SPAIN. Areas is set (subject to contract) to operate the largest-ever food & beverage contract in the history of Spanish airports. The contract at Adolfo Suárez Madrid-Barajas Airport will see the Spanish F&B and retail company run 35 of the 55 points of sale tendered by operator AENA.
The turnover of these venues could be worth over €1,000 million over the eight-year concession term, representing 70% of the total F&B sales estimated in the tender specifications for the entire airport across this period.
Areas said it will invest more than €15 million to make Madrid-Barajas its commercial showcase worldwide, with a completely renewed offer. It will be based on well-established international brands and local concepts designed exclusively for the Spanish capital’s airport.
Areas proposals have been successful across all terminals, in each of which the company will be the main operator. In Terminals 1, 2 and 3, Areas will manage 18 points of sale out of the 23 available. In Terminal 4 and Terminal 4 SAT, Areas will manage another 17 points of sale out of a total of 32.
Areas said it has managed to meet all the goals it had set for this tender. This has been achieved through a strategy focused on betting on the most emblematic establishments with the highest volume and being awarded all the food courts and the majority of airport burger joints, coffee shops and bars, the company added.
Specifically, Areas’ offer for Madrid-Barajas airport includes approximately 25% of brands with extensive experience in airport environments, both international (such as Burger King, Starbucks, Paul or La Place) and national (such as Rodilla and SantaGloria).
Some 75% of the F&B venues will be totally new concepts for Madrid airport travellers. These include bars and gastronomic concepts from Madrid (La Barra de la Bientirada, La Ancha by chef Nino Redruello, Viandas, El Bareto, Le Coq, Churros Emilita and Tacos Manolitos); healthy and alternative concepts (Flax&Kale, Aloha Poke, Chia and Chök); ethnic proposals (Udon, Rossopomodoro and VyTA); and a selection of the company’s best own brands (StrEAT, Deli&Cia and Farine).
Areas noted that the renewal of the gastronomic offer will be carried out in phases, starting in May this year through to June 2024. Closures of the different points of sale have been planned this way so that they have a minimum impact on traveller service.
Beyond the gastronomic offer, one of the notable elements of Areas’ offers has been the incorporation of technology and digital solutions to improve the customer experience, as well as the integration of sustainable development models in each of its proposals, such as minimising the use of plastic and reducing food waste.
Areas CEO Óscar Vela said: “Being awarded the Adolfo Suárez Madrid-Barajas Airport tender again strengthens our position as a world leader in the travel food & beverage industry. We want to make Madrid our best commercial showcase and a benchmark for travel catering in the world.”
With a presence in ten countries, Areas now manages more than 2,000 restaurants and stores in Europe and America. 
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