Overview & Scope
We worked with a leading hospitality group to secure a portion of the F&B units in the new Abu Dhabi Mid-field terminal. With a highly competitive bidding process, the client needed expert guidance to stand out and secure their desired locations. Our team worked closely with the client to understand their vision and goals, and developed an extensive bid that included four different brands across six locations, each with a unique concept design and storytelling approach.
One of the key elements of the bid was strategic customer profiling, which helped us tailor each brand to the specific needs and preferences of the airport's target customers. This included analyzing data on passenger demographics, travel patterns, and purchasing behavior to create brands that would resonate with travelers and offer them the ideal dining experience. Our team also worked on creating a cohesive theme that would complement the airport's overall aesthetic and help the client brands stand out in the busy terminal.
To further enhance the client bid, we created a virtual video presentation that showcased the unique concept designs and immersive dining experiences that each brand would offer. This allowed the client to communicate their vision in a dynamic and engaging way, while also highlighting their expertise in the F&B industry. Our team also provided bid book writing and editing services to ensure that the proposal was well-written, polished, and presented a compelling argument for why the client was the best choice for the F&B units in the new terminal.
With our expert guidance and support, the client was able to successfully secure their desired locations and continue providing exceptional coffee and dining experiences to travelers at the new Abu Dhabi Mid-field terminal. Our team's extensive experience in concept design, customer profiling, and bid writing and editing, allowed us to work with the client to develop a winning proposal that stood out in a highly competitive environment, and showcased their brand as a leader in the F&B industry.
Services
Market Study
- Our market research involved conducting global benchmarking and trend analysis to gain insights into industry best practices, emerging trends, and consumer preferences. We used this information to guide our design and strategy recommendations and ensure that the client brands would stand out in the highly competitive airport F&B market
- Customer profiling was a critical component of our market study, as we needed to understand the needs and preferences of both staff and passenger traffic at the new terminal. We analyzed data on passenger demographics, travel patterns, and purchasing behavior to develop customer types that informed the creation of each brand. This helped us create concepts that would resonate with travelers and offer them an exceptional dining experience
- To optimize the customer journey, we analyzed the customer and operational flow of the allocated airport F&B zones. This helped us create a seamless and efficient flow that would enhance the customer experience while also maximizing operational efficiency for the client
Design
- Our team created six unique concepts that were suitable for the allocated airport F&B zones. These concepts included two coffee shops adaptations, an Italian concept, a healthy concept, and an international concept. Each concept was carefully designed to appeal to specific customer types and offer a unique and memorable dining experience
- Concept design was a critical component of our design services, as we needed to create a cohesive and visually appealing brand identity for each concept. Our team used a combination of mood boards, sketches, and 3D renderings to bring each concept to life and ensure that they would stand out in the busy airport environment
- We also provided storytelling services to help communicate the unique value proposition of each concept to the airport management team. Our team developed compelling narratives that highlighted the key features and benefits of each brand and demonstrated why they were the best choice for the allocated F&B zones. We also designed a visually stunning bid book and created a virtual video presentation to showcase the brands in a dynamic and engaging way. Finally, we conducted technical feasibility studies to ensure that each brand could be implemented effectively and efficiently
Strategy
- Our team developed a comprehensive strategy that included customer target, flow, and journey analysis. We used this information to optimize the placement of each brand within the allocated F&B zones and ensure that the customer journey was seamless and intuitive
- We also provided strategic guidance on food and beverage concept mix and placement to ensure that each brand was positioned for maximum success. This involved analyzing the competition, identifying gaps in the market, and creating unique value propositions that would help the client brands stand out
- Price point and menu design were also critical components of our strategy services, as we needed to ensure that each brand was priced competitively and offered a menu that would appeal to the target customer types
- Our team conducted operational feasibility studies to ensure that each brand could be implemented effectively and efficiently. This involved analyzing staffing requirements, kitchen design, equipment needs, and logistics to ensure that each brand could operate smoothly and profitably. Finally, we conducted financial feasibility studies to ensure that each brand would be profitable and sustainable in the long term
