SAUDI ARABIA. Viennese café and pastry shop brand Aïda is to open its debut overseas airport venue at Jeddah’s King Abdulaziz International Airport under a franchise agreement with travel restaurateur SSP.
Launching later this year, the airside store will cover about 300sq m and offer seating for approximately 150 guests.
It will be the second location for Aïda outside Austria, with the 111-year-old brand, as reported, due to open at Munich Airport in partnership with Allresto in the next few weeks.
Aïda – which has 29 cafés in the city of Vienna – currently operates five franchise stores in partnership with Lagardère Travel Retail in its home country, including two at Vienna International Airport.
Discussing the new location with The Moodie Davitt Report, Aïda Executive Director Dominik Prousek said: “I am thrilled to be one step closer to realising my dream of transforming the classic Viennese coffee house concept into a modern quick-service format, allowing us to share Viennese coffee specialties and our incredible cakes with the world, this time in Saudi Arabia.
“How delighted my great-grandfather and Aïda Founder Josef Prousek would be to see his cake creations being enjoyed worldwide. This brings me immense joy.”
Prousek noted that the word Aïda means ‘returning’ or ‘visitor’ in Arabic. “I think that’s very nice for the airport in Jeddah,” he remarked.
He said the SSP-operated Aïda café at King Abdulaziz Airport will occupy a premium location in the domestic departures area and offer a large selection from Aïda’s well-known sweet and savoury portfolio. In addition to the seating area, there will also be a to-go offer.
Prousek added: “The offer will include full-size cakes available as gifts, which will be highly appealing to the large numbers of Saudi people travelling around the Kingdom to see friends and family. This is made possible because Aïda has been using Halal-certified gelatine for many years.”
On the collaboration with SSP, he commented: “The Aïda branch in Jeddah will be operated under franchise by SSP. With the company’s travel F&B portfolio spread across around 40 countries and more than 2,000 restaurants, it makes them an exceptionally strong partner.
“We have great faith in SSP and its ability to make the café a huge success in line with our values, traditions and attention to detail.”
Prousek added: “Our vision at Aïda is to be the new innovative symbol of Viennese coffee house culture. We aim to combine the classic tradition of Viennese patisserie with the elegance and demands of the modern world.
“Every guest – whether local or from afar – should experience the unique pleasure of an innovative Austrian coffee house visit. We are so excited to bring this experience to Saudi Arabia with SSP.”
Read the back story to Aïda’s rise to fame in Austria in our special FAB eZine report, which also covers our visit to Vienna for an immersive brand experience in the company of Prousek here. 
Note: The Moodie Davitt Report publishes the FAB Newsletter, which features highlights of openings, events and campaigns from around the world of airport and travel dining.
Please email Kristyn@MoodieDavittReport.com to subscribe.
