Maximizing Brand Exposure: The Rise of Airport Openings in the Food Industry
Learn how airport openings present a lucrative channel for food chains like Wahlburgers to maximize brand exposure and reach new audiences. Explore the strategies and benefits of expanding into non-traditional locations.
Photo by Kelly Sikkema on Unsplash
Photo by Kelly Sikkema on Unsplash
The Shift to Non-Traditional Locations
With the closure of several grocery store locations, chains like Wahlburgers are turning to non-traditional venues to maintain their presence and expand their customer base. By opening in locations such as casinos, ballparks, and racecourses, they can tap into diverse audiences beyond their typical restaurant settings.
Photo by Kelly Sikkema on Unsplash
Airport Openings: A Lucrative Channel
While developing airport units may require time and investment, they present a lucrative opportunity for food chains. Airports provide high-volume, high-sales environments with captive audiences, making them ideal for boosting revenue and increasing brand visibility. For brands like Wahlburgers, airports offer a unique platform to introduce their concept to travelers who might not have encountered it elsewhere.
Photo by Kelly Sikkema on Unsplash
Benefits of Airport Strategies
Expanding into airports offers several advantages for food chains. It allows them to reach a diverse and international customer base, catering to travelers from various backgrounds and regions. Additionally, airport locations can serve as marketing hubs, creating brand awareness among a vast audience. Furthermore, the exposure gained from airport openings can translate into increased foot traffic and sales at other locations of the chain.
Photo by Kelly Sikkema on Unsplash
Challenges and Considerations
Despite the potential benefits, entering airport locations comes with its own set of challenges. Food chains must navigate airport regulations, security protocols, and operational intricacies unique to these environments. Maintaining brand consistency and quality standards across different locations while adapting to the airport setting can be demanding. Moreover, the competition within airports is intense, requiring distinctive marketing strategies to stand out among other food options.
Photo by Kelly Sikkema on Unsplash
Success Stories and Industry Trends
Several notable brands, including California Pizza Kitchen, Slim Chickens, Shake Shack, and Donatos, have embraced airport strategies to expand their reach and enhance brand recognition. By establishing a presence in airports, these chains have capitalized on the captive audience and the lucrative potential of these locations. The trend towards non-traditional openings, particularly in airports, signifies a shift in the food industry's marketing and growth strategies.