Airport Catering - UK
Airport Catering in UK -Targeting Opportunities-Dissertation Writing Help
Key points
●
Family Flyers tend
to use airport catering as a refuelling exercise whereas Enthusiastic Diners
are more likely to have an ‘airport routine’ and adopt the attitude that their
holiday has already started once at the airport.
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Around a quarter of
consumers are Unengaged to the airport catering market, in that their age makes
it unlikely that they will travel by plane. A further 41% of consumers, again
tending to be older and from lower socio-economic groups, are removed from the
world of airport catering because they either lack the funds to travel by air
or because they see airport catering as expensive even when they can afford to
fly.
Mintel
created four target groups based on their use of and attitudes towards airport
catering facilities.
Retired and Remote
(41% of respondents)
Demographic characteristics: More
likely to be aged 65-74, retired couple/part-time employment, Yorkshire/North
East and Scotland, own home, Comfortably Off/Moderate Means, shop at Asda and
discounters.
Usage of airport catering: Haven’t
been to an airport terminal in the last 12 months.
Attitudes towards airport catering: They
are the group most likely to state that they don’t buy food at airports because
it is so expensive, with poor-quality food and lack of time also playing a
role. They tend to eat on the plane instead.
Marketing message: These consumers’
low use of airport catering outlets reflects the fact that this age group tends
to fly less frequently than younger consumers. Their age also means that they
are somewhat alienated by the brands that are present in airports as they are
not used to eating out that frequently. As such cafés, greasy spoon-type
offerings or brands such Tesco supermarket cafés and Greggs, which serve basic,
plain, uncomplicated fare are most likely to appeal to these frugal and
unconfident passengers.
Family Flyers
(18% of respondents)
Demographic characteristics: More
likely to be aged 35-44, AB, pre-/no family but predominantly family lifestage
with children aged 10-15, earning £25K+, living in the South, bank online and
download games, household size of four, high educational level.
Usage of airport catering: Use
a variety of outlets, peaking with coffee shops and cafés, and they are the
group most likely to use fast food outlets.
Attitudes towards airport catering: All
of this group only buy food at the airport to refuel, whilst they also state
that food at airports is not very good quality. Some 15% of this group also
state that they feel like they have started their holiday once they arrive at
the airport. They are also the group most likely to be looking for healthier
options.
Marketing message: Fast casual
chains such as Leon, Pho and Itsu which focus on healthy food with an emphasis
on quick-service and takeaway options should help appeal to these consumers
whilst family meal deals and clear menu labelling should also attract these
passengers.
Enthusiastic Diners
(17% of respondents)
Demographic characteristics: More
likely to be aged 45-54, AB, married/living as married, working full-time,
earning £50K+, South and Anglia/Midlands, buying home, Urban Prosperity,
broadsheet readers, household size five or more, high level of education,
M&S and Waitrose shoppers.
Usage of airport catering: Use
a variety of outlets, peaking with coffee shops, retailers (eg newsagents) and
sandwich bars. They are also the group most likely to use pubs/bars, whilst
they tend to spend around £10-14.99 per visit.
Attitudes towards airport catering: This
is the group most likely to state that food at airports is improving, that they
feel like their holiday has started once they’ve got to the airport, that they
have an ‘airport routine’ and that they tend to buy food to take on the planes.
Marketing message: Already
enthusiastic about dining at airports, caterers need to focus on maximising
revenue from this group. The ability to pre-order products for a special
occasion (eg sparkling wine and sharing platter) should appeal to those trying
to have a romantic weekend getaway whilst indulgent treat elements such as a
dedicated dessert bar should excite those who tend to have an ‘airport
routine’.
Unengaged
(24% of respondents)
Demographic characteristics: More
likely to be female, aged 75+, E socio-economic status, retired single,
widowed/divorced/separated, North West, renting house, Hard Pressed,
terrestrial TV, no internet access, popular tabloid readership, low level of
education, Iceland shoppers.
Usage of airport catering: Haven’t
been to an airport in the last 12 months.
Marketing message: This is a cold
target group.
