than 1.4 million passengers used Key West International Airport, which has seen significant growth in enplanements and is

Above: With traveler numbers on the rise, Key West International Airport is expanding to meet rising demand. It’s also modernizing with the addition of passenger boarding bridges, eliminating the tarmac boarding that has characterized operations in the past.

T

experience, as work progresses on Key West International Airport (EYW)’s Concourse A expansion project. The renovation broke ground in November 2022 and completed facilities are set to open in 2025, with final completion slated for 2026. The project includes a 48,802-square-foot concourse with eight new gates, new restrooms, a new rental car facility, a new baggage claim, a new security area, new support areas, hold rooms, retail and concessions. The $119 million project

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AX NEWS JUNE 2024

LATEST BUZZ

currently exceeding pre-pandemic traffic levels, supported by Key West’s status as a well-anchored tourist destination,” says Atkins, adding that EYW has also seen nearly 500,000 passengers pass through the airport in the first quarter of 2024 alone. In order to support the region’s increased tourism, the EYW team is future-proofing the facility not only for increased capacity, but for sustainability, as they raise the concourse above flood-level. For the teams at McFarland Johnson and NV2A , responsible for the facility’s design and construction, replacing the airport’s aging infrastructure is key to making EYW a safer, more efficient and inclusive facility, says Christopher Kopic, regional director of facilities at McFarland Johnson. “Our team is committed to bringing to life a landmark project that seamlessly integrates functionality, sustainability, and leads the way to the future, while preserving the unique spirit of Key West from the very first moment visitors arrive in this paradise,” adds Luis Arditi-Rocha, “Our team is committed to bringing to life a landmark project that seamlessly integrates functionality, sustainability, and leads the way to the future, while preserving the unique spirit of Key West from the very first moment visitors arrive in this paradise,” – Luis Arditi-Rocha, NV2A Gulf Keystar JV program director. NV2A Gulf Keystar JV program director. Having consulted local disabilities groups on needed accessibility measures, EYW’s new concourse facilities will include a visual public address system and mother’s rooms. Additionally, the team is focused on improving energy efficiency. They are installing new dehumidification systems and energy metering equipment, and predict that the facility will use 26% less energy than its calculated building baseline.

Seasoned EYW passengers will also recognize the airport’s most significant change: the installment of passenger boarding bridges, a stark departure from the airport’s “throwback” practice of requiring passengers to board via the tarmac. “This will eliminate the risks of passengers walking to aircraft on an active parking

apron subject to wind, weather, aircraft noise, and ground support equipment,” says Kopec. Asked whether EYW travelers will miss the airport’s unique boarding system, Atkins notes that it is “a concern we hear from a sector of our passengers who just don’t want to let go of that rain-or-shine hot air on their

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AX NEWS JUNE 2024

LATEST BUZZ

face upon landing in Key West.” But mostly, she says, people are supportive of the new approach. While convenient, the move to jet bridges will also add greater operational efficiency and reliability for passengers. Not all the changes at EYW are purely practical, adds Atkins. “We are really excited about a feature dubbed the ‘Virtual Reality Tunnel’ set to feature real footage of our underwater island surroundings,” she says, noting that it enhances “the modern Key West aesthetic we’re aiming for.” Concessions Upgrade Passengers will also be able to enjoy an expanded concessions and retail program in Concourse A, says Atkins. Joining the current lineup are popular American cuisine from Chili’s, Maestro Della Pizza pies, the Farm 2Air Market grab-and-go market, Cuban Corner coffee, breakfast items from the Great American Bagel Bakery and curated beverages from the First Call Beach Bar and Southern Point bar — all set to be operated by Master ConcessionAir , which currently manages EYW’s Last Call Beach Bar and Conch Flyer Grill and Bar.

