FAB 2024
Adapting to new consumer trends
In the final session of day one at FAB 2024, consumers and their evolving tastes and appetites became the centre of attention.
A panel of leaders discussed the emerging trends and influences that will dictate what airport F&B offers in the future and how we engage in new and different ways with the traveller.
Participants included SSP Group Marketing Director, UK, Ireland and the Netherlands & Managing Director, Ireland Fi Logan-Wyeth; Villa Restaurant Group Director of Business Development Christopher McNamee; Toronto Pearson Airport Associate Director Concessions Development Suzanne Merrell; and Conceptional Founder & CEO Reoewein Niesten.
Fi Logan-Wyeth: Menu innovation
Themes that recurred included premiumisation, localisation and sustainability.
Logan-Wyeth highlighted SSP’s sustainability drive using examples from its Upper Crust business. “We know that plant-based and vegetarian food generally has a lower climate footprint than foods containing meat. We’ve therefore been innovating to create delicious new plant-based options – with the key test being that customers respond positively to them.
“Last year, alongside our meaty Christmas-themed limited-availability Hog Roast baguette at Upper Crust, we developed an exciting plant-based alternative – a Beetroot & Roasted Mushroom baguette.
“This naturally plant-based dish hit all the key flavours of the season while providing customers with a plant-based, veg-first alternative at an indulgent time of year.
“Customers loved it – it made up 37% of the sales volume of our Upper Crust festive baguettes range, with more than 12,000 baguettes sold over two months.”
Recipe innovation and menu positioning also take greater account of carbon footprint while building on consumer choice.
In its premiumisation pursuit, SSP is partnering with well-known chefs to develop fine-dining concepts and is proposing premium or add-on versions of classics such as burgers to encourage trading up.
Travelising local concepts is a key element in building sense of place in a commercial way while remaining authentic. Examples include strengthening The Breakfast Club (London Gatwick) proposition in travel and further extending the travel concept for UK brands such as BrewDog.
McNamee addressed Villa Restaurant Group’s concept development across its 36 US airport locations.
Key considerations, he noted, are to use common kitchens across multiple concepts to allow for variety and to satisfy a greater population of preferences, restrictions and tastes.
Christopher McNamee: Creating new efficiencies in the kitchen
He also spoke about the challenge of cooking in smaller, more limited spaces today in a ‘non-vented world’.
“Tech-forward equipment such as ventless, recirculating hoods should be considered by airport tenant coordination. Revamped design criteria, enhanced power supply and expanded utility availability can enable better experiences for our guests,” he said.
He also encouraged airports to offer more ‘open concept’ RFPs to allow for creativity in responses.
“The newest trends don’t usually fit into standard categories, so how do we make space for innovation? Let’s consider how to reward leading concept plans through open categories, dual branding and virtual store fronts.”
Suzanne Merrell: Blurring the F&B and lounge space
Toronto Pearson’s Merrell spoke eloquently about how the airport is advancing guest choice across its estate, which had F&B sales of C$268 million (US$195 million) from 97 units last year.
Local food emphasis and health & wellness are at the heart of the menu evolution.
Integrating eco-friendly initiatives (eliminating single-use plastics, recycling oil and grease) into airport dining helps Toronto Pearson meet its sustainability targets.
Technology support to improve the experience is also high on the agenda.
“By integrating technology to optimise the ordering process and elevate the customer experience, we aim to blend efficiency with personalised service,” said Merrell. Examples include Uber Eats for mobile ordering, self-order kiosks and QR code menus.
Reoewein Niesten: Future focus
Chef partnerships that also highlight a commitment to diversity & inclusion, while enhancing the experience with interactive classes, book signings and chef meet and greet sessions also help build reputation.
The development of F&B in lounges was a hot topic at the event, one raised by Merrell as an opportunity. At common-use lounges, partnerships with card companies can help drive penetration and spend, she emphasised.
Niesten assessed the changing consumer journey on behalf of his F&B consultancy Conceptional. He spoke about the imperative to understand a new generation of travellers, whose travel choices are influenced by TikTok more than ever, and by factors from climate change to food discovery.
Key areas of focus for the industry should be digital innovation, an emphasis on wellbeing, the circular economy and a sustainable future, he noted. Niesten also highlighted the increasing convergence of retail, F&B and hospitality, all with value and quality at the centre.
“We need a new customer-centric approach and to move from business cases to value cases,” he concluded.
FAB eZine
August 2024
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