The airport professional's source for airport industry news, articles, events, and careers.
Issue link: http://airportbusiness.epubxp.com/i/140389
MANAGINGAIRPORTSTODAY Shula's Bar & Grill offers passengers a tasty treat at Miami International Airport. CONCESSIONS' APP KEEPS TRAVELERS CONNECTED APPS are available for everything a person can imagine, from financial planning to coupon clipping. Airport concessions are jumping on the smartphone app craze and allowing passengers to search menus, order meals and have them delivered to their gates. It's a way to improve the passenger experience by recognizing their mobile lifestyle, and desire for simple and efficient travel. B4 YOU BOARD is a development by HMSHost being used at numerous airports nationwide after its launch in May 2011 at JFK International Airport in New York. Sarah Cody, the company's senior director of Communications and Public Relations, says that B4 YOU BOARD is free to iPhone users and also to select Android phones. She explains the option to order a meal from the ticketing or security line, and then have it delivered gate-side minimizes the stress of travel. "Many travelers rush to their The B4 YOU BOARD gate to ensure they won't miss updates on their flight staHMSHost concessions tus, and do not feel comfortable leaving," Cody says. Others program originalmay begin with limited time, and not have an opportunity ly launched at JFK to stop and eat before reaching their destination. The app International Airport. also allows travelers to order a meal and simply pick it up at a designated station on the way to their gates. B4 YOU BOARD has been "extremely well received by travelers, as well as the industry," Cody adds. It was recognized with awards from the National Restaurant Association, The Moodie Report and Airport Council International-North America. It was installed in Phoenix at the end of 2012, at the same time several new restaurants opened at Phoenix Sky Harbor International Airport. From Mexican and deli options, to burgers and Italian food, B4 YOU BOARD is available for the range of restaurants airports offer. 22 airportbusiness June/July 2013 available near the gate. ÒItÕs worth the effort to tailor the concessions assortment to the destination people are traveling,Ó he says. Songer adds itÕs important to offer both quick-serve and sit-down restaurant choices. And there needs to be some variety in both. Some people want the known quality of a WendyÕs, while others prefer the regional flavor of its Cuban restaurant, Kuva. ÒSuccess comes with a blend and balance,Ó he says. The blend and balance is met by relying on the concessions experts. When the Cuban restaurateur developed the idea for an Irish pub, Songer says he never would have thought to put that in Miami, Òbut thatÕs their business.Ó Knowing what the customer wants is key to a profitable and recognized concessionsÕ program. Whether working with a developer, master concessionaire or direct lease program, communicating and developing a positive relationship with tenants is a must to maintaining consistency and quality in the program. Walking the airport daily and hosting regular meetings keeps executives and decision-makers in tune with what the market demands. ÒWe need to keep up with whatÕs current, but also anticipate what will be hot in the future,Ó Reeb says. MSP has found great benefit in teaming with St. PaulÕs Hamline UniversityÕs MBA students to keep tabs on whatÕs hot and whatÕs not. The students do passenger survey work for the airport as part of their final projects. ÒThey talk to passengers at different times of the day, days of the week, and interview them,Ó Greer says. Each quarter, a new group surveys on a different topic. A recent one was on local brands versus national. He says that in all the RFPs, MSP also incorporates some localness. The airport wants to tell visitors through dŽcor, customer service and concessions that they are in Minnesota and the friendly Midwest. Greer says he and his staff are very involved with their vendors, and talk about menus and product offerings on a regular basis. A Customer Service Action Council also meets monthly to discuss what Òwe can do to raise the bar,Ó he says. While Miami has grown its program through mere space (more than 2 million square feet in