“We have worked closely with the airport staff to create a balanced mix of national brands, such as Chili’s and Starbucks, as well as a locally inspired marketplace and a longtime favorite in The Conch Flyer Grill and Bar. We will also be opening Maestro Della Pizza, which offers an artisanal pizza experience, and First Call Bar, which will have a variety of locally inspired cocktails,” says MasterConcessionAir CEO Peter Amaro Jr., The company is “very excited to deliver this fresh new vibrant experience to the Key West Airport traveler,” he says. For the team at EYW, keeping a local feel to retail and concessions is paramount, says Atkins, noting that they “have always appreciated our local in-house businesses, as they are able to deliver that Key West charm that can’t be found anywhere else.” And if EYW’s recent passenger numbers are any indication, there are many fans of Key West’s charm. Atkins and the EYW team hope that the airport’s latest improvements spell increased revenue for the region as major airline carriers like American Airlines , United Airlines , Delta Air Lines , JetBlue and regional operator Silver Airways continue to expand their services to the airport.

Above: The new Concourse A includes eight gates, new concessions, restrooms and security checkpoint, and other amenities.

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AX NEWS JUNE 2024

LATEST BUZZ

Left: First Call Beach Bar and Southern Point bar are two of several new concepts to be operated by Master ConcessionAir once the new concourse opens next year.

She adds that a new Concourse A “will improve efficiency for staff and passengers alike, especially with the increase in demand to visit our island paradise. A simple and intuitive layout will be easy to navigate combined with engaging design elements to ensure passengers have a stress-free airport experience,” a philosophy that EYW Executive Director Richard Strickland echoed. “Concourse A represents a critical step forward at Key West International Airport,” says Strickland. “The spacious and modern building will provide state-of-the-art technology, ensuring a durable and energy efficient structure that will last for decades to come. It has been designed to meet travel demands and create a positive experience for our new and returning passengers. It is a testament to the airport’s ambition to embrace the future and soar to new heights.”

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DIRECTOR’S CHAIR

SMALL BUT MIGHTY DAB Battles Leakage, Seeks New Service To Maximize Impact

BY CAROL WARD

ditor’s Note: Daytona Beach International Airport (DAB) has always struggled to retain passengers. The coastal town of Daytona Beach is about 75 miles from Orlando International Airport (MCO), and the breadth of flights offered there means travelers often choose the larger airport by default. But DAB, a non-hub airport, is growing. In 2023 DAB served 720,000 passengers, up 7.1% over 2019 levels. Airport Director Karen Feaster is looking for further growth. She recently spoke with AXN’s Carol Ward about her goals going forward. E

WARD: I know you’ve had a long career at Daytona Beach International Airport. Can you share how your career grew in the airport? FEASTER: When I started (more than 30 years ago) they were building a new terminal. I went to Embry Riddle University and I watched them build this facility, and then I was a volunteer intern. After that I went into airport operations and then kind of worked my way through the opportunities. I think that’s really what caused, or allowed, me to be committed to Daytona – I was fortunate that I was able to advance in my career through just the one airport. WARD: You were named director in the summer of 2020, when the pandemic was raging. Now that you have a few years under your belt as director and the pandemic is in the rear view, what’s your vision for developing the airport over the next five or 10 years? FEASTER: We have a lot of opportunities. Our Florida Department of Transportation does an economic impact study every year, and last year our impact was $3.2 billion. Our goal is to always grow that number. We have some vacant property on the south side of the airport, and our goal is to really get that property ready for development, leased out and developed. The revenue coming in will help lower the airline costs, which

would hopefully increase the air service. Our goal is to increase air service, and we need to increase the non-aeronautical revenues to make that happen. WARD: You’re focused heavily on air service development. Where are the gaps in your market or in your service? FEASTER: We’re very fortunate in that we do have two legacy carriers – Delta Air Lines and American Airline s. And last year Avelo Airlines started in our market. They fly from Daytona to New Haven – New York is our top market so that covers that area. Also, Sun Country Airlines frequently does charters. We have pretty good service [for] a non-hub airport. We’re in good shape, but there’s so much opportunity. We had a leakage study done and it shows that only 16% of our passengers come to Daytona International Airport. So that leaves a huge opportunity for a carrier to come in and grab that 84% [that is currently leaking to larger cities] . Of the 84%, 78% is going to Orlando. Orlando is an awesome airport. They’re growing, and they’re great worldwide with tons of options. However, parking is a huge problem right now for them – they’re just so overloaded and it’s very inconvenient for the passenger. Then there are long TSA lines. We really push and promote our customer experience. We like to say at DAB, you’re a VIP because it’s a totally

Above: Karen Feaster, director, Daytona Beach International Airport.

