USA. Food & beverage operator and travel retailer Areas has won a major tender to operate the Beckley, Bluestone and Morton travel plazas on the West Virginia highway on the East Coast. The agreement is estimated to be worth US$272 million over the 15-year contract term and commences in February 2023.
Areas will make an initial investment of US$15 million to remodel existing spaces at the locations. The company said the three travel plazas will feature state-of-the-art design and house six restaurants, with large US F&B brands represented including Starbucks, Wendy’s, Popeye’s and Firehouse Subs.
On the retail side, each plaza – which will see Areas employ hundreds of local residents – will have a convenience store under the Mountain State Market brand, a concept developed by the Areas design team in preparation for the tender.
Areas noted that its proposal obtained the highest scores in all the required selection criteria for the tender. These included standing out for a commitment to local associations and entities, promoting programmes 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 in Areas’ successful tender, the company added.
Areas CEO Oscar Vela said: “Winning the bid for the travel plazas in West Virginia is a true milestone for Areas. In just over a decade, we have become a benchmark in the United States, the largest highway plaza market in the world. We are now the main operator on highways in the United States, and here we now have operations on three of the largest highways in traffic volume.
“After two very difficult years marked by the pandemic, we are really excited about growing even more. We will take advantage of all the opportunities to win new bids for highways, airports, and train stations, both in the United States as well as in Latin America and Europe.”
Areas USA CEO Carlos Bernal said: “We are thrilled to be a part of the West Virginia community and look forward to showcasing the magnificence of the Mountain State. Guests will encounter an exceptional experience rich in local heritage at all three travel plazas.
“From outdoor spaces featuring farmers’ markets, craft shows, and pop-up local attractions to celebrated national brands and local concepts. These plazas are destinations for refuelling but also for recharging, relaxing, and preparing for the journey ahead.”
Areas has been present in the US since 2006 and currently manages 136 points of sale in nine airports and ten travel plazas.
The company pointed to the US as a strategic market for growth and international expansion. The US currently represents 14% of Areas’ global turnover, making it the third most lucrative market after France and Iberia (Spain and Portugal).
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