Alongside the feature story in the magazine, Kral asked each leader a series of additional questions. In the second installment of this web-exclusive Q&A series, Brian Kumrow, vice president of culinary service for SSP America, shared his experiences and insights with Kral.
To read the full feature on the industry’s leading culinary directors, log in, subscribe, or check out the July/August print edition of Airport Experience News.
Kral: What’s your hospitality background and how did you get into the airport industry?
Kumrow: I worked my way up in streetside restaurants to becoming a multi-restaurant executive chef and then I began my corporate career in Western New York in gaming casinos, where I stayed for about six years. Then I moved into the airport channel and really started to excel at developing menus for non-traditional spaces. The position for vice president of culinary service came up at SSP and I thought it was a great fit for me and an opportunity to grow my career. I got the job and started on March 23 of this year.
I’ve really enjoyed working through the challenges of an airport environment, building small and efficient kitchens with elevated menus for travelers, and helping bring local brands into the airport.
Kral: What are some of the biggest food and beverage trends in airports right now?
Kumrow: Food in the travel industry has been evolving over the past several years and food has really become a part of the journey itself. We as chefs have really taken to that and have elevated our menus accordingly.
Highlighting locally, regionally inspired flavors has been a really big thing. I think travelers are seeking out locally inspired cuisines with a familiar feel.
Plant-forward also remains a trend, driven by economics and health awareness. Brussels sprouts and cauliflower have been making their way onto more menus, whether as appetizers or even main plate options. It’s not about villainizing meat, but plants and vegetables still have a big place on our plates.
In addition, snack kits and elevated grab-and-go options have really gained a share of our sales as our travelers are looking for quick and healthy options that align with some of their dietary restrictions and choices that need to be made fast in an airport. We’re looking to produce different bento box-style grab and go items that are high in nutrients and also recognizable to our guests, where they can walk up to a cooler and basically build a meal very quickly and check out and get on their way. And our company has done a great job in placing accurate nutritional facts, allergy notifications and ingredient lists on our products. I think that’s really separated us from the field.
Kral: What’s your approach to menu evolution to keep up with trends?
Kumrow: As we look to build menus at specific airports, we look to what’s happening streetside in the region, whether it be a global flavor that’s used in the region or something that really highlights the region, and then bring that onto our menu.
I go back to keeping our menu items simple but special — trying to offer recognizable options with local and global flavors. We’ve begun introducing what we call the Signature Series of menu items to our locations to really bring this idea to life. Examples of this would be an elote burger that might sell great in the Southwest or a kimchi burger for the Northwest. A burger is a really great vessel for showcasing flavors. Another example would be poke bowls, where there’s nice, fresh seafood in it and it also brings in those Asian flavors people are looking for.
We continuously evaluate and refine our menus as guest needs, travel patterns, seasonality, brand relevance and operational realities evolve. The goal is simple: better choices for guests, stronger execution for our teams, and menus designed for consistency, speed, quality and relevance.
