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Airport Perspective on Branded Concepts

Airport Perspective on Branded Concepts. 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”. Customer Satisfaction

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Airport Perspective on Branded Concepts

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  1. Airport Perspective on Branded Concepts Marlene Coleman and Bill Swift

  2. Airport Concessions Primary Objective “ To generate revenue for airport operations and provide quality goods, products and services that enlighten the passenger’s travel experience”

  3. Customer Satisfaction World Class Concepts and Brands Strong Revenue Growth Innovation Opening Day Fresh Standards Sense of Place Continued ACDBE Leadership Dynamic Business Environment Program Goals

  4. Branding Defined “the use of advertising, distinctive design, process and other means to make consumers associate a specific product with a specific manufacture or operation”

  5. Brands Slogans “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”

  6. Brand Identity Celebrity Endorsements

  7. 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

  8. Pre 1980’s - What Brands? Coffee Shop News

  9. Benefits of National Brands in Airports • Customer Recognition • Consistency • Generate higher Revenues • Passengers Know and Seek out the Brand • National Advertising $

  10. Benefits of Local Brands in Airports • Sense of Place and local “Flavor” – Different • Sometimes Opportunity for Local Entrepreneurs • Adds Variety to concessions program

  11. Café Intermezzo – Concourse B One Flew South - fine dining - Concourse E

  12. Brands relationship to Airport’s Goals“the Passenger’s Perspective” • Brand Demographics relates to Airport Demographics • Gender • Age • Income • Street Performance • Operational • Revenues • Popularity with Customers • Translation into airport environment • Speed of Service • Operational footprint limitations • Brands Lifespan • Fits Airports Program Goals

  13. ATL Demographics • Age - 43 years old • Gender- 45% Male/55% Female • Income- $88,660 annually • Business/Leisure- 41% business/66% leisure

  14. 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

  15. Blackberry store • Demographics • 60/40% Male/Female • 39 average age • Above average education

  16. Future Concepts/Brand Trends for Airports • More Retail Brands in Airport • More creativity in Design and signage to showcase the Brands • Flexibility in technical specifications for best placement of brands and concepts

  17. QUESTIONS

  18. Airport Perspective on Branded Concepts Marlene Coleman and Bill Swift

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