How to Get Your Travel Hub Foodservice Offering on Top
23rd September 2024
The travel hub landscape is evolving rapidly, driven by a growing demand for diverse, local, and affordable food options. As consumers become more discerning, operators must adapt to meet these changing expectations.
We deep-dive into Mintel’s latest UK report, Travel Hub Foodservice 2024, which explores the growing appetite for travel hub offerings due to the resurgence of travel. Let’s look at the trends and strategies that will put your travel hub foodservice offering on top.
The rise of local delicacies
A significant trend in travel hubs is the increasing desire for local flavours. Consumers are seeking authentic and unique dining experiences that showcase the region’s culinary heritage. By offering local specialities and partnering with local producers, operators can create a sense of place and attract discerning travellers.
For example, a train station could partner with a local brewery to offer a selection of craft beers alongside regional dishes. An airport could feature a food court showcasing local cuisine from different parts of the country. This not only provides travellers with a taste of the local culture but also supports the local economy.
Prioritise variety
A diverse range of food options is essential for attracting and retaining customers. Offering a variety of cuisines, dietary options, and price points ensures that there is something for everyone. This can encourage customers to explore different options, spend more time at the travel hub, and potentially make repeat visits.
Consider offering a mix of quick-service options, casual dining, and fine-dining restaurants. This will cater to different preferences and budgets, making your travel hub a destination for all types of travellers.
Navigating price sensitivity
The ongoing cost-of-living crisis has made consumers more price-conscious. To overcome this challenge, travel hub foodservice operators must focus on communicating value and offering promotions that make their offerings more affordable.
Implement clear pricing strategies and highlight the value proposition of your food and beverages. Consider offering discounts or meal deals during off-peak hours or for specific customer groups. Additionally, partnering with loyalty programs or rewards systems can incentivise repeat business and encourage higher spending.
The coffee shop boom
Coffee shops have experienced a significant surge in popularity at travel hubs. This trend presents opportunities for expansion and partnerships in the coffee sector. By offering high-quality coffee and a welcoming atmosphere, operators can attract a loyal customer base and drive additional revenue.
Consider partnering with local roasters to offer unique and exclusive coffee blends. You can also create a coffee-focused lounge area with comfortable seating and Wi-Fi to encourage customers to stay and relax.
Interactive experiences
Beyond traditional food options, consumers are also seeking more interactive dining experiences. Nearly half of consumers (47%) would be interested in participating in interactive food or drink experiences at travel hubs. This could include cooking classes, tasting events, or interactive displays.
By offering these types of experiences, you can create memorable moments for your customers and differentiate yourself from competitors. Consider partnering with local chefs or artisans to offer unique and engaging experiences.
Local, diverse & affordable
To succeed in the competitive travel hub foodservice landscape, operators must strike a delicate balance between offering local flavours, providing a variety of options, and maintaining affordability. It’s essential to understand your target audience and tailor your offerings accordingly.
Consider conducting market research to identify the specific preferences and needs of travellers visiting your hub. This information can help you make informed decisions about your menu, pricing, and promotions.
Grow with the trends
The future of travel hub dining is characterised by a growing demand for local flavours, variety, and affordability. By embracing these trends and adapting their offerings, operators can create memorable dining experiences that attract and retain customers. By understanding consumer preferences, focusing on value, and offering unique experiences, travel hub foodservice businesses can thrive in today’s competitive landscape.
Kara are here to help with your journey to conquering travel hub offerings. Our diverse range of high-quality bakery products caters to a variety of tastes and dietary needs, helping you create delicious and memorable culinary experiences. Get in touch with our experts today to discuss how to make your travel hub foodservice spot the ultimate destination.
