Malaga Airport

Spanish flavour and international appeal

When SSP won an eight year contract to operate 15 of 21 new units at Malaga Spain, the company’s knowledge of customers at this important tourist airport was an added extra that was a key factor in clinching the deal. Having operated at Malaga since 1996, SSP already had considerable experience of working with Malaga’s passengers. This, combined with an extensive new research project into passenger behaviour and needs, meant the company had a detailed understanding of which concepts would be successful at the terminal and at which locations. SSP’s research confirmed that a ‘sense of place’ was really important at Malaga. While international brands were seen as an important part of the mix, just over half of Spaniards and those from across Europe believed that there should be more Spanish food and drink outlets at Malaga.

From SSP’s extensive brand portfolio, the company was able to pinpoint the right brand in the right format at each location, within the categories specified by client Aena – such as Caffè Ritazza, Starbucks and Spain’s foremost coffee shop brand Café&Té, in the coffee shop category. The new terminal offers passengers a varied mix of brands, from fast food favourites to high-end dining, including a concept developed with Michelin-starred chef Dani García called Lamoraga Airport. Caviar House & Prunier also be made its Spanish debut at the terminal. Other brands featured include SOHO Coffee Co, Burger King’s premium burger concept Whopper Bar, O’Learys, Upper Crust and market leading Spanish casual dining concept VIPS.

Twelve of the new units are located at the airport’s new third terminal, which opened in March 2010. The new concessions have increased the number of food and beverage outlets at the airport by 75%.