Fostering innovation
in airport dining
A high-powered panel featuring Wow Bao President Geoff Alexander, Plaza Premium Group Founder & Chief Executive Officer Song Hoi-see and Paradies Lagardère Dining Division President Regynald Washington shared success stories and some of their companies’ latest innovations.
(Left to right) Paradies Lagardère Dining Division President Regynald Washington, Plaza Premium Group Founder & Chief Executive Officer Song Hoi-see and Wow Bao President Geoff Alexander
Wow Bao launched in 2003 as a quick serve, fast casual Asian restaurant. It is expanding rapidly, including in the airport market, explained Alexander.
“We use our own recipes, and everything we serve we steam, it is clean and is a traditional cooking method. Steam is vented in a unit on top of the space that draws steam out of the water. It is easy to imagine this in an airport environment.”
Alexander: Automation and technology have driven enhanced revenues
This technology is in use in Wow Bao restaurants at Chicago O’Hare International, Cleveland Hopkins International and Reagan National airports. Wow Bao has also aimed to evolve the customer experience.
“We have always been at the forefront of technology and have enhanced the traditional ordering experience by implementing self-service kiosks.
“We have eliminated the cashier and pick-up, with just one staff member in the front of house to answer questions and help pass the time [while waiting].” Crucially, the impact on revenues has been impressive.
Song Hoi-see discussed the history behind his company and the leaps forward it is taking in the future. “From the lounge, to meet and greet, to hotels and to dining, we want to connect all silo services at airports,” he said.
Plaza Premium Group’s F&B strategy can be summed up as “going glocal”. Song Hoi-see commented: “We offer authentic flavours that give a Sense of Place and signature international comfort food available around the world. We also brought street food into the lounge, which has been very successful.
“We curate an F&B offering through innovative experiences. Chefs interact with guests through waking up all five senses to activate the sixth sense – your stomach.”
“Chefs interact with guests through waking up all five senses to activate the sixth sense – your stomach.”
Song Hoi-see: “We curate an F&B offering through innovative experiences”
One of the major themes of the session was using technology to enhance the customer experience and getting the balance right between automation and the human touch. “When people think about innovation, technology immediately comes to mind,” said Paradies Lagardère’s Washington. “But high technology provides us with a platform to deliver a high-touch experience. The personal touch is a significant driving force of the dining experience.”
He cited a survey from air travel intelligence company OAG which showed that travellers “overwhelmingly prefer human touch over automation, especially in airport concessions categories”.
He said: “Technological solutions provide information which can help you enhance that touch.”
Washington leveraged his 12 years of working at The Walt Disney Company to offer some valuable insights. “The guest experience is always driven by the people,” he said.
“Be a maniac about delivering excellence. Have high recruiting standards and put the right aces in the right places. And recognition is hugely important in driving a culture of excellence.”
Washington: Crucial to find ways to connect and engage with guests
“Be a maniac about delivering excellence. Have high recruiting standards and put the right aces in the right places. And recognition is hugely important in driving a culture of excellence.”
He added: “Be unique in how you approach delivery and interaction with guests. Find ways to connect with them and stay connected, whether through table touches or social media.
“[The goal is] creativity using innovation, with big or small ideas deliver a hassle-free environment allowing guests to have a memorable experience without sacrifices on their preferences.”
Partner's message
July 2019
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