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01.7.2016

AIRPORTS: Enliven’s Core Value Proposition

By Tim Richardson

If you work for one of the Top 100 airports in the United States or one of the major international airports anywhere in the world, we might be able to save your airport several million dollars a year. Here’s how:

You probably have a regional or national concessionaire running your retail and restaurant operations.

If you are a larger airport, you may have two or three concessionaires running some part of your retail operations.

If so, you are probably missing out on millions annually because you probably don’t have a direct, exclusive marketing relationship with Coke or Pepsi. Most airports don’t. So you’re not alone.

Only a handful of airports have done a direct deal with Coke or Pepsi—DFW, Hartsfield in Atlanta and Detroit Metro, to name the major ones.  We’ve studied these contracts. Our principals have negotiated and managed hundreds of major exclusive pouring rights contracts with restaurant chains, theme parks and hospitals nationwide.

There’s no good reason why your own airport should not reap the rewards of having your own direct relationship with Coke or Pepsi. Depending on the size of your airport, you can count on annual “found money” in the range of hundreds of thousands up to millions. Annually.

You can’t do it on your own, mind you. Your team simply does not have—or have access to—all the critical business intelligence you’ll need to negotiate effectively with Coke and Pepsi. And you certainly should NOT ask your current concessionaires to do it for you. They will not be enthusiastic or effective vendors for this task.

We can explain why your concessionaires should not be chosen for this task in more detail, but, essentially, it boils down to the fact that when Coke and Pepsi have direct partnership contracts with host properties (like airports, professional sports stadiums, large concert venues, universities, etc.), Coke and Pepsi pay those host properties handsomely. They inevitably pay any concessionaires working for those host properties less.

Bottom line: you should at least explore the potential benefits of having an exclusive pouring rights and marketing agreement with either Coke or Pepsi. And you should let Enliven do all the work.

There’s no cost for this service. Our only compensation is pay-for-performance. If we generate value for you, if we negotiate an exclusive beverage deal on your behalf, we’ll earn a small percentage of the incremental value that we create, a small percentage of the new, “found” money or “found” savings associate with your new beverage contract.

The Next Step You Should Take:

Why not put Enliven’s beverage deal experience and expertise to work for you? Contact us today.

Subscribe to Enliven

Join over 10k other industry experts who receive Enliven's advice direct to their inboxes.

01.7.2016

AIRPORTS: Enliven’s Core Value Proposition

By Tim Richardson

If you work for one of the Top 100 airports in the United States or one of the major international airports anywhere in the world, we might be able to save your airport several million dollars a year. Here’s how:

You probably have a regional or national concessionaire running your retail and restaurant operations.

If you are a larger airport, you may have two or three concessionaires running some part of your retail operations.

If so, you are probably missing out on millions annually because you probably don’t have a direct, exclusive marketing relationship with Coke or Pepsi. Most airports don’t. So you’re not alone.

Only a handful of airports have done a direct deal with Coke or Pepsi—DFW, Hartsfield in Atlanta and Detroit Metro, to name the major ones.  We’ve studied these contracts. Our principals have negotiated and managed hundreds of major exclusive pouring rights contracts with restaurant chains, theme parks and hospitals nationwide.

There’s no good reason why your own airport should not reap the rewards of having your own direct relationship with Coke or Pepsi. Depending on the size of your airport, you can count on annual “found money” in the range of hundreds of thousands up to millions. Annually.

You can’t do it on your own, mind you. Your team simply does not have—or have access to—all the critical business intelligence you’ll need to negotiate effectively with Coke and Pepsi. And you certainly should NOT ask your current concessionaires to do it for you. They will not be enthusiastic or effective vendors for this task.

We can explain why your concessionaires should not be chosen for this task in more detail, but, essentially, it boils down to the fact that when Coke and Pepsi have direct partnership contracts with host properties (like airports, professional sports stadiums, large concert venues, universities, etc.), Coke and Pepsi pay those host properties handsomely. They inevitably pay any concessionaires working for those host properties less.

Bottom line: you should at least explore the potential benefits of having an exclusive pouring rights and marketing agreement with either Coke or Pepsi. And you should let Enliven do all the work.

There’s no cost for this service. Our only compensation is pay-for-performance. If we generate value for you, if we negotiate an exclusive beverage deal on your behalf, we’ll earn a small percentage of the incremental value that we create, a small percentage of the new, “found” money or “found” savings associate with your new beverage contract.

The Next Step You Should Take:

Why not put Enliven’s beverage deal experience and expertise to work for you? Contact us today.

Subscribe to Enliven

Join over 10k other industry experts who receive Enliven's advice direct to their inboxes.

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We Don't Want Your Money

We want to dramatically increase how much money you make - or save - with respect to beverages. And then we want to take a small percentage of that new money that we earned for you. That’s our pay-for-performance model. It ensures that our incentives are aligned. It's why our clients think of us as a true strategic business partner and not just a vendor.

Let's Start a Conversation

We Don't Want Your Money

We want to dramatically increase how much money you make - or save - with respect to beverages. And then we want to take a small percentage of that new money that we earned for you. That’s our pay-for-performance model. It ensures that our incentives are aligned. It's why our clients think of us as a true strategic business partner and not just a vendor.

Let's Start a Conversation