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Starbucks announces new US airport deals

From the February 2020 issue.

Starbucks has announced two new partnerships with American airport hospitality groups OTG and Paradies Lagardère to reimagine its airport venues in the United States.

This marks the first time the brand will be available from multiple licensees since the first airport Starbucks opened in Seattle 29 years ago.

"We know customers demand retailers innovate and work to meet their needs. Our partnership with [OTG and Paradies Lagardère] will allow us to expand our footprint and reach more customers across United States airports,” says Henry Klein, Starbucks Senior National Account Executive – Travel.

“We will also bring new innovations to the market and elevate the overall Starbucks experience for partners and customers. This includes new store concepts and digital capabilities that meet our customers where they are in their particular travel journey." 

OTG operates more than 350 restaurants and retail concepts in 10 airports across North America. Starbucks and OTG will introduce a variety of traditional and experiential locations, while exploring new technology to better serve customers anywhere in the terminal.

Locations will be thoughtfully placed and move throughout the airport depending on time of day, providing travellers a “Starbucks experience at their gate upon departure or arrival”.

"OTG is thrilled to be forging this new and exciting partnership with Starbucks. Our mission is simple: deliver our guests what they want in the most efficient, frictionless way possible," OTG CEO Rick Blatstein says.

"This collaboration will allow us to introduce a fully re-imagined Starbucks customer experience, ensuring guests access to their preferred cup anywhere in the airport."

Paradies Lagardère has a retail and dining presence of 850 stores and 170 restaurants and bars in more than 100 airports.

“We’re extremely pleased with this new opportunity to work with Starbucks. There’s no doubt that this is a historical moment in our industry and the addition of Starbucks to our brand arsenal aligns perfectly with the growth strategy of our Dining Division,” says Gregg Paradies, president and CEO, Paradies Lagardère.

Paradies Lagardère will develop and operate stand-alone Starbucks stores in US airports. 

“The trust Starbucks demonstrates toward our team with this agreement is a clear testament to our relentless focus on the customer experience,” says Regynald Washington, President of the Paradies Lagardère Dining Division.

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