Areas unveils two Sense of Place F&B concepts at Madrid-Barajas Airport

Areas brings a distinctive Sense of Place to Madrid-Barajas Airport with the opening of Bareto, which is described as a tribute to the traditional bars in the city

SPAIN. Travel restaurateur Areas has opened two food & beverage outlets in Adolfo Suárez Madrid-Barajas Airport. They are bar/café concept Bareto and local restaurant brand La Barra de la Bientirada, located in terminals 1 and 4 respectively.

The new Bareto location is an addition to the brand’s existing location in Terminal 2 and represents the traditional bars and taverns in the city, Areas said. Aside from these two airport locations, the brewery currently operates seven locations across Madrid including Alcalá, Atocha, La Moraleja, Chamberí and IFEMA Madrid.

Described as a recreational bar, Bareto specialises in Spanish beers complemented by a culinary offer. The menu features an expansive snack selection.

The Areas team gathered for a photo to celebrate the opening of the second Bareto location at Madrid-Barajas Airport

The 630sq m venue has a seating capacity for around 200 people and is open 24 hours a day.

La Barra de la Bientirada is known for its traditional and casual-style dining. Its menu highlights a wide selection of gildas, salads and tostas, among others.

Located close to the boarding area, the 303sq m space can accommodate up to 116 people. The restaurant features a combination of traditional and modern design elements.

Areas adds local flair to Madrid-Barajas Airport’s F&B offering with the opening of Barra de la Bientirada  

The two dining venues evoke a distinctive Sense of Place at Madrid-Barajas Airport, with a showcase of local flavours, Areas noted.

The openings form part of the key F&B programme at the airport after Areas won a major tender to operate 35 of the 55 points of sale tendered by operator Aena in February last year, as reported. The turnover of these venues could be worth over €1,000 million over the eight-year concession term, according to Areas, representing 70% of the total F&B sales estimated in the tender specifications for the entire airport across this period.

Areas Iberia Marketing and Expansion Director Mireya Muñoz said: “The two new establishments that Areas opens in Barajas are two success stories within the restaurant sector and two authentic ‘local heroes’, which allow the local gastronomy of Madrid to be projected throughout the world and continue turning Barajas into a global commercial showcase.”

La Barra de la Bientirada serves an array of food options including tapas made from high-quality ingredients 

The two new restaurants add to the nine Areas has already opened at the airport since it was awarded the F&B contract.

Areas noted that the renewal of the gastronomic offer will be carried out in phases, and will be concluded by the end of this year.

In addition to the two latest concepts, Areas has so far opened Aloha Poké, Chök, Bareto, Chia, La Place, Flax & Kale, Santagloria and two Burger King outlets at the airport.

Areas’ offer for Madrid-Barajas Airport includes approximately 25% of brands with extensive experience in airport environments.

The remaining 75% are being introduced into the airport for the first time including breweries and gastronomic concepts from Madrid (Taberna de La Ancha by chef Nino Redruello, Viandas de Salamanca, Le Coq and Tacos Don Manolito); healthy and alternative concepts (Flax&Kale, Aloha Poké, Chia and Chök); more ethnic proposals (Udon, Rossopomodoro and VyTA); and a selection of the company’s own popular brands (StrEAT, Deli&Cia and Farine).

Muñoz added: “Areas is developing a unique restaurant offering in Barajas, completely renewed, and based on the combination of international brands and local reference concepts.

“Beyond the gastronomic offer, one of the notable elements of Areas’ offers is the incorporation of technology and digital solutions to improve the customer experience, as well as the integration of sustainable development models, minimising the use of plastic and reducing food waste.”  ‍

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