In a field crowded with 'wow' inducing menus, Anton Airfood, Inc., took home the 2005 Best Beverage Menu Award for its 'overall package' of visual appeal and creativity, its ease of use for consumers as well as drinks 'that are on the cutting edge of consumer trends,' said Michael A. Jones, vice president, corporate planning for the company.
'Together with [consultant] MarkeTeam, I spent a lot of time thinking about our consumer and how to design a beverage menu that stimulates their interest and navigates them through the menu in a timely manner,' he said.
The 'timely manner' is of particular importance at Anton Airfood, which operates 60 adult beverage concepts located at airports across the country. 'The challenge in the airport is the fact that a lot of travelers are pressed for time, so we try to provide them with an 'oasis' within the chaos of airport travel. We hope that we can start their vacation off with a memorable experience or cap off a business deal with a quality glass of wine,' Jones said. But even so, Jones underscored that the company 'regards its restaurants as an extension of what guests would want to experience in their favorite neighborhood restaurant--great food and beverage, comfortable ambiance and caring service.'
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Another challenge for Anton was developing a core beverage menu that would work at its 60 diverse adult beverage concepts, all with various themes, designs, decors and styles of service. Certain drinks fit that bill, Jones said. 'Our biggest sellers are still the Bloody Mary and the Margarita, as well as draft beer. We have [also] made significant strides in our wine-by-the-glass sales along with taking advantage of the calls for Martinis and rum-based cocktails.'
While the Anton Airfood beverage menu serves as the base for its beverage experience, 'we then build off of that for each of the concepts by adding half-bottle wines, 22-oz. draft beers, regional microbrews or spirits that are appropriate to the city or concept,' he stressed.
For example, at JFK Terminal One, in New York, the company operates the Napa Valley Wine Bar, where the sophisticated theme is carried out by decor, design and the menu. 'It is an intimate bar featuring half-bottles of wines and a full bar for primarily the Air France passengers,' Jones said. Also located in JFK's Terminal One, but for a different type of traveling clientele, is the Brooklyn Beer Garden, a partnership between Anton and NYC-based Brooklyn Brewery. Still another concept, Varsity Grill & Sports Bar, at various locations including Raleigh Durham Airport, NC, 'operates three meals a day and caters to a more diverse traveler base.'
--EVS
