The power of food and beverage offerings at airports

Food and beverage (F&B) in any travel hub, but especially within airports, is more important than simply offering travellers a sandwich and coffee.

In fact, a 2024 Future Places Lab study noted that over 60% of Millennial and Gen Z travellers now associate airport quality with its F&B offering. Why? Airports are unique spaces. People experience forced ‘dwell’ time and therefore need something to occupy them.

Investing in getting the ‘leisure’ balance right across F&B, retail, and other moments, has the power to enhance the overall passenger experience.

A strong F&B offer can help drive the overall perception of the airport. Today’s travellers have high standards and expect quality, sustainable dining options. They also want the airport to reflect the local area and culture.

There is a risk of falling into the trap of believing all airports are carbon copies of each other, but this couldn’t be further from the truth. An airport is often the first or last impression a traveller has of a destination, so thoughtfully curated spaces should showcase local cuisine, culture and hospitality.

Think for example of Dubai airport. Dubai is a location often associated with luxury and opulence, and the international airport reflects this. Architecturally, it’s high ceilings, expansive terminals, indoor gardens and water features all mirror the outside abundance.

It’s outstanding F&B offering which ensures there are options available 24/7 – reflecting the 24/7 Dubai lifestyle.

Everything from sit-down dining to kiosk, independent to chain, must be the best version of itself.

Stockholm airport is another prime example of an airport leaning heavily on its surroundings to create a bespoke space. The recently opened SAMLA City Kitchens heavily draws on Swedish traditions and the surrounding environment.

For example, when working with Avolta, at Harrison we made sure to incorporate the feeling of ‘allemansträtten’ – the right to roam in any wood, meadow, or field to forage.

This can be felt in the warm timber floor, recycled wood pulp panels, and bright, light, and airy spaces thanks to the seven-meter-high floor-to-ceiling windows and a full panoramic view of the outside.

‘Skönhet för alla’ (beauty for all), creates a stylish environment harmonising contemporary design principles to the rawness of nature and the elements. All are intertwined with modern accents and finishing touches to reflect the look and feel of downtown Stockholm such as oxidised copper finishes, concrete panels, and metal frameworks.’

However, while individuality can be a shining beacon in an airport, quite often ‘trendy’ hotspots which might perform well on the high street often translate badly.

Airport F&B spaces can be designed to be incredibly attractive, but at the same time they need to be robust and have longevity at their core. For example, floors which have an aged patina or are reclaimed, tiles on the walls, and solid tabletops.

Anything below about a meter should be expected to take a lot of wear and tear due to the high footfall of airport. Opting for trends and aesthetics over quality of materials means that often after a few months a space will have lost any appearance of luxury, instead appearing worn and tired.

Giraffe World Kitchen, which has 10 successful airport restaurants, often opts for reclaimed and recycled materials in its design, balanced with bright colours, geometric patterns, and vibrancy through materials such as wall and floor tiles, and the upholstery.

Strategically placed plants and greenery soften the locations and create a welcoming atmosphere. While every location is recognisably a Giraffe, there are also ties to the surrounding area, all creating a cohesive space which performs exceptionally in airports around the world.

Once a passenger has cleared all the necessary passport and security checks and stepped into the main airside hall, it only takes about 40 seconds for them to make a decision.

People know they have limited time and often feel flustered by the process before and want to quickly find someone to stop, sit and relax. This creates a real need to be able to quickly and efficiently attract customers, especially those not in the prime locations or who are competing with ‘safe’ and well-known brands.

But what attracts people across the threshold and what are they key USPs to communicate?

Speed and efficiency: Passengers are often time-short with a very real deadline looming over them. The rise of ‘time poverty’ has fuelled the demand for digital ordering and flexible service models, with a 2023 SITA Passenger IT Insights report revealed that 74% of travellers prefer mobile ordering and contactless payments in airports.

Many operators now offer passengers the option to pre-order and collect, creating a layer of reassurance for those in a rush.

Sustainability: Environmental consciousness is growing in the travel ecosystem, with an increasing number of people looking at how they can travel more sustainably.

This starts at the airport, with a Deloitte 2024 report finding that 68% of travellers under 35 are more inclined to support F&B outlets that use compostable packaging, offer plant-based choices, and highlight carbon-offset efforts. By evolving to meet these changing demands, it not only enhances a brand’s image but also aligns with airport sustainability mandates and ESG initiatives.

Choice: The really successful F&B operators create an environment which can appeal to a number of passengers.

For example, menus which cater to both those looking for comfort and those seeking adventure. Giraffe is a great example of this, with its world kitchen ethos giving the flexibility to offer global QSR options, international staples, and hyperlocal dishes. In the same vein, if a venue can implement zoned dining spaces – for example, quieter solo spaces alongside more social dining options – this again not only opens the door to a wider audience, but has also been found to increase dwell time and guest satisfaction.

The very final piece of the puzzle is investing in good staff. Operational excellence hinges on workforce resilience and working in airport F&B is no easy feat.

Early hours, security procedures, and peak-time pressures are all additional layers to consider. Operators like OTG and HMSHost are leading the way with on-site training centres, real-time operational dashboards, and performance-based rewards. Supporting team wellbeing ultimately supports smoother operations and guest satisfaction.

Airport dining is as much about strategy as it is about service. With the right blend of tech, design, menu adaptability, and customer empathy, F&B operators can thrive in this high-stakes, high-reward environment.

By looking beyond, the plate to understand the psychology, pace, and pulse of the airport travellers, brands can truly take off.

About the author
Kevin Grima is the creative director-UK of Harrison, a brand specialist, architecture and interior design firm within the hospitality industry.