Airport Experience® News - Food & Beverage Issue 2024

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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AX NEWS JUNE 2024