May 2011 | Delta Air Lines and airport restaurateur OTG Management have announced a new concept at Minneapolis-St Paul Airport (MSP) that taps into two major consumer trends: a growing interest in local and healthy food and the popularity of personal digital devices such as the Apple iPad.
Local food and iPads
At its Concourse G terminal at MSP Airport, Delta will upgrade its current food and beverages offerings with 12 new local restaurants and several fresh food markets. Chefs from the ‘Twin Cities’ will work with local farmers and producers to create a sustainable, health-conscious approach to dining. Restaurants will include Custom Burger – which uses regional farm-sourced meats – a Minnesota Beer Hall serving locally produced beers and Cibo Gourmet markets that emphasize local and artisan foods.
Similar to the food ordering concept introduced by Delta and OTG at New York JFK and La Guardia airports in late 2010, passengers at MSP Airport will be able to order their food and drinks at seating areas equipped with iPads located at the gates and have their orders delivered to their seat.
Delta and OTG will also introduce the OTG Media Bar, a virtual newsstand where Delta passengers can rent an Apple iPad, loaded with the content of their choice. The devices will be available at Cibo Gourmet markets located through the terminal and customers can download publications, movies, music and apps to enjoy during their flight. Those with their own iPads will be able to download material as well. Once the passenger reaches his or her final destination, a pre-paid postage box received at time of rental is used to return the iPad. This concept of returning rented goods via the mail has been popularized in the U.S. by DVD subscription service Netflix in recent years.
The redesign of Delta’s MSP terminal will begin with a phased approach in January 2012 and follows similar upgrades to Delta’s facilities in New York as part of a USD2 billion investment to improve the overall travel experience for customers.