- The company has opened new points of sale including Burger King, Paul Express, Le Coq, and La Barra de la Bientirada
- Areas surges ahead with expansion plan after winning 35 of the 55 points of sale and is strengthening its position as the airport’s leading food & beverage operator
Barcelona, August 02, 2024
Areas, leading Spanish multinational in food & beverage and travel retail, has announced the recent opening of new outlets at Adolfo Suárez Madrid-Barajas airport: a Burger King at T1, a Le Coq at T2, a La Barra de la Bientirada at T4, and two Paul Express outlets – one at T4S North and another at T4S South.
These new additions join earlier ventures including Burger King, Chök, Aloha Poké, La Place, Chia, Santagloria, La Bientirada, Bareto, and Flax & Kale.
The openings are part of the large-scale food and beverage competition Aena put to tender in February 2023 for Adolfo Suárez Madrid-Barajas that made it the largest catering contract in the history of Spanish airports in terms of turnover. Areas won 35 of the 55 outlets tendered, accounting for 70% of estimated sales over the eight years of the award.
With these new outlets, Areas has now transformed almost 50% of the gastronomic offering it won at the airport, with 16 of the 35 outlets up and running. The revamp is being implemented in phases and will continue through to the end of the year.
The new onboardings include Burger King, the world-renowned brand that provides a fast and tasty experience, ideal for travelers keen to satisfy their cravings on the road, present across various Barajas terminals.
At T2, Areas has opened a branch of Le Coq, the roast chicken specialists. The company is also planning to launch StrEAT, its proprietary brand fusing a street-food culture with innovative design concepts, at the same terminal very soon. With dynamic spaces and live cooking shows, StrEAT stands out for the diversity, quality, and authenticity of its offering with brands like Tacos Don Manolito, Udon, VyTA and Rossopomodoro.
At T4, the company has opened La Barra de la Bientirada, an idea that takes the vibe of Madrid’s streets to the airport and is distinguished by its casual Spanish cuisine focused on quality products.
At T4S North and T4S South, Areas has opened two Paul Express outlets, providing an elegant French café style with a friendly atmosphere and an extensive variety of tasty, traditionally made sweet and savory dishes.
“Areas is developing a best-in-class travel food and beverage concept at Barajas based on an extensive revamp and the combination of international brands and leading local concepts,” said Mireya Muñoz, Areas Iberia chief marketing and expansion officer. “We want to make Madrid’s airport our leading commercial showcase and a food and beverage benchmark”.
The Areas offering for Barajas includes around 25% brands with longstanding expertise in airport environments, whether internationally (Burger King, Starbucks, Paul, La Place) or in Spain (Rodilla, Santagloria). Above all, it includes 75% completely new concepts for airport users, including Madrid breweries and foodie offerings (La Barra de la Bientirada, Taberna La Ancha with chef Nino Redruello, Viandas de Salamanca, Bareto, Le Coq); healthy, alternative food (Flax&Kale, Aloha Poké, Chia y Chök); ethnic restaurants (Udon, Rossopomodoro, Tacos Don Manolito); and a curated selection of the company’s leading proprietary brands (StrEAT, Deli&Cia, VyTA, Farine).
With these onboardings, Areas shores up its commitment to offer exceptional gastronomic experiences pivoted to travelers’ preferences.
About Areas
International leader in the travel food and beverage and retail business. Present in 10 countries, the company manages more than 2,000 restaurants and stores in Europe and America.
Boasting a team of 20,000 people and present in the main travel hubs across the world (airports, train stations, travel plazas), as well as leisure and exhibition centers, Areas provides service to more than 350 million customers every year.
Founded in Barcelona in 1968, Areas was created with the firm commitment to offer high-quality services to travelers. Since then, the company has evolved, becoming a benchmark global operator in the sector with in-depth know-how of travelers’ needs and the most extensive array of food and beverage concepts on the market.
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