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DIRECTOR’S CHAIR

Above: Daytona Beach International Airport is growing, but it continuously struggles with leakage to Orlando, which is just over an hour away.

different experience. Parking is easy access and you’re typically through security and at your gate within 10 minutes. And it’s just a serene atmosphere. We say it’s convenient, friendly, and stress free. Once the passenger tries Daytona, usually they stick to it. WARD: Are you working with the business community to really get that messaging out? FEASTER: Yes, we’re very fortunate because our county council is very supportive of the airport and the business community as well. The airport and economic development are under the same department for the county, and the county understands how important the airport is. Our team works very closely with the business community, the chamber, and especially the [Convention & Visitors Bureaus]. In our area we have three CVBs. One covers Daytona, then there is one for New Smyrna Beach just south of us, and

one for West Volusia County. In addition, right on the airport we have Embry Riddle University, which is a huge partner of ours. We also have the Daytona Speedway (off-airport). The Daytona 500 was in February, and both Delta and American added flights from different areas. WARD: Are you okay on facilities at the moment? Do you have any capital development going on? FEASTER: Our terminal is 32 years old, but luckily when they built it, it was very modern design. In 2021, we did…a facelift, and the terminal really was transformed. It is absolutely gorgeous. We wanted you to feel, when you get off the aircraft, that you are on vacation. We have a large water feature, so you hear the water, you see the natural light coming in and a lot of plants. Also, with the terminal renovation, we did a lot of projects that really focused on the customer experience. For example, we created a gorgeous art gallery. And

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DIRECTOR’S CHAIR

Left, Below: DAB’s open and airy terminal is designed to optimize the customer experience, with natural light, a water feature and other amenities evoking a vacation vibe.

our business center is unique because not only is it a gorgeous place to sit and either do work or just have some quiet time, but we partner with our library system and they provide books that they’ve taken out of circulation, and those books are available for the passengers. Passengers can just take a book, no need to return it. They also have a QR code where you can download music or movies or magazine articles. We’ve focused a lot on the inside of the terminal, and now we’re focusing on the outside of the terminal. We have recently completed a huge parking project. One of the other main things is the signage –the wayfinding [is being modernized]. WARD: Do you have plenty of space with no need for additional gates at this point? FEASTER: Traffic is growing. The community is growing so much and there are exciting things happening. We’re starting to work on a terminal expansion. We’re the pre-design phase right now. WARD: In the terminal, who operates your concessions? FEASTER: For food and beverage and news and gift, we have Faber Coe & Gregg ( Faber International ) out of New Jersey. For advertising we use Clear Channel . We just renewed the Faber contract. They’re up 15%, so they’re doing great. Another unique thing that we have at our airport is a gorgeous meeting room

that overlooks the airfield. We have a lot of community functions that come in and they get to cater it. WARD: You touched on the land development earlier, but tell me a little bit more about what you’re envisioning? FEASTER: We have over 300 acres available on the south side of the property. Location-wise, we are right at the intersection of I-4 and I-95 – that is a

huge plus when trying to lease property. We have a 54-acre site or parcel that we are in the process of getting site ready. We’ve already broken ground, and we’re bringing utilities to it and getting it in a more buildable state. Embry Riddle is [embarking on] a big project (undisclosed at press time) – a game-changer that is really going to increase the demand for our property.

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Above, Right: No celebrity chef has had quite an impact on the airport food and beverage scene as Wolfgang Puck, who has been in the airport business for roughly 30 years, opening all types of concepts in airports around the world. (Pictured is the LAX Marketplace, comprised of The Kitchen Counter, Wolfgang Puck Pizza, and Wine Bar.)

