The rules of engagement

We know that customer preferences are evolving much quicker than they have ever been, and for F&B operators at airports, this means getting a deep understanding of the key spending drivers.

The passenger
Instead of categorising customers solely by age groups like Gen Z, Millennials, and Baby Boomers, a more nuanced strategy involves defining customers by their attitudes and values.

This method recognises the diverse and dynamic nature of individual preferences that often transcend generational boundaries. For instance, eco-consciousness, a value found across different age groups, can drive the demand for sustainable dining options. Similarly, the desire for convenience and speed can appeal to both busy professionals and tech-savvy passengers.

By focusing on attitudes and values, airports can create more personalised and meaningful dining experiences that resonate with the core motivations of a broader range of customers, ultimately enhancing satisfaction.

Key spending drivers
Pragma's recent global survey revealed that 29% of respondents (the second-highest percentage), consider F&B outlets the most crucial amenity when in the departure lounge before boarding, with this sentiment being particularly strong among UK, US, and GCC passengers.

The survey also examined the eating out habits of these respondents, which varied across categories such as value, familiarity, healthy, sustainability, adventurous, and extravagant. These preferences align seamlessly with Pragma's F&B Hierarchy of Needs (seen above), indicating a comprehensive understanding of passenger priorities.

Additionally, motivations driving further F&B spending highlighted the importance of local F&B brands and outlets, suggesting that passengers are increasingly looking for unique, regional culinary experiences that enhance their overall journey.

Audience conversion
We use a purchase funnel framework for identifying and tracking KPIs that deliver passenger satisfaction and spend. This incorporates elements of awareness, engagement, conversion, experience and satisfaction.

Awareness
Awareness is the first step in engaging potential customers. This involves effectively communicating the available F&B offers before passengers even arrive at the airport. Utilising the airport’s website and social media platforms, detailed information about dining options, special offers, and new openings can be shared to pique interest. Online marketing to highlight its diverse F&B offerings to family-friendly atmosphere, ensuring passengers are aware of what’s present at the airport and its offerings.

Clarity of offer also provides awareness, for example, Giraffe at Heathrow T5 uses vibrant clear signage and thematic decor to ensure the concept is easily understood, drawing passengers into the unit.

Engagement
Engagement focuses on capturing the interest of passengers through innovative store design and a compelling atmosphere. Creating a sense of place and storytelling through decor and ambience helps to attract and retain customer attention. The physical environment, featuring inviting seating, strategic lighting, and thematic design elements, plays a crucial role in making the dining experience memorable and engaging.

Driving interest across day parts: brands like Pizza Express and Wagamama in Gatwick have adapted their traditionally non-breakfast menus to include morning options, ensuring they cater to different day parts and passenger needs.

Conversion
Conversion involves turning engaged visitors into paying customers. Open-plan store designs are crucial as they provide easy access and visibility, encouraging footfall. F&B outlets positioned next to retail stores create opportunities for cross-category spending; a passenger who visits a retail store might be enticed to dine nearby, like The Gallery in Barcelona. Efficient queue management and visible menu displays also streamline the purchasing process, reducing friction and enhancing the likelihood of conversion seen in brands like Pret.

Experience
Creating a memorable experience is vital for fostering long-term satisfaction and repeat visits. This includes offering unique, meaningful interactions that resonate across various demographics. Celebrating local culture and legends, such as the Bob Marley One Love restaurant in Montego Bay, Jamaica, provides passengers with an authentic taste of the destination.

Additionally, the integration of retail and F&B, for example, Ink by Hudson in Gerald R. Ford International Airport, offers a blended retail concept featuring a bookstore with a self-serve wine bar providing an enriched experience.

These venues often feature local artworks, themed decor, and specialty menus that enhance the sense of place and provide a narrative that passengers can connect with.

Satisfaction
This is the culmination of all preceding elements, ensuring passengers leave with a positive impression. An example of this is promoting conscious consumption, such as offering sustainable, healthy, and ethically sourced food options that align with modern values. Lett in Oslo Airport, shows the CO2 emission per dish of their menus.

By meticulously addressing each element of the purchase funnel, from raising awareness to ensuring satisfaction, and measuring value creation across all stages of the purchase journey, airports can create a compelling F&B environment that meets the evolving needs of modern passengers, driving both passenger satisfaction and spend


Mohamed Hisham