CHINA. Based on changing passenger demand and market orientation, Shanghai Hongqiao International Airport Terminal 2 has been actively optimising its F&B offer in recent years by improving the quantity and quality of its dining outlets while introducing more unique and internationally renowned brands to the mix.
Hongqiao Airport Terminal 2 is a domestic terminal, serving more than 50 key cities including Beijing, Guangzhou and Shenzhen.
In this special feature, the airport’s commercial management tells The Moodie Davitt Report about progress so far and some exciting plans ahead.
Since its opening in 2010, the number of restaurants in Hongqiao T2 has more than doubled from 21 to 45. The restaurant varieties on offer have also expanded from only Chinese and Western fast food chains, local-style diners and coffee shops at the beginning to the current mixture of 21 different types of F&B outlets.
Among them seven fall into the light-meal category while the remaining 14 offer what the airport company calls “proper, large meals”.
The airport operator said T2’s F&B offerings have become more international, diversified and differentiated, and are today comparable to those found in downtown high-end shopping malls.
In addition, T2 now boasts 18 offers that made their airport debuts in Hongqiao, compared to zero when the terminal first opened. “With Cova and %Arabica bringing their first-ever airport outlets and Venchi making its APAC airport debut, Hongqiao T2 is establishing itself as a unique gourmet destination with international allure,” the company said.
Driven by the desire to bring a premium F&B experience to passengers, Hongqiao Airport introduced three renowned F&B brands to the T2 airside area at the beginning of this year. These include the LVMH-owned pastries and dessert maker Cova, the popular Japanese ramen chain Ippudo (making its China airport debut), owned by Hong Kong’s Maxim’s Group, and the afternoon tea specialist T9. Their appearances have brought more buzz to T2, enriching the passenger experience, the company said.
Meanwhile, the Hongqiao Gourmet Promenade, located in T2’s public area, saw the launch of a comprehensive brand improvement plan in 2021. As a result, Michelin-star restaurant Ren He Guan opened its first Mainland China airport branch in March 2022. This was followed by the Mainland airport debut of another Michelin-star establishment, the famous Hong Kong dim sum chain Tim Ho Wan.
Hongqiao Airport has always adhered to the operational principle of “same quality and price as in the same city” while providing a diversity of F&B experiences at varying price points to cater to the needs and preferences of different demographics.
The F&B offer in the departure hall airside area focuses on high-end dining, with Din Tai Fung, Menya Musashi, Spicy Moment, Baker & Spice, Soup Delice, %Arabica and Venchi in the southern triangle area. Shake Shack, Tai Hing and Ippudo occupy the northern triangle area, soon to be joined by Xia Wei Guan, Xia Mian Guan and tea drink specialist Jinri Toutiao in early 2024.
However, the Hongqiao Gourmet Promenade and the arrival hall’s public area differentiate themselves through the latter’s casual positioning in its F&B operations. This leans heavily towards popular and affordable chain brands such as McDonald’s, KFC, Hefu Noodle and two 2023 new additions — the Chinese noodle restaurant Songhelou and dessert giant DQ.
While the Hongqiao Gourmet Promenade is located in the public area of the departure hall, it can be easily accessed by arriving passengers via the elevator. Hongqiao Airport said that it will soon commence the construction of Phase II of the Promenade. Upon completion this will provide a more convenient and diversified F&B experience for all travellers.
As an important gateway to Shanghai, Hongqiao Airport said it is committed to continuously meeting the demand of domestic and international passengers and welcoming travellers from across the globe with top-quality F&B offerings. ✈
FAB EZINE SET TO RETURNThe Moodie Davitt Report is delighted to announce the return of the FAB eZine, a standalone digital magazine dedicated to airport and other travel-related food & beverage views, news, trends, tastes, people, product and principles. Initially quarterly, beginning in Q4 2023, The FAB eZine will devote year-round coverage to the burgeoning airport food & beverage sector, including broader hospitality services such as hotels and lounges.  The FAB eZine will complement the annual Airport Food & Beverage (FAB) Conference & Awards and our already extensive F&B and hospitality coverage on The Moodie Davitt Report.com and in The FAB Newsletter.  Elişa Roche has been appointed Editor-in-Chief, bringing a rare combination of culinary and journalistic excellence and experience to the role. Elişa trained as a chef as part of ‘Jamie’s Kitchen’, a British TV show watched by millions and fronted by celebrity chef Jamie Oliver. She went on to work as Chef de Partie at some of London’s top Michelin-starred kitchens, e.g. Fino (now Barrafina), The Ivy and Bambou. Cooking later turned to food writing and presenting, most recently as overseeing editorial partnerships at Food Matters Live. Elişa was also Host and Producer of award-winning B2B podcast ‘Career Conversations’, encouraging young people into the food & drinks industry. *For editorial enquiries please contact Elişa Roche at Elisa@MoodieDavittReport.com. For advertising please reach out to Martin Moodie at Martin@MoodieDavittReport.com |
