Case study

John F. Kennedy International Airport

Terminal 4 Retail Concession Programme Review and Passenger Insight

Commercial Concessions

John F. Kennedy International Airport (JFKIAT), New York
Terminal 4 Retail Concession Programme Review and Passenger Insight

daa International was commissioned to conduct a review of the Retail Concession Programme and to deliver passenger insights that would enhance of the offering.


• Conduct a peer review of the new concession programme
• Develop passenger retail, food and beverage insight and analysis
• Establish and implement a structure for continued data gathering, trending and implementation


We began the process with an intensive survey of passengers, including face to face interviews, to determine their habits, interests, needs, wants and expectations. We conducted a stakeholder engagement plan, consisting of workshops and further surveys to deduce what the retailers’ hopes for the programme were. Alongside this work, we reviewed the current and proposed retail mix and worked with senior management to identify gaps and areas for opportunity. This resulted in a series of recommendations which were then incorporated into the Retail Concession Programme. Central to the project, was the delivery of effective data capture procedures; we devised a dedicated concessions and operational data gathering structure for Terminal 4. This system constantly generates and monitors data so that continuous improvements in operations can be achieved.


A new retail, food and beverage offering that is designed around customer expectations and compares with downtown New York City standards in terms of variety, quality and price. The terminal is now organised to generate a customer information and data bank that forecasts trends and ensures continuous improvements.

In 2015, JFKIAT secured the Richard A. Griesbach Award of Excellence for its continuing commitment to providing an unmatched concessions and retail programme in Terminal 4.

"We found daa International to be an excellent partner to do business with. They truly understood our requirements and how they could best deliver for us. Their global experience as airport operators and the knowledge of their expert personnel added real value to our business." Edward Midgley, Director of Retail, Food and Beverage, JFK Terminal 4