FOOD & BEVERAGE


The science of service O


Noel Toolan explains how understanding passengers helps F&B provider, SSP, keep up with changing demands and rising expectation levels.


urs is a service business – and we must know how our customers think and behave if we are to serve them to the highest possible standards. If we are to continue to thrive in the new ‘post-recession’


landscape, we need to know how consumers’ attitudes have been shaped over the past years and months, how significant these shifts have been, and what adaptations we should make in response. Experience and ‘gut feel’ will play a part when it comes to


making choices about what will and will not work in the commercial world of travel retail. But this must also be supported by hard empirical data. That means investing in quality, ongoing research


70 AIRPORT WORLD/AUGUST-SEPTEMBER 2010


to provide sound information, which can be used to inform and support business decisions. Back in 2007, SSP conducted a major study into the needs and


behaviours of the travelling consumer. In March 2010, we revisited this study to establish whether our customers can be defined by the same parameters, whether they have the same needs and behaviours, and how the airport food and beverage market has developed. This data has been added to SSP’s bank of information on key


locations, consumer satisfaction and market trends to build a detailed and meaningful picture of the post-recessionary market in which we now operate.


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