Editor’s Note: The July/August issue of Airport Experience News includes a feature article on the better-for-you food and beverage brands that are making inroads in North American airports. Below is an abridged version of the article. For full access to the article, please log in, subscribe, or check your printed edition of the July/August issue.
As airports continue to expand their concessions offerings, one consistent customer demand rings clear: a need for additional healthy food and beverage options. Traveler requests for a more diverse palate of wellness-focused foods have opened a myriad of opportunities for both new and veteran brands to make their mark in the airport sector.
Many brands are likely hoping to follow in the footsteps of established companies like Farmer’s Fridge, the salad and freshly prepared food brand known for its 24/7 vending machines offering travelers grab-and-go options beyond the usual processed fare.
The brand, which has even recently launched a limited-edition partnership with Delta Air Lines to offer Farmer’s Fridge products on select flights from Los Angeles International Airport (LAX), continues to grow as healthy travel options become more and more popular, says Director of Sales Mike Saletta. “We’ve had organic outreach from airports looking for our concept,” adding that the brand installs and adjusts their menus to coincide with regional flavor profiles and customer feedback.
Other veteran brands like California- based SAMBAZON Açaí Bowls have continued to expand due to their ability to quickly install and operate their concepts in flexible footprints.
“I think the reason we’ve been able to launch is that our footprint is in line with non-traditional spaces – our first franchise was built like an airport,” says Ryan Black, CEO and co-founder president. He notes that SAMBAZON has quickly grown to operate in six airports with four more locations currently under construction. Black believes the secret to successfully carving out a corner of the airport market is a focus on quality product, “consistency, the ability to scale and profitability.”
There are also newcomers to the açai bowl airport market, including Everbowl, an airport hopeful already well-established in college campuses, casinos and stadiums. “Our founder Jeff Fenster was at a conference called Aspire. There was a woman in the crowd who deals with airports who approached him and said that this is a segment that is not fulfilled in airports,” says Hailey Coffman, manager of special operations for the brand. “That’s how we were able to get the opportunity to meet more players in this industry and get a better understanding of the industry overall.
Smooth Move
As for the most prominent airport health food trend? The equally portable, nutrient- packed smoothie, which continues to rise in popularity thanks to brands like smoodi, Bleni Blends, Tropical Smoothie Café and Smoothie King. Smoothie King, which operates locations at five U.S. airports, has seen a rise in repeat business as travelers take an increased interest in healthy options.
“Consumers are trying to evolve their health and wellness journey – I think they’re realizing that an offering like ours certainly fits within that,” says Chris Bremer, chief development officer of Smoothie King. “And secondarily, I think the airports in and of themselves realize that it’s important to have brands that fit within that spectrum as well.”
Smoodi is also attracting interest. “We’re going live in five airports next year,” says Pascal Kriesche, co-founder and CEO of smoodi, a fresh smoothie brand partnering with concessionaire Paradies Lagardère.
“Airport operators are eager to expand fresh food offerings, but labor and food waste remain major challenges. That’s where we come in,” he says. “Smoodi delivers real-fruit freshness without the staffing burden or spoilage, thanks to our proprietary self-cleaning technology. Our machines work 24/7, never take a day off, and require no maintenance, just simple restocking of our frozen fruit cups.”
For Peter and Stuart Shapiro, CEO and COO of rival smoothie vending machine company Bleni Blends, seeing the success of fellow healthy brands like Farmer’s Fridge helped them envision a plan to transition to airports. “Our model is very similar,” says Stuart. “It’s the competitive advantage of no water line, no waste line, no power upgrade. Basically, we roll it in, you give us a normal outlet, and that is it.” The product, which is plant-based, dairy-free, nut-free and kosher, is low-maintenance, too: “all the fruit that goes inside is shelf stable and real fruit, with no preservatives,” says Stuart.
Smoothie and health-forward brand Freshens currently operates in 155 locations across higher education, healthcare and military venues, as well as in four airport locations, with two more in the works.
“‘Healthy’ means different things to different people,” says John Stern, president. “Our goal is to provide consumers choices that meet their lifestyle goals. Some people are gluten-sensitive, so offering gluten-free options is appreciated. Others are vegan or ‘flexitarians’, meaning they don’t eat meat every day, so having a meatless protein to substitute for chicken offers an additional choice. It’s all about personalizing the experience for the guest.”
Innovative Options
Beyond smoothies, there are plenty of other health-focused brands hoping to make their way to the forefront of airport concessions programs. Director of franchise development Maria Frazelle of popular poke bowl company Pokeworks says the brand’s combination of freshly prepared fare and low-impact operations make it an ideal airport partner.
“We are so well suited for the airport – we don’t require hoods or grease traps, so we can fit into almost any space. We can get down to 300 square feet. It is a simplified operation with no cooking, so [there’s] no skilled labor needed,” says Frazelle.
Chef-curated, locally focused grab-and-go fare from Nourish Markets, currently in operation in at BWI, is also already making a splash. “Ever since we’ve been at BWI, it’s been received incredibly well, and we’re focusing on expanding as quickly as possible to other airports too,” says Sophia Macauley, co-founder and president. “Gen Z and millennials, specifically, they’re looking at the ingredients in the products they’re buying.”
While they’ve learned that getting into the airport space is “a lot more challenging than other spaces,” Macauley adds, they’ve also learned how to replicate their BWI model and really believe “that there’s such a need for this in the space that to us, it’s so worth it.”
And as for those still hoping to get into the airport market, Saletta of Farmer’s Fridge has some additional advice: “It’s the airport partners that are really going to be able to help you navigate those initial airports because the airport world is a different beast than your typical vertical outside the airport,” he adds. “Having somebody that’s done it before and [who] can help you navigate those obstacles” makes the transition smoother.
