SSP Point of Sale for SOHO Coffee Co Airport Franchises Design

Background:

SSP is the leading dedicated operator of food and beverage brands in travel locations and is the franchise partner for the airport-based outlets of SOHO Coffee Co. In the UK there are SOHO Coffee Co. outlets airside at Birmingham, East Midlands and Manchester Airports and both airside and landside at Bristol Airport. Internationally, Dublin, Las Palmas and Malaga have SOHO Coffee Co. stores.

Objectives: 

To produce bespoke point of sale collateral within SOHO Coffee Co. brand, in order to communicate the ‘take on board’ proposition and drive footfall and sales. This element of the SOHO offering is unique to their airport outlets, offering airline passengers a great alternative to the in-flight catering options.

Actions:

On the several occasions where we have produced this collateral, the messaging mix has needed to be directional, informational and promotional; subject to its positioning.  Taking the brief from both SSP as the operating partner and SOHO Coffee Co. themselves, apt mapped out the main points of the customer journey and identified the appropriate messaging for each.  apt then designed the appropriate creative to underpin the brand and to achieve the right balance in communicating both the airport regulations for taking food on board and the price point promotion.

Results:

Two suites of collateral have been produced over two years; the first being the ‘take on board’ concept and latterly, replacing that with the ‘Flying Club’ that works under SOHO’s overarching CLUB SOHO promotional and loyalty umbrella.  The collateral produced includes directional pull up banners, a-board signage, shelf talkers, chiller toppers and wobblers; supported by web pages accessible directly via strategically-placed QR codes.