It’s hard not to notice how major airports across the country are gaining popularity with restaurant concepts. Airport environments offer solid growth opportunities and exposure to an influential traveling customer base. But before you take flight with that idea, here are some challenges to consider!
[box style=”light” color=”#000000″ bgcolor=”#dff3fa” rounded=”true”]LOCATION. More often than not, leases for airport concessions are non-negotiable and rents tend to be higher. There may be additional fees for trash collection, and marketing fees, as well. Make sure you have surveyed the overall pedestrian traffic of the airport so you are comfortable with the designated space.[/box]
[box style=”light” color=”#000000″ bgcolor=”#dff3fa” rounded=”true”]DESIGN. General design of your airport locale will also be influenced by the airport authority, so expect the design and review process timeline to be affected. You will need to make your POP work smarter with this new layout. BrandPOP can help with this! Ask us how.[/box]
[box style=”light” color=”#000000″ bgcolor=”#dff3fa” rounded=”true”]MENU. A special, pared down airport menu will need to be formulated to compensate for your limited kitchen and storage space. Your airport customers aren’t likely to mind this as they are probably trying to get to the right gate on time and don’t need to be overwhelmed with menu choices. Tip: Simple meal combos are your friend and your customer’s friend at the airport.[/box]
[box style=”light” color=”#000000″ bgcolor=”#dff3fa” rounded=”true”]STAFF. Make sure your airport restaurant staff has training that includes basic knowledge of how the airport functions and knowledge about their terminal, for their own benefit and the customer’s. They’ll need to consider that guests at these locations are sometimes stressed due to the challenges (security, parking, wait times) airport travel sometimes brings. While working at the airport brings a special energy to the workday, it also brings peak times with rushed travelers, so choose your staff carefully and ensure they are prepared.[/box]
Public perception of airport concessions is improving, which is great news for restaurant operators. There’s never been a better time to gain brand loyalty with a profitable location at a major city airport. Just be sure you maximize your POP potential with BrandPOP when you’re planning for lift off! 😉
Source: QSR Magazine, December 2013
Lisa Herrera Pilcher is the Business Development Consultant at BrandPOP. She uses her extensive background in print and client service to help build marketing strategy using BrandPOP's print collateral programs.
[box style=”light” color=”#000000″ bgcolor=”#dff3fa” rounded=”true”]LOCATION. More often than not, leases for airport concessions are non-negotiable and rents tend to be higher. There may be additional fees for trash collection, and marketing fees, as well. Make sure you have surveyed the overall pedestrian traffic of the airport so you are comfortable with the designated space.[/box]
[box style=”light” color=”#000000″ bgcolor=”#dff3fa” rounded=”true”]DESIGN. General design of your airport locale will also be influenced by the airport authority, so expect the design and review process timeline to be affected. You will need to make your POP work smarter with this new layout. BrandPOP can help with this! Ask us how.[/box]
[box style=”light” color=”#000000″ bgcolor=”#dff3fa” rounded=”true”]MENU. A special, pared down airport menu will need to be formulated to compensate for your limited kitchen and storage space. Your airport customers aren’t likely to mind this as they are probably trying to get to the right gate on time and don’t need to be overwhelmed with menu choices. Tip: Simple meal combos are your friend and your customer’s friend at the airport.[/box]
[box style=”light” color=”#000000″ bgcolor=”#dff3fa” rounded=”true”]STAFF. Make sure your airport restaurant staff has training that includes basic knowledge of how the airport functions and knowledge about their terminal, for their own benefit and the customer’s. They’ll need to consider that guests at these locations are sometimes stressed due to the challenges (security, parking, wait times) airport travel sometimes brings. While working at the airport brings a special energy to the workday, it also brings peak times with rushed travelers, so choose your staff carefully and ensure they are prepared.[/box]
Public perception of airport concessions is improving, which is great news for restaurant operators. There’s never been a better time to gain brand loyalty with a profitable location at a major city airport. Just be sure you maximize your POP potential with BrandPOP when you’re planning for lift off! 😉
Source: QSR Magazine, December 2013
Lisa Herrera Pilcher is the Business Development Consultant at BrandPOP. She uses her extensive background in print and client service to help build marketing strategy using BrandPOP's print collateral programs.
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