Fed & Watered, the high-end café-bar at Belfast International Airport, is hoping to see its sales soar after completing a major refurbishment programme.
The Mount Charles Group, which manages the outlet, has revitalised the brand identity to better meet consumer trends, which has involved improving the menu choices and customer queuing system, and increasing the capacity by 60 additional seats.
A new manager and executive chef are also set to join the business as part of the strategic changes, which will be repeated in other Fed & Watered outlets that it operates.
Fed & Watered first began operating at Belfast International Airport four years ago with an investment of £1m on what was then the Mount Charles Group’s first retail brand.
Margaret Allen, capital projects manager at the company, who has led the refurbishment programme, said: “Since its conception the brand has gone from strength to strength, with further outlets opening in Exeter Airport and the landmark Obel Building in Belfast. While the brand and the offering have evolved over the past four years, we took the decision earlier this year to execute a more significant brand refresh.”
Allen said it was important for the company, which employs 30 people at the airport café, to make the purchase journey more enjoyable for passengers. “With this in mind we created larger, easier to digest menu boards that really emphasise our daily deals and promotions, not to mention our dedication to local produce,” she explained.
Allen added that the changes the firm has made are designed to rival the quality of any high street brand within an airport setting and it now plans to initiate similar schemes at other sites.
“The updated brand assets have future-proofed this part of our business, and will now be rolled out across our other Fed & Watered outlets, thus strengthening brand confidence and consistency across the portfolio,” she added.