in F&B, Insight, Insight & Analysis, Latest News, North America, Research March 29, 2026 0
Findings unveiled at the IAADFS Summit of the Americas 2026 highlights a major untapped opportunity to drive dual spending across retail and F&B in North American airports
At the IAADFS Summit of the Americas event at Rosen Shingle Creek in Orlando, Florida, m1nd-set founder, Peter Mohn unveiled new research pointing to a major untapped opportunity in airport commercial strategy, arguing that “the opportunity is bigger than it looks” when it comes to linking retail and food & beverage.
Presenting the findings, Mohn revealed that just 19% of North American travellers currently visit both retail and F&B during the same airport journey, despite clear evidence that this dual-engagement audience is highly valuable.
Those who do engage across both categories spend close to two hours airside, feel little time pressure, and prioritise shopping, relaxing and exploring F&B as their top activities. For around half of these travellers, sufficient dwell time is the main trigger for visiting both sectors, followed by a natural inclination to explore.
Layout is the lever
The research identifies airport design as both a barrier and an opportunity. Proximity and visibility between retail and dining are critical in shaping passenger behaviour.
A striking 87% of travellers who currently only shop in retail say they would be more likely to also visit F&B if the two areas were better connected. Many passengers remain gate-focused, following the most direct route and engaging only with what is immediately visible along their path.
Generational differences are also shaping expectations. Gen Z travellers show the strongest preference for integrated commercial environments, with 56% favouring mixed layouts, positioning design strategy as a long-term lever for growth.
In retail, environment does the selling
Impulse retail behaviour is driven less by necessity and more by experience. The desire to treat oneself, combined with exclusivity and strong visual merchandising, plays a decisive role in triggering purchases.
While travellers report high satisfaction with luxury assortments, exclusive products and brand variety, the research highlights gaps in affordable entry-level options and sustainable product ranges, areas where operators could expand appeal.
Premium yet convenient F&B becomes the norm
In food & beverage, North American passengers are increasingly seeking a balance between quality and speed. The emerging expectation is for premium yet efficient dining that fits seamlessly into the broader airport journey.
Although satisfaction with food quality, variety and cleanliness is generally high, value for money and originality remain weaker points, suggesting room for differentiation through more distinctive and competitively priced offers.
Hybrid concepts offer the clearest path to conversion
Beyond physical layout, Mohn emphasised that the most effective way to drive dual visitation is through integrated concepts that merge retail and F&B into a single experience.
Hybrid formats, particularly those combining chocolate, fashion or local products with food and drink, ranked highest in passenger appeal across all concepts tested. These formats create a natural bridge between browsing and dining, encouraging passengers to engage with both categories in one journey.
Gen Z driving the shift
The research underscores Gen Z as a key catalyst for change. Described as time-rich and experience-driven, this cohort naturally moves between retail and F&B when the environment supports it.
For these travellers, seamless integration is not just preferred but expected. Concepts that enable discovery, social validation and shareability, particularly those rooted in local culture, authenticity and experiential elements, deliver the highest levels of engagement.
Tagged with: IAADFS Summit of the Americas 2026 m1nd-set
or a new account to join the discussion.
Sign up for email newsletters for up-to-date news
To manage an existing DFNI subscription, please visit the My Account section of the website. To subscribe or for any other enquiries, please visit our Subscription form or contact us.
Sign up to DFNI daily newsletters to receive the latest information about the UK brokerage profession.
