Giorgio Minardi, California Pizza Kitchen’s EVP of Global Development and Franchise Operations, highlights the benefits of airport locations, including higher sales, increased brand exposure, and streamlined operations.

In the current food industry landscape, many franchise brands are exploring non-traditional development, especially in airports, to reach customers wherever they go, even while traveling. Well-established restaurant brands like California Pizza Kitchen (CPK), which recently opened airport locations in Costa Rica, Chile, and Los Angeles, have found success in serving their cuisine in airports, catering to customers’ convenience. As a result, this has further boosted CPK’s global franchise awareness and growth. Here are some reasons why non-traditional development in airports can be a growth driver for brands seeking to expand their franchise development.

INCREASE SALE

Expanding your brand to airport locations has the potential to be highly profitable. As airports host billions of travelers each year, there is a significant opportunity to serve a vast number of customers on a regular basis. By opening a restaurant in an airport, brands can reach a global audience, as visitors from all corners of the world pass through these transportation hubs. This exposure is greater than what traditional franchise locations offer.

Furthermore, airports operate for long hours, which means that restaurants can stay open for extended periods compared to regular brick-and-mortar locations. This extended operation time translates to more opportunities to increase sales and generate revenue, making airport restaurants a highly desirable investment for many business owners.

EXPAND BRAND AWARENESS

Expanding your brand to airports can increase brand awareness among a wider range of consumers, including those who have never been exposed to the brand before. For instance, California Pizza Kitchen has successfully reached new customers by opening airport locations and kiosks. Since airports are often situated in bustling cities and tourist destinations, opening a restaurant in an airport can provide access to desirable locations and attract new customers.

Additionally, airports offer a captive audience with limited options for food and beverage choices. Therefore, restaurants that provide reliable and convenient dining options can potentially gain new loyal customers for years to come. California Pizza Kitchen leverages its airport locations to showcase its products and attract new fans while keeping current customers engaged. By providing unique dining experiences and creating a welcoming atmosphere, franchise brands can establish themselves as the preferred option for travelers in need of a meal and build customer loyalty.

STREAMLINED OPERATIONS

Restaurants in airports must be able to provide quick and efficient service due to the fast-paced atmosphere and continuous flow of customers. As a result, brands that develop in airports tend to streamline their operations and adapt their practices to meet these demands. To cater to travelers on the go, they often use specialized equipment and technology. For instance, California Pizza Kitchen (CPK) offers various service modes, including full service, kiosk self-order systems, and a “Grab n Go” touchless checkout platform, which was recently launched at its Dallas-Fort Worth airport location.

To appeal to a variety of customer dining preferences, CPK offers a menu that incorporates flavor inspirations from around the world. The brand also features abbreviated menus at its kiosk airport locations, which provide flexibility and ease through quick service options. CPK recognizes the need to understand the needs of global travelers, and offers breakfast options at all 12 of its airport locations. By providing a unique dining experience that aligns with changing guest desires while maintaining quality ingredients and creativity, the brand has found success in airport development and expansion.

Non-traditional development can be crucial for brands looking to gain an edge over their competitors. With proven benefits for the franchisor, franchisee, and consumer, it’s no wonder why brands like CPK have been successful in airport development and expansion. By expanding brand awareness, tapping into new customer bases, generating additional revenue streams, and increasing overall profitability, airport locations can help elevate a brand to the next level.