Merchandise Plan:

Denver International Airport


The Denver International Airport (DEN) commissioned BBC to conduct research related to its concessions program and develop a merchandise guidance plan to inform various concessions-related decisions that the airport makes.


BBC’s research and analysis included insights from various DEN stakeholders including DEN passengers; airline representatives; concessionaires; concessions program administrators; and representatives from peer airports. BBC engaged those stakeholders through different research tasks including focus groups, analyses of peer airports, a S.W.O.T. analysis, traffic volume forecasts, and onsite intercept surveys with more than 4,000 passengers.

Focus Groups

In-depth Interviews

Market Analysis

Statistical Modeling

Survey Research


Concessions Decisions: DEN has used BBC’s research to ensure that stakeholder and passenger insights are reflected in concessions-related decisions. DEN continually uses study information to make decisions about new concepts, improving existing concepts, and how to best meet passenger needs.


Continuous Improvement: Since completing the merchandise guidance plan, BBC has conducted several follow-on projects for DEN related to various areas of the airport’s concessions program including concept selection, improving customer service, and assessing concession performance.

Practice Area Leaders

Sameer Bawa, Ph.D.

303.321.2547 x247
sb[email protected]

Kevin Williams

Managing Director
303.321.2547 x231
[email protected]