Airport Experience® News - Food & Beverage Issue 2025

visit during long layovers, allowing curious people to visit “whether they’re flying in from Los Angeles or London,” Cuellar says. The concept comes after Houston tallied a new record of over 48.4 million travelers last year, Cuellar notes. Meanwhile, the airport is planning on opening the second phase of a new international terminal alongside general expansions. “That kind of expansion pushes us to innovate the culinary experience,” Cuellar says. “We want our food and beverage offerings to reflect Houston’s energy, creativity, and diversity. That means championing homegrown talent, and there’s no better example than Simone Biles.” In a news release announcing the development, Biles says she plans for an “award-winning, signature menu” with some of her “favorite flavors sprinkled in for our guests.” Adding Biles to the lineup brings “a new kind of energy,” says Cuellar. “One that blends world-class athleticism with world-class hospitality.” Royalty-Based Model The Playmakers approach to celebrity branding deals works around the more traditional upfront investments from athletes, which can often be a large barrier. Rather than a big investment, Playmakers instead uses a royalty model similar to a franchise agreement, Myres says. Operationally, Playmakers either runs the restaurant themselves or they partner with another operator. If an individual concessionaire finds a specific regional opportunity, Playmakers tries to find a celebrity match, Myres says. The approach works because many athletes want professional representation but no operational headaches, he adds. “They’re not restaurant operators. They’re not concessions operators. They just want to be a part of it,” Myres says. Playmakers handles the development costs and operations, while the athletes provide naming rights, approve designs, provide menu input, lend artifacts and collect royalties. Menu development includes collaboration and taste tests for the celebrity guided by Mark Brezinski, an in-house culinary visionary. For Nowitzki’s restaurant at DFW, the former Mavericks

The gold medal winning athlete has passed through the airport many times on her way home after Olympic victories, says Cuellar, and her self-proclaimed status as a foodie pairs well with the airport’s ambitions for experience excellence. Playmakers Founder Derek Missimo says he’s holding out until the grand opening to tell more about the process and experience, but says he expects the space to be a hit. Taste of Gold will open in Terminal A near Gate A8 to give domestic travelers and Houstonians a “front row seat to support one of their own at their hometown airport,” Cuellar says. Myres says SSP America , which will operate the space, was instrumental in helping to secure the area. All five terminals at IAH will also have access to Taste of Gold through the airport’s Skyway people mover system. The link means all travelers will be able to

Above: Former Dallas Mavericks forward Dirk Nowitzki lends his name to a restaurant that opened in 2023 in Dallas Fort Worth International Airport. Such venues attract fans, many of whom add to their spend with purchases of exclusive merchandise.

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AX NEWS JULY/AUGUST 2025