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Celebrity Chefs Are Making Inroads In The Casual Dining Space

BY SALLY KRAL

In the world of celebrity chefs with airport businesses, none loom quite as large as Wolfgang Puck. He’s done it all, from formal sit-down restaurants to quick-service pizza spots, in airports across the globe. “Wolfgang was the first chef in airports; he’s been in the airport business for approximately 30 years,” notes Vince Modica, executive vice president of license business for Wolfgang Puck Worldwide, Inc. , which handles the chef’s non-traditional business. “With all those

years of experience, we have a unique way of operating in the airport market. We’re not a box, we’re a custom-solution approach. You have the space, we’ll come up with a solution that will work.” For instance, when the trend in North American airport RFPs began favoring concepts from smaller, local chefs for larger sit-down restaurants, Wolfgang Puck Worldwide pivoted to expanding its sit-down concepts internationally and focused on its more casual concepts with

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Above, Right: Many high-profile chefs have shifted their business strategies in recent years to create QSR brands for the airport, offering their premium, high-quality food in a casual and affordable setting. Pictured are Tico by Michael Schlow at BOS; Folse Market from John Folse at MSY; Northern Soul from Justin Sutherland at MSP.

smaller footprints - and typically less expensive associated labor and buildout costs - for North American airports. Modica points out that while every concept has its benefits and challenges, fast casual and quick-service concepts tend to be more operationally simple to run. “In these more casual settings, they can be self sufficient stores. You can usually do storage and prep on-site, whereas if you want a full service restaurant, unless you have enough square footage, you’re typically going to need commissary space and prep space, which the airports are now charging for,” he says. “It just causes a whole different dynamic and there’s a different cost factor to consider.” With Puck leading the way, more and more high-profile chefs are taking similar note and introducing QSR and fast casual concepts of their own to the airport space. “Early ventures by celebrity chefs in airport QSR spaces, like Wolfgang Puck Express, proved successful, and this demonstrated the viability of the model and encouraged other chefs to join the trend,” notes Liz Grzechowiak, senior director of brands and concept development for Delaware North . “We’re seeing a really big push with the Food Network chefs of the world - especially post-pandemic, they’re increasingly interested in QSR concepts. Chefs who previously would have only wanted to be associated with best-in-class, high-end, full-service concepts are now very interested in a premium offering at the QSR level with a tightly controlled menu.”

Echoing this, Brian Lynch, senior manager of brands and concept development for Delaware North, says that the last few years have made many chefs rethink their traditional ways of doing business. “As chefs have seen others deliver culinary experiences outside of the traditional fine dining setting, it has encouraged them to come up with new and creative ways to express themselves and attract a broader or new audience.” Celebrity “It” Factor It’s no secret that airports have been putting a greater emphasis on local concepts from regional chefs in recent years, but Modica warns that with some airports this trend can go too far. “There have been local chefs that may have been the hottest thing in the market at the time that the RFP was locked in, but then by the time the concept actually

opens, which can take a year and a half or two years, that chef and brand may no longer be relevant in that market,” he explains. “And if the brand is there for a seven-year agreement, there are many cases where in the life of the agreement, the brand has even shuttered on the street. That’s very different than with a celebrity chef with international appeal.” Delaware North partners with several high-profile chefs for QSR and fast casual concepts in airports across the country, including Atlanta Hartsfield Jackson International Airport (ATL), with Wolfgang Puck Fresh Express; Austin International Airport (AUS), with Salt Lick from Scott Roberts and Peached Tortilla from Eric Silverstein; Boston Logan International Airport (BOS), with Wolfgang Puck Pizza and Tico by Michael Schlow; Los Angeles International Airport (LAX), with Wolfgang Puck Pizza and Wolfgang

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AX NEWS JUNE 2024

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Puck Express; Louis Armstrong New Orleans International Airport (MSY), with Dook’s Burgers from Edgar Chase and Folse Market from John Folse; Minneapolis–Saint Paul International Airport (MSP), with Northern Soul from Justin Sutherland; and Nashville International Airport (BNA), with Pig Star from Carey Bringle. “Celebrity chefs are the new rock stars of our time, with some chefs having multiple TV shows, speaking engagements, and more,” says Maximillian McClelland, senior manager of brands and concept development for Delaware North. “They bring with them established brand identities and loyal fan bases, which can help drive traffic to new outlets, and they lend credibility and trust, reassuring travelers of the quality and consistency of the food, making for a great experience.”

