I am writing to inquire and seek advice for running my pizza parlor in
a busy airport location.
We own and manage three restaurant outlets; one in the international
terminal, and two are in the
Domestic terminal. This is the first time owning and running a
restaurant in an airport,
5 years thus far, we have realized that managing and operating an
airport restaurant is not
the same as your traditional free standing pizza parlor restaurant.

We have also thought about soliciting catering and or delivery
business in the airport, but don?t have a clue as how to set the
system up? Can you advise? Sales have continued to be stagnant, and
quite challenging with many of the other competing concession
restaurants in the food court. Our location in the food court is
ideal, but how do we increase our sales as well as foot traffic? What
advice and suggestions do you have for a pizza restaurant owner that
is running 3 restaurants in a busy airport location? Thank you for
your time and consideration.

Easy!

Here's what to do:

You have a guy posing as a photographer; you have a big sign offering
a free photo to every customer who spends, say, $20; and you hire a
gorgeous young woman who's a look-a-like for some celeb.

Get the picture?

Snap!

Oh yes and to drum up some biz, you have the model strutting around
with the photographer running around after her.

Make sure that she struts around in front of lots of folk who
evidently have nothing to do.

Maybe get some kids to ask her for an autograph.

Wow! This could be BIG!

I am now beginning to wonder why I am giving this great idea to you.

But that's me ... generous to a fault.

I don't know if that will sell pizzas.
Providing a delivery service to airport staff could be a an idea (yours).
In principle, the attempt would only require distributing fliers with
your take-out selections, but maybe at the airport there will be
security controls to areas, or other limitations, so that you have to
clarify that first.  Getting a security check on runners and getting
the authorities to issue them the necessary identification could be a
problem.  IF that could be managed, it would be advantageous to get a
phone link to the airport's system, since I suspect that that would
allow orders to be called in on a shorter in-house number.

MyOarin has a good point, airport/airline staff are a good target market.

Since you are contributing to the airport's income, it is likely that
they will be fairly helpful.

I would start by checking out what existing catering facilities are
available for people like check in staff and baggage handlers. They
might be very good, but it is worth finding out.

I would also check out the locations of the crew rooms, you might find
that they are miles away - even then ... they are a possibility. Air
crew get sick of onboard food, having a communal pizza during debrief
in the crew room might be a pleasant idea.

You probably already know some fairly senior airport staff, they would
probably rather enjoy showing you round the operation. In my last work
incarnation I explored numerous international airlines and airports -
people liked showing us round.

What you are really looking for are groups of people who are some way
away from catering facilities - or work shifts when there is no
catering.

I think I would keep quiet about what I was really up to, pick on
someone with a bit of clout and ask them for a tour of the operation.

If you spot opportunities, then the 'runners' will not be much of a
problem, recruit them from the friends and relatives of existing
airport staff, also team up with the other food vendors so it looks
like you are all providing a service to the airport rather than
exploiting a commercial opportunity.

Before letting anyone know what you are up to, do some careful
costing, this is pretty labour intensive and you need to provide rapid
delivery otherwise people will not bother - or worse your name would
become dirt.

If nothing else the guided tour will be educational.

My suggestions would include:

Look at portion sizes, and choice.  Smaller portions are better as
people eat usually on planes and are looking for something lighter
when they land.

Healthy options is also the way to go today, a nice filled calzone can
still be healthy.

Look into the overall diversity of the menu, a lot of people keep on
adding and not replacing items that aren't sold.  Holding stock on
hand reduces profit.  Do an analysis of your sales what are the
biggest sellers.  Is your profit margin on the big sellers high
enough.

Also an option may be to look into tying in with some tour groups if
possible, and offer free food to the organisers and everyone else
pays.

Regular return business clients? Offer them an incentive to come back.

Try coupons?  Of all coupons given out less than 5% are usually
claimed.  I dont know what the airport rules are in regard to
soliciting. The advertising is really worthwhile.


Just some ideas

Basically what others are suggesting is that you need to create a
marketing event and cater to a core business like airport employees.
1) Marketing Events
Marketing events are events that promote you business and create buzz
about what you are offering. They drive people in and create sales.
You could create a new menu item every week for example and have some
for free tril and see how many sales result, or you have fliers on
employee punch-in boards that advertise your newest flavor... you get
the picture. Get people to think about your place vs. McD's

2) Core business
Since it is cost prohibative to eat out for lunch everyday you will
probably not get a huge airport employee base of customers.
Concentrate on a core market of impulse buyers as they are looking for
something to eat and what would make them choose you over the sushi
bar next door. Most airports have a discount for airport employees
because it is so expensive to eat at the airport so make sure your
airport employees know that you offer this for them. Make sure to
include them in your marketing events as well.

Another idea:  offer a discount to airport staff and especially to
airport shop staff.  The latter might then recommend your restaurant
to others and passengers.
You could suggest that they do so.  I guess the discount would have to
be 10% or 15%, which maybe can be calculated by your cash register. 
This would increase traffic  - hopefully -  making your place draw
more business, ofter n consideration when passengers are surveying the
restaurants in view.

Regarding coupons, you can hand your existing customers a coupon good
for a discount on their next purchase. Like they will be coming
through the same airport on their return trip.

You can also leave coupons in the restrooms, lounge areas, etc.
Include a small map with directions to your location.

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