Starbucks CEO Brian Niccol has said airport stores’ performance could improve.
He said airports, where consumers often face long lines, are one area in particular that could be improved.
In late October, Niccol unveiled plans aimed at improving customers' experiences and reviving the company's sales, from bringing back condiment bars, to eliminating surcharges for At Dallas Fort Worth International Airport, revenue from food and beverage outlets is growing faster than passenger numbers, said Jennifer Simkins, the airport's assistant vice president of concessions. The airport has become the world's third-busiest for passengers, up from 10th place in 2019, according to Airports Council International.
Starbucks opened its first airport location with licensee HMSHost in 1991 at Seattle-Tacoma International Airport, which serves Starbucks' hometown. Licensing its stores saves Starbucks the hassles of operating inside an airport, such as staffing problems, high rents and security checkpoints. And though the coffee chain is used to handling a surge of undercaffeinated customers in the mornings, the swell in demand at an airport can be even more erratic.
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