US. Automated fresh food retailer Farmer’s Fridge has signalled its intention for a countrywide expansion in the US airport market for its smart vending machines. The company specialises in dispensing sustainably sourced salads, sandwiches, bowls and snacks.
The Chicago-based enterprise has been growing its market share since 2013, vending fresh food in universities, hospitals and office complexes. Its machines are now present in six US airports, namely Chicago O’Hare,, Chicago Midway, Milwaukee Mitchell, Philadelphia and Newark Liberty.
“We are aiming to revolutionise grab-and-go US airport dining across the country,” Farmer’s Fridge CEO Luke Saunders told The Moodie Davitt Report. “We have tailored our model to specifically fit the needs of both airport diners and airport authorities – we want to make what we do a new category of airport dining all of its own.”
“Our fully integrated supply chain model and the technology that powers Farmer’s Fridge allows for a safer and higher quality product with a seamless customer experience”– Farmer’s Fridge CEO Luke Saunders
Occupying just 12sq ft, Farmer’s Fridge refrigerated vending machines have a minimal footprint and dispense meals with long shelf lives, resulting in annual sales per square foot of about US$9,375.
Their benefits include being quick to install and easy to move and the ability to easily adjust product prices, meaning that the machines do not have to cannibalise the business of existing concessionaires.
Further, 24/7 operation of the machines provides service to air travellers at times and in locations that other operators avoid, such as the baggage claim area in the middle of the night. “Farmer’s Fridge therefore becomes a lifeline for airline crews, terminal workers and delayed travellers who might otherwise only have access to shelf-stable chips and candy bars in a conventional vending machine,” said Saunders.
He added that he sees a particular current opportunity for rapid growth, as COVID-19 hits the traditional airport dining market. Saunders explained: “We have a best in class food safety programme with rigorous standards to ensure customers receive top quality products. Our fully integrated supply chain model and the technology that powers Farmer’s Fridge allows for a safer and higher quality product with a seamless customer experience.”
The safety aspect of the vending machine is further enhanced by last year’s introduction of a mobile app, allowing customers to simply enter a code on their mobile device, make payment and watch the fridge vend their meal.
Fresh foods available in a typical Farmer’s Fridge include Smoked Cheddar Cobb Salad, Greek Salad, Asian Chopped Salad, Turkey, Apple & White Cheddar Wrap, Burrito Bowl, Pesto Pasta Bowl, Thai Noodle Bowl, Falafel Bowl, Berries & Granola Greek Yogurt, Apple Cinnamon Oats, and Almond Butter Oats Bowl.
With its production facility located in Chicago, Farmer’s Fridge said it sources from Midwestern US farms whenever possible, with an average of about 32% food spend going to such producers.
Saunders concluded: “Our ultimate goal is to make it simple for everyone to eat well. That means our product has to be easy to access in terms of convenience and taste, and be priced so that people can afford it. With airports in particular, we don’t want to take the place of any existing concessions; instead, we want to complement them.”