Brand recognition and familiarly are important in airports, two things celebrity chefs certainly offer, notes Tyler Pitman, senior vice president of concept development, brand partnerships, and adult beverage for North America for Avolta . “Oftentimes, restaurants operated by such chefs become a destination in an airport, with people going out of their way to experience the food, whether that means venturing to a different terminal during a layover or deliberately flying through a city for the airport’s food,” Pitman says. HMSHost , part of Avolta, operates several quick-serve concepts in partnership with high-profile chefs across North America, such as Tortas Frontera by Rick Bayless in Terminals 1 and 3 at Chicago O’Hare International Airport (ORD); Love Shack with Tim Love at Dallas Fort Worth International Airport (DFW); and Border Grill with Susan Feniger and Mary-Sue Milliken at LAX.

Below: Because celebrity chefs often have a loyal fan base, their airport QSR and fast casual operations become destinations in an airport, with travelers going out of their way to visit these spots. (HMSHost-operated concepts Tortas Frontera by Rick Bayless at ORD and Love Shack with Tim Love at DFW shown.)

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in Phoenix Sky Harbor International Airport (PHX). “After signing a Worldwide Franchising Rights Agreement with Intelligration Capital, LLC in late 2021, we’re on track for exponential growth,” says Michael McGill, president of the brand. “In the past year, Bobby’s Burgers expanded its presence by stepping into the airport space with our location at PHX in collaboration with The Grove, Inc ,” he says. Both streetside and airport locations are in the works, including a location at Raleigh-Durham International Airport (RDU) with Grove Bay Hospitality Group . Guy Fieri, another Food Network star, opened his Chicken Guy! QSR concept at LAX in partnership with Earl Enterprises last year. “Guy Fieri is one of the most recognizable chef personalities in the country and his fans know him best for his emphasis on quality, flavor, and fun - we couldn’t have a better partner,” notes Jason Taliaferro, senior vice president of the brand. “Celebrity chefs have unique insight into current trends and an understanding of what consumers want and need from restaurants. More than ever consumers are looking for quality food and service with a fast, frictionless experience.” Accessibility And Reach Many high-profile chefs are associated with more upscale operations on the street that may be out of reach for many everyday consumers. A fast-casual take on these operations or an entirely new QSR concept with the chef’s own menu creations broaden the chef’s audience, especially in an airport setting. “Passengers and airport employees can try the celebrity chef’s ‘greatest hits’ without committing to a longer, sometimes more formal, dining experience,” notes Michael DiCosola, president of MarketPlace Development , developer and manager of the concessions program at BOS, including the Tico by Michael Schlow concept. Delaware North’s Lynch points out that celebrity chef-backed QSRs offer the ideal combination of high-quality food with speed of service and affordability. “In addition, the QSR format is easier to duplicate and scale and creates a natural baseline for brand awareness by leveraging the chef’s celebrity status,” he says. “The chefs garner more attention

Charles Bluemle, senior vice president of operations and partner relations for Concessions International , says well-known chefs can offer a tipping point to airports. “Celebrity chefs bring a level of cache to a concessionaire’s portfolio and a value to the bid because the chefs come with an established following, a strong social media presence, offer a destination experience based on their personal brand and they are backed by a strong marketing team,” he says. Concessions International has operated Bobby’s Burger Palace from Food Network star and chef Bobby Flay at ATL since 2018. “The power of the celebrity chef will continuously drive attention to wherever their location may be in an airport through brand recognition and word of mouth,” Bluemle says. “They are always on trend. Because celebrity chefs are elevated on platforms like the Food Network and social media, they offer highly sought after dining experiences based on well known personalities and stellar menu-related reputations.” Bluemle adds that celebrity chef concepts also give credibility to the concessionaire. “By aligning with a celebrity chef, it validates a concessionaire’s ability to run celebrity chef locations if they are willing to partner with you.” Bobby Flay’s newest concept is Bobby’s Burgers by Bobby Flay, which is the chef’s first franchise concept and is currently

Top: Food Network star and chef Bobby Flay debuted Bobby’s Burgers by Bobby Flay, his first franchise concept, at Phoenix Sky Harbor International Airport last year, with plans to open in RDU in the near future. Above: Concessions International has operated the fast casual Bobby’s

Burger Palace from Bobby Flay at ATL since 2018, marking the celebrity chef’s first foray into the airport business.

