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TIA revamps food sales recipe

Carrabba's will open it first airport location in Tampa. Popeye's and a juice bar are coming, too.

By STEVE HUETTEL, Times Staff Writer
Published December 5, 2007

Carrabba's Italian Grill will replace the poor-performing Wharf. Also coming: Zia Juice, Sam Snead's Tavern, Baja Fresh and a Chili's carry-out.
	[Melissa Lyttle | Times]

Hungry travelers should find some changes on the menu at Tampa International Airport this time next year.

What's in: veal Marsala from Carrabba's Italian Grill, wheatgrass shots at Zia Juice and Popeye's New Orleans spicy chicken. What's out: Taco Bell burritos, Edy's ice cream and waffle fries at Chick-fil-A.

Officials with Tampa International and HMSHost, the airport's master concessions operator, have mapped out a plan to bring six new food and beverage brands into the main terminal and two oldest "air-side" terminals.

The deal is part of a proposed five-year extension of the company's airport contract through 2015. The Hillsborough County Aviation Authority governing board is scheduled to vote on the extension at its Dec. 13 meeting.

If the agreement passes, HMSHost and subcontractors will pay $13.7-million to build out and remodel restaurants and retail stores. Work would start early next year and wrap up by December - in time for the 2009 Super Bowl in Tampa, said HMSHost spokeswoman Susan Goyette.

The biggest change would bring Carrabba's, the chain owned by Tampa-based OSI Restaurant Partners, into its first airport location in August, said Diane Vercelli, senior director of properties and contract administration at the airport.

Carrabba's would replace the Wharf Grille & Brewhouse, a traditional seafood restaurant that suffered from thin crowds. It rang up revenue of just over $111,000 in September, less than a quarter of the till at T.G.I. Friday's just a few steps away.

The disparity underscores a long-running trend: Brand names rule in airport restaurant sales, with visitors and locals alike looking for familiar fare. Hence the push to introduce newer and fresher brands in the food and beverage makeover, Vercelli said.

"Branded airports do much better in airports," she said. "Customers want to know what products they're going to get."

In addition to replacing the Wharf, the main terminal plan calls for moving out the Wall Street Deli - a brand that failed after arriving in Tampa - as well as Pizza Hut Express and Edy's.

In their place will be a French bakery-theme sandwich and salad shop called La Brioche Doree and Baja Fresh, a Mexican grill. Zia Juice, a smoothie, fruit and vegetable juice bar popular in college towns, will share the space.

Airside A will be home to Sam Snead's Tavern, a chain of casual-dining restaurants serving grilled entrees. At Airside F, the Frankly Gourmet grill and Chick-fil-A will be replaced by Popeye's Chicken & Biscuits and a Chili's carry-out.

Driving the restaurant makeover was a desire to renew the concessions agreement before a new airport terminal building north of the current terminal opens in 2015.

Under the agreement going to the airport board next week, HMSHost would begin a transition to a new vendor in 2014 if it doesn't win an open competition for the next contract.

Steve Huettel can be reached at huettel@sptimes.com or (813) 226-3384.

[Last modified December 4, 2007, 22:37:31]