Brussels Airport sounds out market innovations to “shape the future of its F&B”

On the eve of a major infrastructure transformation, the operator of national airport (BRU) is launching an extensive consultation to rethink its food experience. The ambition? To turn “Belgitude” into a growth driver and transform wait times into a genuinely rewarding moments.

© BRUSSELS AIRPORT

“We are launching the invitation to participate in the market sounding for our next-generation Food & Beverage program,” enthuses Stefanie Bouckaert, Head of Commercial at Brussels Airport. “This is a key step in shaping the future of the F&B”. Gone are the days when airport dining services were confined to a functional role of convenience. The operator is working on a strategic shift at Zaventem.

As the global aviation industry seeks to re-enchant the passenger experience following the Covid years, Brussels Airport has decided to tackle one of the most critical points of customer satisfaction: the food offering. Before the official launch of tender procedures next year, the airport is initiating a dialogue with qualified operators starting now and running until next May, “in order to explore innovative concepts and future opportunities,” the operating company told The Moodie Davitt Report.

The stakes are significant. The exercise involves a complete rethink of the airport’s concession landscape, covering around fifty commercial units.

Developing a Sense of Place

While Brussels Airport already holds the title of the world's largest chocolate retailer (1.5 kg sold every minute) and manages a colossal beverage turnover (over 1,000 litres of beer per day), management wants to go further. The idea is no longer just to feed passenger flows, but to create a true culinary “destination.”

The Head of Commercial makes no secret of it: the ambition is to make the airport the right first (and last) impression of Belgitude (Belgian spirit). “We aim to bring the best of Belgium to the world,” she explains to Dermot Davitt.

Concretely, the strategy relies on a balance between essential international brands –reassuring for the hurried traveler – and authentic, artisanal Belgian concepts. This is what is known as “sense of place”: giving the traveler the immediate feeling of being in Belgium, and nowhere else, as soon as they order even a cold drink or a hot meal.

The 3.0 Project as a Backdrop

This culinary overhaul is no coincidence; it is part of the “Hub 3.0” investment plan, the first phase of which is endowed with a €500 million budget. Brussels Airport is preparing for a physical metamorphosis, featuring a new intermodal hub, hall extensions, the construction of a hotel, and the creation of a green boulevard. It is this improved environment that will host the future dining offer.

By increasing commercial space and improving comfort, Brussels Airport hopes to capture more added value from transit passengers – a financial revenue stream essential for international hubs. This approach reflects a broader trend in the European airport sector, where dining is becoming a key differentiator between hubs. By rethinking its F&B offer, Brussels is not just looking to sell more waffles or beer; the airport seeks to consolidate its position as a leading European center, where the layover becomes a pleasure.