Areas USA is on a mission to dispel the notion that airport food is substandard. We can’t erase that perception for the entire industry, but a culinary richness is permeating the Areas system and gaining notice by traveling foodies. It won’t happen overnight, but instilling this mindset to elevate the guest experience will ultimately inspire a refreshed assessment of airport food at Areas locations.
“We are experiencing great comments on food quality and our standard of cocktails. Guests have said, “This is not like being in an airport,” says Steve Byrne, Vice President of Concepts and Standards who insists that passenger perceptions are slowly changing. “At The Cook and The Ox, we are seeing more and more frequent guests and even a small number who regularly eat there when arriving home in the evening.”
Leading the charge are not just great chefs in our company but notably, Areas executives whose corporate roles interlock with their origins in and around the culinary world. Their business acumen contributes to business growth and their gastronomic foundations give shape to an all-around upgraded experience.
As the son of the first American Master Chef, Richard Schneider, Chief Development Officer, was born in an epicurean milieu and then nurtured by his family’s restaurant business. At the young age of five, he was drawn in and plied every job big and small. The experience would become the catalyst for his decades-long devotion to the hospitality industry. “I have loved this industry ever since I started as a young kid and never wanted to leave it,” says Richard. “I have developed brands and concepts working with world-class chefs across the country so culinary is second nature to me.”
Food connoisseur, operations maven, and concept developer, Richard’s career has spanned the gamut in hospitality. He credits his involvement with industry organizations such as the National Restaurant Association and Ment’or BKB for being instrumental in his growth and development throughout the years. Richard is currently Treasurer of NRA and next year will become its Vice Chair.
Steve Byrne has two Culinary Degrees from Hounslow Borough College and was once an Executive Chef. As he relentlessly pushes food quality and standards to ever higher levels his background and expertise naturally come into play. “I have spent much of my career focusing on food quality and preparation. At Areas we have a responsibility to our guests to provide value for every penny spent; fresh and innovative food well prepared is our basic standard.”
When Sal Mendola, Director of Brands and Concepts trolls the foodie boulevards of any city, he relies on his epicurean senses to identify the best cuisine in town. Then his culinary artistry kicks in as he designs a concept package that captures the authentic local flavors that are a true reflection of the city.
“Our goal is to open a window into the local community and showcase what makes it special,” says Sal. “Every region has a story to tell, and we work diligently to make sure it’s told properly and with the integrity it deserves. When we create a food and beverage program that is harmonic, it results in an unforgettable dining experience for travelers and a program locals can be proud of.”
Sal holds an Associate Degree in Culinary Arts from Johnson & Wales and a Chef de Cuisine credential from the American Culinary Federation.
For decades Tom Keon, Director of Business Development, has shown his appreciation for high-quality and expertly prepared food through his work. He still has an ownership position in Ridgewells Catering where he was President for over 20 years and notes the company prides itself in being on the cutting edge of culinary trends. Ridgewells caters events for prominent organizations in major cities around the country. Tom’s enthusiastic gourmet pursuits fit perfectly with his main task of growing the business. “I began in foodservice at the age of 15 working at Friendly’s Ice Cream as a dishwasher. I’ve held every position, including night chef, in the restaurant business. Fifty years later it remains a passion of mine and I am constantly on the lookout for what’s next and fabulous in our industry.
Stirring Up a Culinary Spirit Behind the Scenes
Behind the scenes advancing our mission are two highly qualified food experts who have been toiling away offstage to support our objectives.
Culinary Specialists Natasha Rincon and Pablo Mendez are tasked with ensuring all aspects of food quality are of the highest standards, an assignment seamlessly aligned with their expertise.
Natasha is a trained chef of 20 years, owned her own catering business, and worked in food sales and procurement for several years so she has a profound grasp on how to execute hospitality excellence from start to finish.
Natasha develops menus and recipes; trains staff on how to run a successful kitchen; stays on top of guest satisfaction; upholds Areas’ quality standards on food and service, and helps to keep food costs in line. She is also laser-focused on understanding the customer. “I look at everything from the guest’s point of view; from the entrance, how the place smells, what the menus look like, where they sit, how the server approaches them, how the food is plated,” says Natasha. Addressing these issues will provide a clearer pathway toward satisfying customers at any given location.
When he was just five years old, Pablo Mendez became fascinated with the choreography of making dinner. He would follow his grandmother around her kitchen in Mexico and insist on taking part in her meticulous preparations, where even cutting a tomato was an art form. From those moments he knew his future would involve creating delicious food and feeling as much joy in presenting it as the people consuming it.
Pablo began his hospitality career in vocational school where he spent two years studying Culinary Arts. He then went on to Johnson & Wales University where he obtained his Associate’s Degree in Culinary Arts, a Bachelor’s in Food Service Management, and ultimately a Master’s in Business Administration with a concentration in Hospitality.
Like Natasha, Pablo’s role is multifaceted. He is involved with maintaining direct relationships with national and local brands; ensuring menus are exact and recipes are crafted correctly; training cooks and operations on precise execution; and working closely with the marketing and purchasing teams. ”We have our hands in a lot of things here at Areas,” says Pablo. “In the end, it’s all to offer the guests memorable experiences. When people dine with us we want them to say, ‘Wait we’re in the airport and this is really great food.’”
Changing perceptions takes time but Areas’ vision and culinary objectives are intact and having impact. “Our leadership is trying to move us away from being an airport concessionaire company to a culinary hospitality group and I think that is amazing,” says Pablo. “We are improving what we do every day; we live it and breathe it and that will always be our goal.”
