“In Terminal 1, Dublin Airport, a recent renovation of the retail area known as The Loop had highlighted that the food and beverage offerings were in need of an upgrade. All the restaurants were upstairs and spread out with no one central seating area. They were at capacity with few free seats and long queues. It was clear that a new food area was necessary to improve the customer journey in Terminal 1, Dublin Airport�
Dublin Airport Vision ARI envisage Dublin as the Best Performing Airport in Europe with passenger numbers expected to exceed 26.8 million………. In 2016 ARI as master concessionaire, worked with the airport to define the offer and what was required. We wanted a warm and welcoming food and beverage space, where passengers can complete their customer journey after clearing security. We asked for a Food Market with fresh locally sourced products, that was on trend both nationally and internationally, one that would beat any other offer available downtown. Rather than maximise the concession fees, the focus was on the quality of the offer and strong customer service.
If only we could find an operator clever enough to give us great fresh food, cooked in front of us, that will taste wonderful, not cost too much and let us eat in a bright relaxing space before we board our fight
Our commercial challenges in a rapidly expanding airport terminal > Increase average passenger spend by 10 % > Improve our ACI/SQM ranking into the top 5 in Europe ( in 2014 we were 15th Restaurant Facilities and 19th value for money ) > Grow sales with improved fresh food offers > Improve the customer journey encouraging earlier security clearance by offering a greater product mix than was previously available airside in Terminal 1
The ARI team invited some industry experts to help find the freshest, tastiest food that would keep the weary passengers happy on their journey. They were surprised by a company who knew how to please the business traveller, the leisure traveller and even the littlest travellers. This company had never operated in an airport before, but owned a successful chain of restaurants. What came next was the greatest food market to ever open in an international airport.
Traditional Irish Pub, Steak & Seafood Restaurant W R I G H T S
B A R
&
R E S T A U R A N T
H O W T H
Malahide
Bringing Street Experience to the Airport Michael Wright is a successful Dublin based entrepreneur who operates a chain of 10 successful restaurants and bars in Dublin. “I want the Marqette customer to feel that they are in an outdoor food market, a bright airy space with great food smells, hustle and bustle, and a great atmosphere. To not feel like they are in an airport at all, this way they can relax more. We added a vintage Citreon Van to sell street food, and a real bakery, it really feels like a great Irish outdoor foodmarket� It was this vision that made the Marqette offer unique and convinced ARI that this offer was a clear winner from the final three.
The tender team included marketing and operations functions and a rigorous review of the offers proposed. Competition was tight but three close contenders were shortlisted, all from indigenous Irish companies, beating all international submissions. Marqette was chosen for its innovative design, and market style approach, with emphasis on quality of food and customer service. Marqette has performed consistently since opening and PAS is 30% ahead of projected figures.
Introducing Marqette A relaxed space bringing the outdoor feel of a busy and bustling Irish food market indoors at Terminal 1, Dublin Airport. Opening up the floor to ceiling glass with views over the airfield that had previously been hidden by retail units gave the space instant light and appeal. With an eclectic mix of food counters, stalls and visually stimulating food offers, the addition of an artisan bakery brings the unit to a level never before encountered in an international airport. With a genuine philosophy and focus on freshly prepared food, our range of hot food, confectionary baked onsite and grab and go fresh salads, sandwiches and juices have satisfied all class of passenger, while keeping up with international market trends that demand fresh, traceable products, appealing to all dietary requirements.
Marqette opened their doors and it looked bright and inviting. With colours of fresh fruit and nostalgic scents pouring from the bakery, the customers were happy once again. They flocked into this new food market where they took some time out on their journey to relax. By the time they boarded their plane, they were fed and had tasty fresh take away salads and snacks in their bags for later.
Design Concept The wholesome, provenance and traceability ethos of our food transitioned into the design of the unit. The use of reclaimed materials was used to give the food court an established feel in what is quite a modern transport hub. The reclaimed timber was sourced from American Amish barns and the salvage brick is a Dolphins barn brick, salvaged from the demolition of U2 studios on Windmill lane. The Citreon HY Van dating from 1962 was sourced from central France and had originally transported workers to and from work on a farm. A ceiling raft sits over the main servery areas, with bespoke terracotta pendants protruding through it over the centre island units. Other eye catching additions include salvaged fruit crates, milk churns and beer casks.
Children and adults watched in surprise through the window of the bakery, as the bakers rolled the dough for the croissants and filled the ĂŠclairs with fresh cream. The bakery smells were divine and the customers were hungry.
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What about the thirsty passengers? Although not included in the original plans, Marqette thought the market needed a bar. They build a large square bar that has become the focal point for the main seated area, and staffed it with experienced managers, barmen and serves bespoke cocktails, wines, beers and spirits.
ARI got very excited. Their dream to become the best performing airport in Europe was becoming a reality.
T1 airside PAS has increased by 14% since Marqette opened (September to December 2015) The current PAS is 25% ahead of what was expected from the initial tender
Customer Service with a Smile Marqette staff received intensive customer service training and airport orientation training from ARI New to an airport environment, hiring, training and gaining security clearance for over 100 staff was challenging but was achieved upon opening
SALES IN TERMINAL 1
14% AVERAGE SPEND PER PASSENGER
25%
“Marqette has added a fresh new market feel to the vibrant terminal 1 airside area, and has contributed greatly to achieving our comprehensive strategy for food and beverage/retail development. This now offers passengers a fantastic range of quality Irish ingredients and dishes, in addition to the great theatre offered in the full bakery within the restaurant-unique in international airport environments� Anthony Kenny | Director of Retail ARI
Clever Marketing The unit opened with very little spent on PR, we let it speak for itself. Social media interaction with customers including passengers and staff is key to our marketing strategy.
Phone: + 353 (0) 1 8908351 Email suzanne@wbg.ie michaeljfwright.com