Airport Experience® News - Food & Beverage Issue 2024

NON-TRADITIONAL OPPORTUNITIES SPECIAL SECTION *

THE NON-TRAD APPROACH Despite Operational Challenges, Non-Traditional Markets Are Worthwhile Ventures For National F&B Brands

BY SALLY KRAL

Left: Lorenzo Duque of Firehouse Subs says non-traditional venues can help a brand develop name recognition, and calls airports “the

ultimate marketing asset” for a brand.

For food and beverage operators, expansion into non-traditional spaces is often critical in achieving development goals and reaching a wide range of customers. “Non-traditional sites have two specific characteristics that make them particularly attractive for a brand under rapid expansion like ours,” notes Lorenzo Duque, senior manager of business development in the U.S. and Canada for Firehouse Subs, part of the Restaurant Brands International Inc. portfolio. “First, these venues usually enjoy high performance because of their high number of guests. Second, they work as marketing tools: Because many of the non-traditional channels have captive audiences and high traffic, potential guests will walk by the brand several times, see the sign, smell the food and start to recognize the name even before they decide to try the product.” Duque notes that the marketing aspect is particularly relevant in airports and on college campuses. “Airports will put you on the path of guests who might not have a location of your brand close to home yet, and higher-education sites will bring you to consumers who might develop a lifelong loyalty to your brand.” Indeed, while more traditional markets will always be a major development driver for brands, non-traditional markets offer unique opportunities for brand exposure.

Above: Firehouse Subs has developed specific non-traditional menus that feature the brand’s most popular items as well as reduce the number of ingredients and preparation procedures required by team members.

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AX NEWS JUNE 2024