Check this out. The older part of Terminal E in Houston (George Bush Int.) had these bland wide walkways so they put this bar and food area in to give it a bit more pop (and to make more money, of course). As airport bars go, this one is damn cool (pictures are from 7am so that's why it's not busy). I'll bet the vendor paid for it all too. In architectural interior design, a great way to make a space more cozy is with ceiling suspended decorations or baffles. If people were sitting with thirty feet of nothing but dull white space above them, it wouldn't be as inviting. Next time I'm there I'll grab some shots from the new part.
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Oh boy I have a screed on this. Thats an OTG operated terminal - they're a major airport hospitality operator. They tend to put in some fairly dramatic things to the terminals at the airports they operate. They started out tied-up with United, so you also see their properties in DEN, IAH, ORD and especially Terminal C at EWR, but they also have substantial operations at JFK/LGA, PHL, DCA and MSP. The easy way to ID a OTG operated concession used to be the iPad / card swipe at every seat, which they've finally given up on. The last year they were in place they did nothing except display a QR code - you have to order via device, even for the takeout places... anyways.
There's two catches for the fancy mid-concouse designs though - notice what's in this photo from when the Terminal was new that isn't in the next. Same gates, just photographed from different ends - the moving walkways are now gone. Those OTG resturant foot prints aren't an accident - a significant portion of them replaced moving walkways, using the mechanical wells for services that support the kitchens and everything else. Higher and better use of space? For revenue definitely, but for someone trying to get to their connection, the majority of flyers at a hub like IAH? Probably not.
The other catch is the literal price you have to pay - its part of the "premiumification" of air travel. Lounges, restaurants... it's all going higher end. Look at what they're
not putting into the spaces they control - traditional fast food vendors, dunkins, etc and other traditionally affordable options. The food court with the Wendy's? Notably a space they
don't control. OTG firmly believes in the ability to make money from the captive market that is an airport.
Sticking with IAH terminal E, Custom Burger is their quick serve burger concept, where it's $14.49 for a cheeseburger without drink or side. The Wendy's is $12 for a combo meal. At Q, the restaurant you showed, a burger and fries is $23, and a side of baked beans is $10. Their pricing runs true across all of the airport terminals operated by OTG -
Infamously, a single beer at EWR cost (in 2021) $27, prompting a PANYNJ audit - they have a "street pricing" policy, but you know, just pick the 5th avenue hotels as your peers. The average consumer, not the billion dollar corporation, is fooring the bill for that design - its "disneyfied" just so you don't feel that bad about spending $50 for a burger and a drink. Admittedly, their food is generally genuinely somewhat better than the majority of airport crap. But none of it is really local - Its all invented in a NYC conference room. I'd rather have some local chains, even if they forgo the dramatic design.