Areas takes over the mega-management of restaurants on one of the main US highways

Areas consolidates its international strength. The leading operator in Food & Beverage and Travel Retail has been the winner of the competition to manage the Beckley, Bluestone and Morton service areas on the West Virginia Highway, on the East Coast of the United States. It is one of the main roads in the United States with an annual traffic of 37 million vehicles.

The company will manage the establishments from February 2023 and for a period of 15 years. An initial investment of 15 million dollars is planned to remodel the spaces. The three areas will have a state-of-the-art design.

The goal is to house six restaurants, with prestigious brands such as Starbucks, Wendy’s, Popeye’s and Firehouse Subs, in addition to three convenience stores that will operate under the Mountain State Market brand, developed by Areas’ own design team for this contest.

Also, the company intends to employ 132 people, all residents in this area, and expects to generate some 272 million dollars in billing during the management period of these service areas.

It expects to generate us 272 million dollars in billing with the contract

The Areas proposal has obtained the highest scores in all the required selection criteria, standing out for its solid commitment to technology, and for its commitment to local associations and entities, promoting programs linked to crafts, education and local art. Innovation in sales formats, a strong commitment to new technological solutions and the customer service proposal were other decisive factors for Areas to have won the contest.

“Winning the West Virginia Service Areas bid is quite a milestone for Areas. In little more than a decade we have established ourselves as a benchmark player in the United States, the largest roadside restaurant market in the world. We are now the main roadside restaurant operator in the United States, managing the highway establishments with the highest volume of traffic in the entire country, and one of the consolidated leaders in the airport market”, he explained. Oscar Vela, Global CEO of Areas.

After two very tough years marked by the pandemic, the company wants to grow. 80% of its turnover already comes from
outside of Spain
and intend to take advantage of all the opportunities that arise to win new contests on highways, airports and train stations, both in the United States and in Latin America and Europe.

Its presence in the United States dates back to 2006 and it currently manages a total of 136 points of sale in 9 airports and 10 service areas. The company points to the US market as a strategic country for its future growth and international expansion. It currently represents 14% of Areas’ global turnover, being the third largest market after France and Iberia (Spain and Portugal).

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