News

Analisa Romano of the Denver Business Journal has an interesting article about the changes at Denver International Airport.

Ribbon cuttings are becoming routine at the Denver airport.
Since 2022, a steady stream of new bars, restaurants and shops at Denver
International Airport has led to dozens of ceremonies marking their openings.
So far, 74 new concepts have opened in what airport officials call one of DIA’s
most ambitious concessions overhauls. Once a set of concepts is complete, a
ceremony follows, complete with live entertainment, hors d’oeuvres and an
appearance from DIA CEO Phil W ashington.

The airport held its latest ribbon cutting on April 7 for the opening of Fat Sully’s
Pizza, Shake Shack, Qdoba and Chick-fil-A on Concourse A.

The event is one of several this year that will wrap up the most visible phase of
the airport’s ambitious concessions overhaul, said Pamela Dechant, senior vice
president of concessions at DIA.

But the flurry of announcements revealing new concepts at DIA — novel additions
like a golf simulator, a restaurant led by the chef for the Denver Nuggets, and
the first speakeasy-style bar to locate inside an airport — are far from over,
Dechant said.

“There really isn’t a proper finish line in the program,” she said.

Since 2022, DIA has added 49,000 square feet of its planned 60,000 square feet in
the initial overhaul, according to a presentation from the concessions
department. About 10,000 more square feet will come in the form of smaller
spaces, like 400-square-foot kiosks, Dechant said.

By 2030, DIA expects it will have added significantly more concession space —
255,000 square feet — due in part to airport expansions like the 11-gate expansion
underway at Concourse C, she said.

In 2028, the airport will add seven restaurants and bars to fill the airport’s
revamped Great Hall, Dechant said. She said the airport will revive a food hall in
that area, which was a major asset for airport employees.

The revamped options seek to improve the passenger experience at DIA, and
airport officials say the effort appears to be working.

They point to the latest results from a customer satisfaction survey conducted by
the Airports Council International, which found that DIA late last year landed its
overall highest score since 2022, at 4.13 out of 5.

In the satisfaction category for restaurants, bars and cafes, DIA ranked No. 3 in
North America among airports that subscribe to the survey , according to a report
of the results. Satisfaction with shops ranked the airport at No. 5, marking an
improvement in rankings in both categories from previous lows at No. 7 and
No. 10.

Rethinking concessions
The last several years have entailed a “reset”of DIA’s food and beverage strategy
that homes in on offering a full concessions experience, Dechant said.

The plan didn’t just call for more concessions, but for the added spaces to offer
more variety , include local business representation, and to create opportunities
for smaller businesses, according to the concessions presentation.

Dechant’s team studied how passengers differ from concourse to concourse and
sought to tailor the concessions options to those needs.

Concourse A has the most diverse group of passengers because it has the highest
number of airlines, Dechant said. That was taken into consideration, as was
the fact that a higher portion of passengers on that concourse depart early in
the morning.

“We want people to be open and have options available, because we have people
in the concourse at 4 a.m.,” Dechant said.

Concourse B, which is dominated by United Airlines, has the highest portion of
passengers who are on a layover due to the fact that it’s a major United hub, shesaid. Those offerings were tailored to customers who might be in a hurry.

Concourse C has many passengers flying Southwest Airlines. So concessions
sought to include options that can be easily transported, knowing that meals
aren’t offered on most Southwest flights, Dechant said.

The design of concession spaces also changed to include more lighting, intuitive
spaces, and groupings of food options that together make up a small marketplace.
The spaces emphasize having both a sit-down and quick order option, and many
include a space to get coffee.

Dechant and her team were intentional about selecting local vendors and food
offerings that showcase what visitors to Denver will find when they actually roam
the city. Among the local favorites brought to the airport in recent years are D Bar, Tocabe, ChoLon Modern Asian, Marczyk Fine Foods, Osteria Marco, Maria
Empanada and others.

Today , Dechant said, the ratio of national to local brands is about 40% to 60%.
Some national favorites, such as Chick-fil-A, McDonald’s, Shake Shack and
Starbucks, have locations on multiple concourses.

DIA has also recruited three Michelin-rated restaurants. Those are Santo and
Mister Oso by Señor Bear on Concourse C, and Mercantile Dining & Provisions on
Concourse A, according to concessions.

Coming soon
More local favorites are still slated to open at DIA this year, part of 28 total
concepts being added in 2026, Dechant said.

The Cruise Room, a historic landmark in Denver’s Oxford Hotel, will open a
location at DIA, as will Stranahan’s, a local whiskey distillery.

Also coming soon is Colorado’s first Taco Bell Cantina, which is a spin on the
traditional fast food restaurant that offers a unique menu and alcoholic drinks.
In 2027, Dechant said she expects to mark significantly fewer openings — closer to
10 total.

At that point, Dechant’s department will pivot from recruiting scores of
concessions to helping concepts optimize their business, she said. For example,
they work to ensure point of sale systems are installed properly , or that employees
are getting customer service training, she said.

Among the new concepts that have been added at DIA since the overhaul, all have
stayed open, Dechant said.