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Stockholm Airport Uses a Food Truck for Hands-On Restaurant Marketing

@SamShankman

Sep 10, 2013 1:00 am

Skift Take

Airports are becoming destinations in their own right as they incorporate characteristics of the cities they represent and boost revenues through retail and restaurants. Stockholm’s airport is clever to target Swedes who will use the airport the most.

— Samantha Shankman

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Arlanda Food Truck brings meals sold at Stockholm’s airport into the city for lunchtime.

The creative marketing project aims to get Stockholm residents to the airport earlier so they can enjoy a meal before their flight.

People can buy lasagna, risotto, ramen soup with wasabi-marinated smoked salmon, pulled pork, or oven-braised veal. Meals are prepared in the truck, but the dishes each come from one of Arlanda’s fifty restaurants and bars.

The truck is only open at lunchtime. All meals cost $10.

Airport food is something most flyers eat out of necessity, not choice. But Stockholm Arlanda Airport hopes to change that with its new marketing project.

After improving airport meal options for the last year, Arlanda introduced Arlanda Food Trucks & Co to bring the best meals directly to Stockholm residents inside the city.

People can buy lasagna, risotto, ramen soup with wasabi-marinated smoked salmon, pulled pork, or oven-braised veal. All meals are prepared in the truck, but each dish is sold in one of Arlanda’s fifty restaurants and bars.

The truck is only open at lunchtime and all meals cost $10.

“It is an unusual and exciting way to market Arlanda. Above all, we hope we can inspire more people to get to the airport well in advance to discover the broad array of food on offer,” Michael Persson Gripkow, chief commercial and marketing officer at Swedavia, says in a statement.

“Above all, we hope we can inspire more people to get to the airport well in advance to discover the broad array of food on offer.”

Airports have started allowing local food trucks to cater to people picking up flyers as way to showcase local cuisine and improve the airport experience. This is the first time we’ve seen the in reverse with an airport tapping into the food truck to market its own cuisine.

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