• La Barra de la Bientirada (LALALA Group) and Bareto (Barbillón Group) take their dynamic concept from the streets of Madrid to the airport, where they continue to transform Barajas into a true showcase for the region’s local flavors.
  • Areas pushes forward with its plan of launches at the airport after winning 35 of the 55 tenders Aena awarded in February 2023.


Barcelona, April 11, 2024

Areas continues with its launch plan at Adolfo Suárez Madrid-Barajas airport with the inauguration of two new beer and local flavor concepts: La Barra de la Bientirada (LALALA Group), at Terminal T1, and Bareto (Barbillón Group), at Terminal T4.  These 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.

“The two new outlets Areas has opened at Barajas are success stories in the restaurant industry and true ‘local heroes’ that allow Madrid’s gastronomy to be beamed around the world. They will continue to make Barajas a showcase for local flavor on a global scale,” said Areas Iberia chief marketing and expansion officer, Mireya Muñoz.

Bareto, a byword for Castilian cuisine, already operates at the airport’s T2 and now lands at T4 paying homage to old-school bars and taverns. The chain currently has seven outlets across Madrid, in Alcalá, Atocha, La Moraleja, Chamberí, IFEMA Madrid, and Adolfo Suárez Madrid-Barajas. The new outlet is a recreation of a traditional bar where you can enjoy a cold beer and tasty snack, and boasts a carefully curated food offering that includes a highly dynamic menu of market cuisine in addition to tapas. The 6,700 sq foot bar-restaurant, with capacity for around 200 people, is located next to the T4 arrivals hall and is open 24 hours.

La Barra de la Bientirada is distinguished by its informal Castilian cuisine focused on quality products. The versatile menu offers everything from classic tapas such as Olivier salad and gildas to tasty dishes on toast. With a carefully designed decor and a large bar as the main feature, this modern 3,200 sq foot establishment fuses the traditional with more innovative elements to offer a unique gastronomic experience. The space, licensed for 116 people, is situated in the Gate B boarding area.

La Barra de la Bientirada and Bareto take their dynamic concept from the streets of Madrid to the airport, where they continue to transform Barajas into a true showcase for the region’s local flavors. With these new openings, which now make three at Barajas, Areas shores up its bar experiences and will soon open a further branch of La Barra de la Bientirada and a restaurant from the Bientirada stable to further boost its presence and focus on local flavors at the airport.


Areas continues to transform the Barajas restaurant scene

These two new openings are in addition to the nine that Areas has already launched since winning the tender in February last year. The revamp of the gastronomic offering is being implemented in phases and will carry on until the end of the year. To date, Areas has opened Aloha Poké, Chök, Bareto, Chia, La Place, Flax & Kale, and Santagloria, as well as two Burger Kings in addition to these two new bars.

Areas’ bid for the Madrid airport covers approximately 25% of brands with extensive experience in international and domestic airports and 75% fully new concepts for Barajas travelers, including bars and gastronomic concepts from Madrid (in addition to La Barra de la Bientirada and Bareto, it has Taberna de La Ancha with chef Nino Redruello, Viandas de Salamanca, Le Coq, and Tacos Don Manolito); healthy, alternative concepts (Flax&Kale, Aloha Poké, Chia and Chök); ethnic restaurants (Udon, Rossopomodoro, and VyTA); and a selection of the company’s own leading chains (StrEAT, Deli&Cia, and Farine).

“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,” Mireya Muñoz, Marketing & Business Development Director at Areas Iberia,  said. “In addition to the culinary options, Areas’ offerings stand out for onboarding digital technologies and solutions to enhance the customer experience and integrate sustainable development models to minimize the use of plastic and reduce food waste.”


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 communication hubs across the world (airports, train stations, travel plazas on highways), as well as leisure parks 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.

Press contacts | Roman:

Víctor Palacio: v.palacio@romanrm.com

Magdalena Guiroy: m.guiroy@romanrm.com

+34 677 782 370

April 11, 2024
Press release