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and followers than could reasonably be accommodated through a traditional sit-down restaurant model.” Grzechowiak adds that as a new prominent generation of travelers, particularly Millennials and Gen Z, emerges, airports need to be laser-focused in offering more interesting and high quality food options to tailor to these demographics. “This generation is known for having grown up with more diverse culinary experiences and higher expectations for quality, even in fast-casual settings,” she explains. “Celebrity chefs entering the QSR space capitalize on this by offering familiar names and showcasing their culinary talents in a convenient format. This can be a win-win for both the celebrity chef, who gets increased brand exposure, and the airport, which gets improved customer satisfaction, creating a more elevated and

competitive dining experience for the modern traveler.” Concessions International’s Bluemle notes that the emergence of more celebrity chefs in the QSR airport space reflects a keen strategic move on the part of the chefs. “It’s about these chefs taking advantage of the opportunity to put their brand in an airport space when they don’t want to wait for the full-service, chef-inspired RFPs to come out,” he says. “It’s about having one more tool in the toolbox and being available for the variety of opportunities that come out.” And, of course, there’s the undeniable fact that there’s no place quite like the airport for brand exposure. “The main purpose for any brand, not just a high-profile chef, is really for marketing - it’s a phenomenal way of getting recognition from people that perhaps would not have

heard of you before,” Modica notes, adding that there is one important challenge to consider. “You have to ensure that the operator is going to operate the airport concept up to your systems and quality, because if you have a restaurant on the street, but the operator is bastardizing the concept in the airport, now you have a negative reputation,” he says. “So you have to be really careful or have the systems in place, including trainings, certifications, and follow ups, to ensure it’s being operated correctly.” DiCosola notes this as well. “The key to success for celebrity chef-driven concepts is maintaining consistency and quality of the chef’s brand, especially in a QSR where the passenger may expect to find a diluted version of the brand,” he says. “We feel strongly that the celebrity chef should have a consistent presence in the space to give more credibility to the authenticity of the brand.” As to whether celebrity chef QSR and fast casual concepts have staying power in the airport space, Bluemle feels it depends on the power of the celebrity. “As long as the celebrity chef trend continues, it’s about whether their status warrants enough of them,” he says. “Celebrity chefs who know how the airport space works realize they need to have more than a traditional full service concept in their portfolios so they can reach people who otherwise would never have the opportunity to experience them at street level. Ultimately, a celebrity chef having a casual space in an airport makes them more accessible, allowing them to get closer to customers through brand connections and engagement, especially as travelers post about their travel experiences on social media and tag the chef and the chef’s branded concept restaurant.” Grzechowiak believes that in order to stay relevant, celebrity chefs, just like any other food and beverage operator, need to stay ahead of trends. “As the market becomes more competitive or saturated, celebrity chefs will be forced to innovate beyond just quality offerings,” she explains. “Leaning into the trends that resonate with younger travelers such as sustainability, local sourcing, healthier options, and technology will ultimately help distinguish themselves and build stronger brand loyalty among this key demographic.”

Right, Below: Food Network star and chef Guy Fieri opened his Chicken Guy! QSR concept at Los Angeles International Airport in partnership with Earl Enterprises last year, joining a growing list of high profile chefs getting into the QSR and fast casual airport space to broaden their reach with a wide range of consumers.

