Air Travelers Face Long Waits at Airport Starbucks
As the holiday season approaches, air travelers are bracing themselves for the usual headaches: slow security lines, crowded gates, and delayed flights. But there’s another frustration that’s becoming increasingly common: long wait times at airport Starbucks.
A Brewing Problem
Travelers, flight crews, and even airport employees have all experienced the frustration of waiting in line for their morning coffee. At New York’s LaGuardia Airport, Coresa Barrino, a nursing assistant, waited for over 10 minutes for her coffee, a far cry from the two-minute wait she’s used to at her local Starbucks in Charlotte, North Carolina.
A New CEO with a Plan
Starbucks’ new CEO, Brian Niccol, is well aware of the issue. He’s pledged to win back customers and reverse the company’s sales slump. Niccol believes that simplifying the execution at airport locations will help reduce wait times and get customers on their way.
The Challenge of Airport Locations
Starbucks faces a unique challenge at airports. Its airport locations are operated by licensees, not the company itself. This means that Starbucks has less control over the customer experience. However, the company is working to improve its mobile order and pay system, which was rolled out to airport locations in 2022.
The Importance of Concessions
Concessions, including food and beverage outlets, contribute around 4% of U.S. airport revenue annually. With air travel on the rise, airports are seeing an increase in revenue from these outlets. At Dallas Fort Worth International Airport, revenue from food and beverage outlets is growing faster than passenger numbers.
The Competition
Starbucks isn’t the only coffee chain operating in airports. Other operators, such as Paradies Lagardere and OTG, are also offering coffee options to travelers. But Starbucks remains the most popular choice, with over 170,000 possible drink orders available.
Technology to the Rescue
Airports are adopting more technology to help move lines along. Labor challenges have led to more kiosks and tablets inside airport restaurants. Some airports, like Tampa International Airport, are offering digital ordering options, allowing travelers to order food ahead of time and pick it up at airport restaurants.
The Future of Airport Coffee
As air travel continues to grow, airports are looking for ways to improve the customer experience. From robotic baristas to meal and retail bundles, airports are experimenting with new ways to speed up service and make travel more convenient. For Starbucks, improving its airport locations is key to winning back customers and boosting sales.
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