USA. Global restaurateur HMSHost has entered into a new, multi-year partnership with Starbucks covering the North American market. The agreement will see the partners leverage new technologies, improve store locations and roll out new menu offerings.
HMSHost said the deal provides the opportunity to upgrade and build upon its existing base of nearly 400 Starbucks outlets in airports and travel plazas across the region.
As reported, in January 2020, HMSHost ended its long-running exclusive agreement with Starbucks for airports in the US, allowing the brand to strike new coffee brand partnerships (which it did with OTG, Areas and Paradies Lagardère). This latest agreement establishes a new platform for expansion with HMSHost, which Starbucks has worked with since 1991.
Under the terns of the new agreement, HMSHost will integrate the Starbucks loyalty programme and mobile order/pay technology, and introduce Starbucks’ new fresh food programme, across its locations.
HMSHost President and CEO Steve Johnson said: “HMSHost introduced the modern-day coffee experience to airports and travel plazas, dramatically changing the travel venue food and beverage journey.
“Our scale and expertise will define the future coffee experience and deliver innovations that facilitate speed of service and operational efficiency. We are leveraging unique technologies from both companies to help us respond to the evolving needs of travellers.”
Johnson’s colleague, Executive Vice President of Restaurant Development Stephanie Havard, added: “We are thrilled to have Starbucks continue to be a major player in our coffee portfolio. Our depth of experience with leading restaurants makes HMSHost a valuable partner for many pre-eminent brands.”
“We want our customers to know that we are hyper-focused on making their travel experience as pleasurable as possible and we are excited about the future.”
