UK. Travel restaurateur SSP Group today launched a renovated Starbucks Coffee outlet at London Heathrow Airport Terminal 5. The store was opened to the public ten days ago and it has already become the busiest Starbucks in UK travel retail.
The Moodie Davitt Report was on location for the official opening on 5 July. The event was attended by SSP Group CEO Patrick Coveney, SSP UK & Ireland CEO Kari Daniels, Heathrow Retail Director Fraser Brown and Starbucks EMEA President Duncan Moir.
The store is equipped with 50 seats and nine coffee machines to efficiently cater to departing passengers. It features two separate counters to serve rushed travellers, whether they place an order at the till or via the Starbucks mobile application.
Daniels said: “This new store at Terminal 5 is our flagship Starbucks at the country’s flagship airport. We know how important it is for our customers to be served promptly – especially when they have a flight to catch.
“The customer journey and efficiency are at the heart of our operations, and we’ve made sure that the design of this new store allows for quick and easy service for passengers on the go.
“We have also ensured the store is future-proofed to manage growing customer numbers.”
Moir remarked: “We are delighted to welcome passengers and staff to our new store in Heathrow. The UK remains a key market for Starbucks and this opening marks another important step in our growth and investment plans, in partnership with our long-standing licensees, including SSP.
“We are focused on meeting our customers where they are, bringing the iconic Starbucks experience to more people across the UK, whether that’s in the heart of local communities, or offering a vital rest stop while travelling”.
This store opening builds on the 17-year-old partnership between SSP and Starbucks. Their first joint store at Heathrow opened in 2012 and SSP now operates four across the terminals.
This summer, Heathrow expects to see over 30 million passengers travelling through its terminals. The forecast comes after the airport served 81.5 million passengers in the 12 months to May.
The renovated Starbucks features a central bar and a layered curved ceiling that reflects the mountainous terrain of coffee farms. A natural colour scheme enhances the design while open walkways facilitate navigation for passengers.
Daniels noted: “We wanted to make sure that the brand is different but consistent, presented in an innovative, striking way.
“When it comes to digital integration, people can pre-order and customise their purchases. We need to work hard at implementing the Starbucks technology to make it effective in the airport environment. I think it’s a great tool for increasing efficiency and driving sales.”
Brown said: “Heathrow is proud to launch Terminal 5’s newest Starbucks location, designed with passengers in mind.
“In partnership with SSP and Starbucks, we have created an innovative dining experience to suit each passenger’s journey through the airport.
“As a record 30 million passengers are set to travel through Heathrow this summer, this latest launch demonstrates the success of our retail strategy and Heathrow’s commitment to making every journey better.”
Yesterday (4 July) the store revealed its summer menu: Iced White Mocha with Strawberry Cream Cold Foam; Iced Caramel Latte with Crème Brulée Cream Cold Foam; Pink Coconut Starbucks Refresha drink with Matcha Cream Cold Foam; Cold Brew with Cookies and Cream Cold Foam; and Iced White Chocolate Pistachio Oat Shaken Espresso.
Daniels told The Moodie Davitt Report that SSP aims to elevate the food offerings at Starbucks. She said, “Food is a bigger issue in travel where speed is crucial. At the same time it’s an opportunity for us to enhance the overall product for customers travelling through Heathrow.”
Brown remarked: “How can we enhance the customer experience? In an airport environment, small details matter. Micro interactions, such as providing a bit of product information or giving the customer a recommendation, take less than 10 seconds.
“Consumers in travel retail are more open to suggestions than they are on the high street, offering a real benefit for everyone – Starbucks, SSP and us.”
He also highlighted the four retail pillars for Heathrow: digital, experience, space and offer. “When it comes to food & beverage, excellence is essential. We need to ensure that we have a brand that consumers love, recognise and trust.
“But it’s also important to execute well, not just by delivering a great coffee, but by adding a bit of flair and a human touch to create an outstanding experience. That’s what we are aiming for.” ✈
Note: The Moodie Davitt Report publishes the FAB Newsletter, which features highlights of openings, events and campaigns from around the world of airport and travel dining.
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