Airport Experience® News - Food & Beverage Issue 2024

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times of day they can be nearly empty,” he says. “Firehouse Subs has invested heavily in increasing its speed of service by deploying steamers and toasters that are twice as fast.” The brand has also improved its mobile app, which has contributed to an increase in digital guests. “A popular feature of our app is Rapid Rescue To Go pickup, which helps reduce peaks in order preparation,” Duque says. “Offering pickup in our airport spaces is a short-term goal we have for the space. Kiosks have also gained popularity and have increasingly been deployed in our airport locations.” For Panera Bread, the brand’s mobile app and kiosk ordering contribute greatly to the brand’s success in non-traditional locations, Scobbie says. “In most non-traditional venues, our guests typically have limited time available to eat. Whether it’s college students having to find time to eat between classes, a nurse at a hospital with a short lunch break or an airport traveler with a flight to catch, we want to make it easy for the guest to eat at Panera,” he says. “Our proprietary technology solutions allow for the guest to maximize their time by ordering on their schedule.” Inspire Brands’ Rivello says that its order ahead platform is a key feature that has seen great success across its non-trad locations. “Not only does it continue to drive traffic for our franchisees, but it also results in a great guest experience with the ability to personalize and grab-and-go without needing to wait in line,” she says. Qdoba’s Richardson notes that the focus on convenience and speed is at a high in non-trad markets, making mobile app and kiosk ordering more relevant than ever. “In some of our higher education locations we have gone to mobile ordering or kiosk ordering only,” she says. “This accomplishes a couple things: It offers guests the convenience to pre-order from anywhere, plus it reduces the need for a POS function at the location.” Einstein Bros. Bagels’ Copenhaver believes the demand for self-ordering kiosks and mobile order and pick-up will only grow in the rapidly evolving landscape of non-traditional venues. “Additionally, ease of operation for labor is paramount, prompting the need for user-friendly systems and technologies that simplify tasks and optimize productivity,” he says. “We remain committed to staying at the forefront of these developments, leveraging our expertise and adaptability to meet the changing needs of customers in non-traditional spaces.”

Above: Bojangles is focusing on expanding into non-traditional venues such as airports, military bases, casinos, travel plazas, and colleges and universities. Right: Bob Cook, senior director of non traditional development for Bojangles, says the logistics of non-traditional markets are more complex but the exposure and potential for high volume make them attractive nonetheless.

can use those same learnings if that same franchisee wants to open a Jimmy John’s at Logan airport.” Unique Challenges In addition to limited space, there are several other factors that can make operating in non-traditional spaces more challenging than in traditional standalone restaurants. It’s often more difficult to attract labor to these types of venues, notes Panera Bread’s Scobbie. “This can be due to non-traditional work hours, security standards or other unique hiring requirements specific to non-traditional venues,” he says. Qdoba’s Richardson adds that union labor has posed a larger challenge in recent years. “This at one time was an issue mainly in airports, but it now has become more and more of an issue in higher education,” she says. “In addition, all of our venues are operated by experts in their field—higher education, airport food service, military food service, etc.—so it’s hard for some to cross over from one venue type to another.” While space and labor constraints are common across the non-traditional market, there’s often more to contend with in airports than other non-trad venues, Scobbie notes. “When operating in an airport environment there are different construction costs and different delivery logistics—there’s just more to take into consideration,” he says.

Einstein Bros. Bagels’ Copenhaver notes that airports present unique supply chain and food delivery challenges due to stringent security measures and logistics. “The layout of terminals and varying levels within airports requires careful coordination for production and transportation to ensure timely delivery to the stores,” he says. Cook of Bojangles also notes the complex process of getting products and employees into the terminal. “Additionally, airport spaces are expensive and typically have shorter lease terms and higher build-out costs,” he says. “However, the exposure and potential for high volume still makes it an attractive opportunity for brands.” Firehouse Subs’ Duque doesn’t feel that airports are necessarily more difficult to operate in than other non-trad venues, but they are unique in the sheer amount of competition there is within one setting. “In markets with low brand recognition, it can be a challenge to lure guests that have access to a wide variety of concepts,” he said. “Still, if done correctly, airport locations can be the ultimate marketing asset.” Innovative Solutions Duque adds that speed of service always has room for improvement in the food and beverage industry, but it’s especially critical within the non-trad space. “Take higher education for example: Frequently, students are free at the same time and that causes a strong rush at food halls, whereas certain

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AX NEWS JUNE 2024