Marlene Coleman and Bill Swift
Airport Concessions Primary Objective
“ To generate revenue for airport
operations and provide quality goods,
products and services that enlighten
the passenger’s travel experience”
o Customer Satisfaction
o World Class Concepts and Brands
o Strong Revenue Growth
o Innovation
o Opening Day Fresh Standards
o Sense of Place
o Continued ACDBE Leadership
o Dynamic Business Environment
“the use of advertising, distinctive
design, process and other means to
make consumers associate a specific
product with a specific manufacture or
operation”
It Takes A Licking and Keeps on ticking”
“
“Where’s the Beef?”
“Just Do It”
“plopp, plopp, fizz, fizz, Oh what a relief
it is”
“Don’t leave home without it.”
“Finger Licking Good”
“Let your fingers do the walking”
Celebrity Endorsements
History of Branding in Airports
Pre 1980’s – Generic concepts
1980’s National Branded Food Concepts are introduced in
Airports:
McDonald’s
Dunkin Donuts
Dominos Pizza
1990’s BAA Pittsburgh International Airport introduced
National, Regional and local Branded Concessions
Program
Pre 1980’s - What Brands?
Benefits of National Brands in Airports
o Customer Recognition
o Consistency
o Generate higher
Revenues
o Passengers Know and
Seek out the Brand
o National Advertising $
Benefits of Local Brands in Airports
o Sense of Place and local
“Flavor” – Different
o Sometimes Opportunity
for Local Entrepreneurs
o Adds Variety to
concessions program
Café Intermezzo –
Concourse B
One Flew South - fine
dining - Concourse E
Brands relationship to Airport’s Goals
“the Passenger’s Perspective”
o Brand Demographics relates to Airport Demographics
o Gender
o Age
o Income
o Street Performance
o
o
o
o
o
o
o
Operational
Revenues
Popularity with Customers
Translation into airport environment
Speed of Service
Operational footprint limitations
Brands Lifespan
o Fits Airports Program Goals
ATL Demographics
o
o
o
o
Age GenderIncomeBusiness/Leisure-
43 years old
45% Male/55% Female
$88,660 annually
41% business/66% leisure
Luxury Stores Psycho demographic:
•Functional – Superior Functionality and Quality
•Reward – Showcase their achievements
•Indulgence •Median household income $133k+
•Appeals to both Male and Female Shoppers
Blackberry store
Demographics
•60/40% Male/Female
•39 average age
•Above average education
Future Concepts/Brand Trends for
Airports
o More Retail Brands in Airport
o More creativity in Design and
signage to showcase the
Brands
o Flexibility in technical
specifications for best
placement of brands and
concepts
Marlene Coleman and Bill Swift