FAB 2024
New dimensions in North American airport dining
How three leading North American airports are investing with their partners to transform traveller experiences through dining was the subject of an important day one panel session.
Speakers included Dallas Fort Worth International Airport Vice President Concessions Zenola Campbell, JFKIAT Vice President Customer Experience & Commercial Belinda Jain and Vantage Group Vice President of Commercial & Midway Partnership CEO Sammy Patel.
The view from North American airports: (left to right) Dallas Fort Worth International Airport Vice President Concessions Zenola Campbell; JFKIAT Vice President Customer Experience & Commercial Belinda Jain; and Vantage Airport Group Vice President of Commercial Sammy Patel discussed the changing airport F&B and retail concessions landscape in the region with moderator Dermot Davitt
Campbell explored how Dallas Fort Worth International Airport homes in on its key customer groups, with a special commercial emphasis on ‘Indulgent Explorers’ – 44% of spend, younger, and likely to spend more on airport amenities than other segments – alongside ‘All Biz Road Warriors’ – 28% of spend, travel the most and works in the terminal, taking advantage of business amenities.
In assessing the airport strategies around F&B, she noted that two-thirds of shoppers take F&B purchases to go. Of the core needs, Campbell said: “Positive dining and shopping experiences are characterised by having access to a wide range and variety of options, as well as short lines/quick service. Travellers value visibility of terminal surroundings, providing a positive mindset about their travel departure.”
Zenola Campbell highlighted the importance of the consumer groups known as ‘Indulgent Explorers’ and ‘All Biz Road Warriors’
Campbell also spoke about the airport’s forthcoming big projects, including Terminal C and Terminal F, alongside others. In all there are 184 locations coming up for RFP in the years to 2030, with the airport keen to develop further food and retail spaces and offers that “connect with the community”.
New York JFK Terminal 4 is taking a hyper-local approach to its terminal redevelopment concessions plan, with the aim to lift both reputation and spend at the privately owned facility.
“Our travellers told us they want more local brands, more efficient service, more sense of place and more New York vibes,” declared Jain. The next wave of concepts will be ‘future-ready’ and inspired by New York’s boroughs in design and offer.
Sammy Patel stressed the importance of impactful storytelling aimed at the consumer
New concessions should “speak and communicate like New York”, the products and services should touch the emotions and deliver dynamic and innovative experiences.
“Sensory selling” that uses all senses will be key, as will “relationship selling” where sales associates share their category expertise, brand passion and product knowledge.
Summarising what new audiences are seeking, Vantage Group’s Patel highlighted the requirements for food hall-type service, saying that “the relaxed and communal nature of these styles reduces formality”.
Evolving food ethics means our sector must become “better at storytelling and, importantly, those that are impactful and meaningful. Gen Z and Alpha are seeing the impact of climate change and have experienced a global pandemic firsthand”.
Travellers today want to be heard and are happy to share their experiences – all of this influences how they interact with airport services.
The concessions thinking for New York JFK Terminal 6, under redevelopment, has fed off these changes in the consumer mindset, said Patel. He also homed in on key projects at Chicago Midway, New York LaGuardia Terminal B, Kansas City International, Montego Bay Sangster International and Philadelphia 30th Street Station, each of which has been adapted for upgraded passenger expectations and their demands for greater choice, convenience and control.
Belinda Jain emphasised sense of place, saying that new concessions at JFK should “speak and communicate like New York”
FAB eZine
August 2024
FAB is published by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher.
To find out more visit www.moodiedavittreport.com and to subscribe please email Kristyn@MoodieDavittReport.com