Resource Manual for Airport In-Terminal Concessions (2011) / Chapter Skim
Currently Skimming:
6 The Concession Mix
6 The Concession Mix
Pages 79-103
The Chapter Skim interface presents what we've algorithmically identified as the most significant single chunk of text within every page in the chapter.
Select key terms on the right to highlight them within pages of the chapter.
From page 79... ...
An effective concession plan requires balancing a number of factors: • The relative importance of the pre-security and post-security components of the concession program • The relative importance of each concession category in the concession program • The relative importance of concept types within the concession mix for each of the proposed concession categories • The relative importance of branded versus generic concessions within the proposed mix • The relative importance of national, regional, and local brands within the proposed mix • The incorporation of recent trends in the concession program • The judicious use of differentiating elements to create a sense of place • The relative importance of revenue return and customer service Table 6-1 shows an example of a food and beverage concession mix definition matrix recently used in preparing an airport concession plan at a medium hub airport. The same type of matrix is used for other concession categories.
|
From page 80... ...
Nevertheless, understanding the differences between supportable and available 80 Resource Manual for Airport In-Terminal Concessions Type of Service and Food Revenue Potential Level of Service Local Appeal Regional Appeal National Appeal Consumer Preference (from passenger surveys) TYPE OF SERVICE Fast Food/Food Court $$$ $$$ $$$ $$$ Cafeteria (self-service)
|
From page 81... ...
In fact, some brands were so ubiquitous that they became identified by consumers as being "airport brands." More recently, regional and local brands have been added to airport concession programs, which can help concession managers create a sense of place and differentiate their programs from those at other airports. Theming (i.e., incorporating local elements into the overall concession program design)
|
From page 82... ...
Figure 6-1 shows how a theme has been used to create a very local/regional sense of place at Vancouver International Airport. Local materials, architectural styles, a color palette derived from the Pacific Northwest, and native cultural icons such as totems and lodges are used to create a strong 82 Resource Manual for Airport In-Terminal Concessions Unit Number Zone Area (sq ft)
|
From page 83... ...
This theme has been used judiciously in the design of the concession space to create an environment that reflects both local design themes and the island's cultural history. Chicago Midway International Airport also represents a good example of the use of material to create a sense of place, in this case an urban environment featuring traditional masonry and building canopies typical of the Windy City, as shown in Figure 6-3.
|
From page 84... ...
This bar chart illustrates that almost 50% of passengers prefer a food program that includes a good assortment of national and local brands. With respect to the airport employee market, 60% prefer a concession program with a national and local assortment of brands.
|
From page 85... ...
Figure 6-5 illustrates the percentage of all hub airports included in the surveys conducted for this research where each type of food and beverage service is offered as part of the concession The Concession Mix 85 91 % 84% 81 % 79 % 70 % 58% 35 % 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Fu ll Ta bl e Se rv ic e Re st au r ant Co ck ta il Lo un ge /B ar Fo od C our t - Mu lt ip le Un it s Qui ck -S er ve Re st au rant s Fa st F ood Ca fé ( limit ed se rv ic e) Sp ec ia lt y Fo od /S na ck s Ca fe te ri a Source: LeighFisher using data from the airport surveys conducted for ACRP Project 01-11.
|
From page 86... ...
Source: LeighFisher using data from the airport surveys conducted for ACRP Project 01-11. 9% 9% 14% 14% 16% 19% 21% 21% 23% 33% 37% 40% 44% 44% 47% 47% 51% 56% 56% 60% 60% 63 % 77% 79 % 79 % 84% 84% 0% 20% 40 % 6 0% 80 % 100 % Ot her St eak Hous e Fi sh & Ch ip s Vegetarian/Health Food Ot her As i an F ood Pr et ze ls /P opc or n Ja p anes e/ Su sh i Wi ne Ba r Ba r beque S eafood Fr oz en Yo gu rt Ch i nes e Ch i cke n S oup D onut s Hot D ogs Ic e Cr eam Me xi ca n Sa l ads Ita li an F ood/ Pa st a Ju ic es /S m oothi es B agel /B ak er y Ho t S andw ic hes Ha m bur ge rs Pi zza De li- S andw ic hes S pec ia lt y Co ffee/T ea
|
From page 87... ...
91% 81% 63% 37% 28% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% News/Gifts News/Books Newsstands Convenience Store News/Coffee Source: LeighFisher using data from the airport surveys conducted for ACRP Project 01-11.
|
From page 88... ...