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SPIRITED

Distillery-Branded Concepts Are Gaining Traction In The Airport

In fall of 2023, SSP America debuted a new bar from local business Boston Harbor Distillery in Terminal E at Boston Logan International Airport (BOS), offering classic pub fare alongside an extensive cocktail menu featuring the brand’s locally made spirits, including whiskey, gin, rum, liqueurs and more. The bar is the latest distillery-branded concept to open in an airport—a trend that has been catching on in recent years. Westward Whiskey was among the first to open an airport distillery tasting room, which debuted as a kiosk in Portland International Airport (PDX) in 2013 under the distillery’s former name, House Spirits Distillery. The kiosk was so well received

BY SALLY KRAL

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Left: Boston Harbor Distillery bar and restaurant at Boston Logan International Airport is generating one of the highest revenue-per-enplanement levels across the country for SSP America since its opening.

Above: Rhonda Kallman, founder and CEO of Boston Harbor Distillery, believes an airport outpost is an important differentiator for craft spirits brands looking to reach a wide and diverse audience and stand out in an increasingly competitive market.

“Over the last five years, our increase in total adult beverage sales as a percent of total sales mix has increased, with the majority of the increase driven by spirits,” he says. “Spirits now represent a significant portion of our total adult beverage sales—they are in fact the largest category, larger than beer sales. Whiskey and tequila have been the two biggest spirit categories driving that increase, and we are also seeing an increase in demand for craft cocktails.” Bob Stanton, SSP America’s senior vice president of business development, adds that American whiskey, in particular, is seeing a surge in popularity. “Combined with an interest in mixology and craft cocktails as well as global demand, whiskey’s popularity is at an all-time high,” he notes. “What’s happening in airports is a reflection of the larger market interest.” Boston Harbor Distillery opened at BOS less than a year ago and it’s already been very successful. “With the recent opening of the new security entrance in Terminal E the Boston Harbor Distillery has moved into our second highest sales location in SSP’s Boston portfolio,” Stanton says. “Boston Harbor is generating one of the highest revenue-per-enplanement levels across the country for SSP America during this opening phase of the terminal development.” Local craft distilleries seem poised to take off in a big way in the airport, following the trajectory of craft breweries, points out Tyler Pitman, senior vice president of concept development, brand

that it led to a successful proposal for an inline tasting room, which opened in late 2016. In the tasting room, travelers can sample the Westward range of American single malts and also purchase bottles and merchandise. Since Westward hit the ground running at PDX, other North American distilleries have taken note and opened their own airport outposts. Josh Barone, vice president of commercial at SSP America, points out that spirits sales have been booming in recent years, making partnerships between concessionaires and local distilleries a no-brainer. AWAY

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partnerships and adult beverage for North America for Avolta . “Much like outposts of local breweries have proven to be tremendously popular in airports, I could see more airports having extensions of their local distilleries as well,” he says. “Local distillery-inspired bars and restaurants not only offer a sense of place in an airport as a representation of the local community, but also allow us to create a platform to highlight and feature local products. It’s a chance for us to champion a local business and help create awareness.”

Whiskey Bar at Nashville International Airport (BNA). “When you’re at the Charlotte airport, it really feels like you’re in Charlotte with all the outposts of local restaurants and breweries—you get a real taste and flavor of the city, and I saw an opportunity to be a part of that,” says Oliver “Ollie” Mulligan, founder of Great Wagon Road Distilling Company , lauded as Charlotte, North Carolina’s oldest distillery, specializing in American single malt whiskey and other spirits. The distillery’s bar debuted in Concourse A at CLT in early 2020. “It’s going quite well: Over 53 million passengers traveled through CLT last year, so that is a lot of foot traffic and I anticipate serving even more travelers when the airport finishes its Concourse A expansion project,” Mulligan adds. “Seeing Great Wagon Road in the airport is something I’m really proud of. There are millions of travelers passing through

A Growing Trend HMSHost , part of Avolta, operates numerous distillery-branded bars and restaurants across the country, including Mockingbird Distillery & Smokehouse at George Bush Intercontinental Airport (IAH); Wigle Whiskey Tasting Room, Bar and Restaurant at Pittsburgh International Airport (PIT); the Great Wagon Road Distilling Company bar at Charlotte Douglas International Airport (CLT); and the Green Room Lounge &

Left, below: The Green Room Lounge & Whiskey Bar at Nashville International Airport is the latest distillery-inspired

concept from HMSHost. . Photos by Ford Photography

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