MILAN — Less than a week after announcing the end of its exclusive agreement with airport foodservice company HMSHost — part of travel foodservice company Autogrill Group — Starbucks is announcing two new major partnerships to expand its presence in airports across the U.S. with travel retailer and restaurateur Paradies Lagardère and airport hospitality group OTG Management.
This marks the first time Starbucks will be able to work with licensees outside of HMSHost since the first Starbucks opened in an airport terminal 29 years ago.
With its new partners, the Seatle-based company promises to introduce a “re-imagined customer experience.”
Through these partnerships, Starbucks said it wants to reach more customers and lay the groundwork for innovation, including new store concepts such as a pop-up stores with digital capabilities outside airport gates.
Traditional and and experiential locations with OTG
OTG is known for its best-in-class approach to dining and retail in airports including Newark, LaGuardia, JFK, Philadelphia International Airport and George Bush Intercontinental Airport.
OTG and Starbucks will introduce a variety of traditional and experiential locations, while exploring new technology to better serve customers anywhere in the terminal. Locations will be thoughtfully placed and move throughout the airport depending on time of day, providing travelers a Starbucks experience at their gate upon departure or arrival.
With a shared emphasis on providing a quality customer experience, this new partnership with OTG looks to usher in a new dynamic approach to how travelers get their Starbucks in the airport environment.
“OTG is thrilled to be forging this new and exciting partnership with Starbucks. Our mission is simple: deliver our guests what they want in the most efficient, frictionless way possible,” said Rick Blatstein, OTG CEO. “This collaboration will allow us to introduce a fully re-imagined Starbucks customer experience, ensuring guests access to their preferred cup anywhere in the airport.”
“We know customers demand retailers innovate and work to meet their needs. Our partnership with OTG will allow us to expand our footprint and reach more customers across U.S. airports. We will also bring new innovations to the market and elevate the overall Starbucks Experience for partners and customers. This includes new store concepts and digital capabilities that meet our customers where they are in their particular travel journey.” Henry Klein, Starbucks senior national account executive – Travel.
Ranked among the World’s 50 Most Innovative Companies by Fast Company Magazine, OTG is a restaurateur that operates more than 350 restaurants and retail concepts in 10 airports across North America. Since 1996, OTG has been creating airport experiences that create a true sense of place, and help travelers enjoy their journey.
Paradies Lagardère to develop and operate stand-alone Starbucks stores in U.S. airports
Through the license agreement with Starbucks, Paradies Lagardère will develop and operate stand-alone stores in U.S. airports.
“We’re extremely pleased with this new opportunity to work with Starbucks. There’s no doubt that this is a historical moment in our industry and the addition of Starbucks to our brand arsenal aligns perfectly with the growth strategy of our Dining Division,” said Gregg Paradies, president and CEO, Paradies Lagardère.
Regynald Washington, president, Paradies Lagardère Dining Division said, “The trust Starbucks demonstrates toward our team with this agreement is a clear testament to our relentless focus on the customer experience. I like to say we’re ‘maniacs’ about guest hospitality and brand integrity. I truly mean this, and that’s why the world’s top brands trust us.”
“We know customers demand retailers innovate and work to meet their needs. Our partnership with Paradies Lagardère will allow us to expand our footprint and reach more customers across U.S. airports. We will also bring new innovations to the market and elevate the overall Starbucks Experience for partners and customers. This includes new store concepts and digital capabilities that meet our customers where they are in their particular travel journey,” said Henry Klein, Starbucks senior national account executive, travel.