Industry News | March 23, 2010

Freshëns Re-Design To Debut At Atlanta Airport

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Freshëns announces the official opening and branding initiative of a new store design at Concourse D at Hartsfield-Jackson Atlanta International Airport. This 400-square-foot facility showcases the most significant and anticipated store re-design in the history of the organization.

Freshëns chose to debut its first new airport concept in Hartsfield-Jackson Atlanta International Airport because of its Atlanta-based headquarters and its long-standing relationship with Hartsfield Hospitality, an HMSHost DBE Partner.

“Freshëns did a tremendous job working with us on the new design," says Roosevelt Adams, president of Hartsfield Hospitality. "We’ve already seen a remarkable increase in customer traffic since the opening. The company features one of the strongest and most unique brands of both frozen yogurt and smoothies, and understands the meaning of a true partnership between a brand and operator. I’ve been a franchisee for 25 years, and this is one of the best brand partnerships I’ve ever been involved with.” Hartsfield Hospitality operates four Freshëns as well as full service café concepts in Hartsfield-Jackson Atlanta Airport and Houston Intercontinental Airport.

Miller Zell, a leading firm in retail design, and Culinary Edge, a culinary development firm, incorporated three key elements, “stop-ability,” “crave-ability,” and “engage-ability,” into the store’s design and product development. As evident by its clean, white background, the store portrays a simple, yet contemporary look using eye-catching product photography. A 10-by-5 canvas of fresh slices of strawberry, kiwi, and orange set the tone of the brand and capture customer attention and imagination. A large, 32-inch LCD monitor in the center of the menu evokes a distinct vertical visual of cascading fresh fruit and product images. The new menu system is 75 percent larger and tilted toward the customer for ease of reading.

“This vertical visual is unique to the food industry," Adams says. "It is the 'wow factor' of the store's design, and communicates a fresh, healthy product."

A new interactive, touch-screen nutritional display allows users to look up nutritional facts, serving sizes, ingredients, and wellness tips. “The display is a big hit among travelers," Adams says. "It's all about creating a personal and engaging experience with the customers."

Freshëns also added an 18-item toppings bar that includes fresh fruit, granola, nuts, and cereals. Multiple toppings can be chosen for endless topping combinations for both the traditional creamy yogurt and the new "tart" flavor.

Yogurt ingredients are all natural with no artificial colors or flavors, and have live and active Probiotic cultures. Smoothie mixes, which do not contain any high fructose corn syrup, artificial colors, or artificial flavors, were recently reformulated to enhance the taste for a more intense fruit flavor. Freshëns is the only retail concept that fortifies each smoothie with 100 percent US-RDA of vitamins A, C, D, E, and 25 percent calcium in the mix.

“Research shows passengers want healthier food options that are fast, easy-to-eat on-the-go, and provide a variety of selections," says Kyle Mastin, concessions manager with Hartsfield-Jackson Atlanta International Airport. "Freshëns is on target with the international traveler in terms of offering frozen yogurt, smoothies, and snacks that are healthy alternatives."

Hartsfield Hospitality also found that passengers want healthy foods that can be consumed any time of the day. When Freshëns changed its opening hours from 10 a.m. to 7 a.m., they saw a dramatic increase in sales as travelers began eating yogurt and smoothies for breakfast. "It’s become a healthy meal replacement," Adams says. "Passengers traveling early in the morning are choosing Freshëns for breakfast, rather than a heavy breakfast, because yogurt with granola or cereal is a healthier alternative, plus it’s portable."

"Businesses must pull out all the stops to attract travelers quickly and effectively, and Freshëns is doing just that with their dramatic design and crave-able products," Adams says. "The initial response to the concept has been incredible, thanks to the new look and product expansion.” Adams anticipates converting all four of his Freshëns airport stores in the next several months.