Figure 6-8 illustrates the percentage of airports included in the surveys conducted for this research that offer various specialty retail concepts within their concession program. 6.8 Duty Free Duty free retail is the strongest "magnet" concession in an international airport terminal.
|
From page 89... ...
The Customs service delegates considerable authority to its regional and district directors, so variations exist in how local duty free shops are built and operated. However, they must meet the requirements for bonded warehouses in terms of the security of the merchandise to prevent it from entering the domestic economy.
|
From page 90... ...
Where arrivals shops are located outside of the Customs inspection areas, they are often travel retail shops, not true duty free shops, and do not sell bonded merchandise on a true tax free or duty free basis. The common types of duty free merchandise include liquors and other alcoholic products, fragrances and cosmetics, and cigarettes and other tobacco products.
|
From page 91... ...
Na il Ca re Bu si ne ss Ce nt er wi th em ai l- fa x, c opy in g St at e Lot te ry Ti ck et Sa le s In te rn et Ki osks Sp a/ Ma ss age Th er apy Fo re ig n Ex ch an ge Pu bl ic Ph on e Ce nt er s Sh oe Sh in e Au to ma t ed Te lle r Ma ch in es Source: LeighFisher using data from the airport surveys conducted for ACRP Project 01-11.
|
From page 92... ...
6.10.1 In-Terminal Advertising Program A well-developed advertising program will ensure that all sites and media are fully integrated with the terminal architecture and environment, all sites are located for maximum effectiveness and sales, advertising does not conflict with wayfinding and other commercial signage, and the latest sign/telecommunications technologies are incorporated where appropriate. An in-terminal advertising program should include the following elements: • Identification of the optimum media range for the terminal and the markets specifically served by the airport • Identification of the best locations for each type and size of advertising media 92 Resource Manual for Airport In-Terminal Concessions
|
From page 93... ...
These wraps are relatively effective as passengers often stand by the baggage carousels for long periods of time. The Concession Mix 93 Figure 6-10.
|
From page 94... ...
94 Resource Manual for Airport In-Terminal Concessions
|
From page 95... ...
International terminals are an exception, where airport operators often provide carts as a service to arriving international passengers, who tend to travel with more checked baggage. Outside the United States, most airport operators provide baggage carts as a free service and offset the capital and operating cost of the service by selling advertising on each cart.
|
From page 96... ...
. Concession Advertising Advertising, whether on backlit dioramas, vinyl substrate, or other media, may also be attractive to retail and food and beverage concessionaires in the terminal, depending upon the 96 Resource Manual for Airport In-Terminal Concessions Figure 6-14.
|
From page 97... ...
Advertising outside of the shops is usually arranged through the airport advertising concessionaire. Product advertising within retail stores, such as fashion or cosmetics ads within duty free shops, or prominently displayed rows of identical magazine covers in newsstands, is usually provided in consideration for display allowances, usually in the form of wholesale discounts from the manufacturer.
|
From page 98... ...
It is much better to dedicate one of the screens to advertising than to incorporate advertising directly on the same screens as the flight information. Using screens not needed for flight information has limited 98 Resource Manual for Airport In-Terminal Concessions Figure 6-17.
|
From page 99... ...
. Figure 6-20 illustrates the proportion of airports that have included each type of nontraditional advertising in their concession programs according to the survey.
|
From page 100... ...
100 Resource Manual for Airport In-Terminal Concessions Figure 6-20. Percentage of airports surveyed using nontraditional types of advertising media.
|
From page 101... ...
51% 32% 12% 9% 6% 0% 10 % 20 % 30 % 40 % 50 % 60 % CNN Ai r por t C hannel Wi -F i – sponsor ed Ch il dr en' s pl ay ar ea – sponsor ed Tel ev is i on wi th sponsor shi p So ft dr in k pou ri ng ri gh ts Source: LeighFisher using data from the airport surveys conducted for ACRP Project 01-11.
|
From page 102... ...
The street pricing policy is displayed both in and around the concessions. 102 Resource Manual for Airport In-Terminal Concessions Letter Code on the Drawing (location)
|
From page 103... ...
More recently, software has been developed to inform passengers of concession promotions, and they can even check menus and place their orders on their portable electronic devices and smart phones. This information dissemination technology is still developing, building upon the geographic information system (GPS)
|
Key Terms
This material may be derived from roughly machine-read images, and so is provided only to facilitate research.
More
information on Chapter Skim is available.