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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”
Program Goals
o Customer Satisfactiono World Class Concepts and Brands o Strong Revenue Growtho Innovationo Opening Day Fresh Standardso Sense of Placeo Continued ACDBE Leadershipo Dynamic Business Environment
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”
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”
Brand IdentityCelebrity Endorsements
History of Branding in AirportsPre 1980’s – Generic concepts
1980’s National Branded Food Concepts are introduced in Airports:McDonald’sDunkin DonutsDominos Pizza
1990’s BAA Pittsburgh International Airport introduced National, Regional and local Branded Concessions Program
Pre 1980’s - What Brands?
News Coffee Shop
Benefits of National Brands in Airportso Customer Recognitiono Consistencyo Generate higher
Revenueso Passengers Know and
Seek out the Brando 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
One Flew South - fine dining - Concourse E
Café Intermezzo – Concourse B
Brands relationship to Airport’s Goals“the Passenger’s Perspective” o Brand Demographics relates to Airport Demographics
o Gendero Ageo Income
o Street Performanceo Operational o Revenueso Popularity with Customers o Translation into airport environmento Speed of Serviceo Operational footprint limitationso Brands Lifespan
o Fits Airports Program Goals
ATL Demographics
o Age - 43 years oldo Gender- 45% Male/55% Femaleo Income- $88,660 annuallyo Business/Leisure- 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 Airportso More Retail Brands in Airporto More creativity in Design and
signage to showcase the Brands
o Flexibility in technical specifications for best placement of brands and concepts
QUESTIONS
Airport Perspective on Branded Concepts
Marlene Coleman and Bill Swift
