Creating a signature mix
HMSHost is one of the giants of North American food, beverage and retail provision, and with a number of new or recent projects to its credit, shows no signs of surrendering its eminent position. David Davies reports
One statistic alone – namely, the fact that the company operates at 19 of the region’s 20 busiest airports – is enough to make it abundantly clear that HMSHost (part of global travel amenity provider Autogrill) is a towering force in North American travel retail. But as HMSHost Corporation senior director, communications Susan Goyette is at pains to point out, the company’s approach to food, beverage and retail provision is informed by the same primary objective – no matter where the outlet in question may be situated.
“Our overarching goal is to make the traveller’s day better, whether our HMSHost concession is in North America, Europe or Asia,” Goyette tells Frontier. “As dwell times at airports increase – and as more people around the world are travelling – we strive to provide enhanced quality shopping and dining opportunities in the airport. Hopefully, our food, beverage and retail brand names provide a welcome relief from the stress of travelling.”
The family of brands alluded to by Goyette, and incorporating both proprietary and third-party offers, is considerable and diverse. Starbucks (North America and European locations), Wolfgang Puck Gourmet Express and Chili’s Too! (US sites only) are to be found at many major airport sites, forming part of an overarching strategy to create a “signature mix of local, regional, national and international brands” in all of HMSHost’s airport locations. More recent examples include a collaboration with a French company to bring Brioche Doree to the US at locations including Los Angeles International, Toronto Pearson International and John Wayne Airport in Orange County, California. Another outlet is due to open this spring at San Diego International.
“We’ve seen the food and beverage business at airports move from generic offerings to brands,” says Goyette. “We use our global experience to bring a unique food and beverage mix – of local, regional and international offerings – to our travel venue operations around the globe.”
In recent years, the company’s development of new offers in this category has been informed by what Goyette describes as “a tremendous globalisation of food”. The key to satisfying consumer expectations arising from this process is, it would seem, the provision of a comprehensive range of F&B outlets.
“People are travelling to many far ends of the globe and are enjoying great, flavourful food and they want to be able to enjoy it in airports, too,” says Goyette. “They want choices because they’ve travelled and experienced different cultures. They also want fresh and healthy options.”
Accordingly, the company has recently devised a proprietary restaurant brand called La Tapenade, with the first location now open at Chicago O’Hare International. Open since May 2007, La Tapenade offers paninis, Mediterranean flatbread pizzas, fresh salads, desserts, a selection of wines and Cappucino beverages, all available for either eat-in or carry-out. The company is also working with a stable of well-known chefs at several US airport locations, including Todd English (the Bonfire steak restaurant at JFK), David Wilhelm (Oasis at John Wayne International) and – the most recent addition – Martin Yan (Yan Can at San Diego airport).
Nashville state of mind
The desire to reflect an airport’s ‘sense of place’ is also in evidence at many major US locations, not least Nashville International in Tennessee, where HMSHost was awarded an 11-year contract to develop new F&B venues in August 2006. Phase one of a three-tier programme concession development programme saw the opening of several major new outlets, including Baja Burrito (California-style Mexican fare), Famous Famiglia Pizzeria (New York-based Italian-style pizza brand), Quiznos Subs (sandwiches and salads) and Burger King (operated by local partner Transfare, Inc).
“Airports are the first and last place for a trip, so we work hard to create a ‘sense of place’ by adding local brands to our offerings,” says Goyette. “In places like Nashville’s airport, we’ve added Baja Burrito, which is a well-known local favourite. Nashville is also the country music capital of the world, so we’ve created a Gibson’s Guitar Cafe, after the celebrated guitar brand, as well.”
Other notable examples include the involvement of a local ice cream provider, Fenton’s Creamery, in a store at Oakland airport (California), and collaboration with several restaurateurs local to Minneapolis-St. Paul International to bring their own particular concepts to the airport environment.
Great options, great service
With several other major projects due to have to come to fruition by the time you read this issue of Frontier – notably the opening of an MNG by Mango store at San Francisco International (see Box) – HMSHost’s enviable position in US airport retail and service provision looks set to become even stronger in the near-future. But as Goyette implies, there can be no complacency in a period when traveller habits have necessarily undergone a profound shift.
“Airports are increasingly considered the new gathering spot– more people travelling and fewer choices of flights allow people to spend greater time in the terminal and at the gate,” she concludes. “Therefore we have to continue to work to provide great food, beverage and shopping options with great customer service that makes the traveller’s day better.”
Still striving forward in San Francisco
One of HMSHost’s most enduring commercial relationships in North America has been with San Francisco International Airport (operated by SFO Airport Commission), where the company has developed and managed concessions for more than 50 years. A recent phase of development work has seen the creation of five new outlets at United Airline’s Terminal 3, the most heavily trafficked terminal at SFO: MNG by Mango (womens apparel), Golden Gate News Connection, Starbucks Coffee and two SFO News Express locations.
“As SFO and HMSHost have evolved during the last 50 years, so has our relationship,” said John L. Martin, director of San Francisco International. “We are pleased that we continue to work together with HMSHost to create the best airport experience possible for Bay Area travellers.”
“Our current retail shops and restaurants are driving some of the highest revenue per square foot at SFO today,” said Patrick Banducci, senior vice-president, business development for HMSHost. “These new concessions in Terminal 3 will complement and enhance SFO’s programme while returning almost $11 million in rent to the airport.”
Delicious
Digg
StumbleUpon
Facebook
