ACROSS | The European Retail Real Estate Magazine

Factory Outlets

HMSHost International Enters the Outlet Center Segment

Image: HMSHost International

HMSHost International, the world leader in food and beverage services for travelers, opened six new food & beverage outlets at McArthurGlen Designer Outlet Roermond in April. It signed a 10-year contract with an estimated valueof over €100 million.

This move to outlet centers is HMSHost’s next strategic step beyond its operations at airports and railway stations.

At 46,700 sq m, Designer Outlet Roermond is the biggest outlet in Northern Europe and the most successful designer outlet center in the Netherlands thanks to visitors from the surrounding countries Germany and Belgium.

After opening its first Starbucks store in February, HMSHost opened a second Starbucks store and five other food and beverage concepts at Designer Outlet Roermond a few months later. The Starbucks stores offer guests the opportunity to enjoy a premium espresso drink during a busy day of shopping in a unique environment.

The bakery Kamps Backstube doesn’t serve only delicious freshly-baked goods like traditional German pretzel products, but also a wide range of freshly prepared cold and hot snack choices.

The third concept is Burger Federation, a proprietary HMSHost concept. It responds to customers’ growing demand for high-quality meat and serves both locally and internationally inspired burgers made from local and sustainable ingredients.

Guests will also be welcomed at Doner Kebab & Pommes Frites, Entré Bakery Café, and Sausage Company.

For customers before, during, and after their shopping experience

During summer a seventh concept is added: German Kitchen by Käfer. This German food and beverage concept offers a varied selection of fresh grilled sausages from Bavaria and other typical German specialties as bread, wine, beer, soup, and sandwiches. Käfer was founded in 1930 in Munich and serves over 220,000 guests worldwide.

Walter Seib, CEO of HMSHost International, commented (see next interview): “We are proud of our close partnership with McArthurGlen. With the renewed Designer Outlet Roermond, the wide offer of food and beverage concepts, and the first results, the future looks very promising. Together with our brand partners, we create places where people want to be, before, during, and after their shopping experience.”


About HMSHost

HMSHost is a world leader in creating shopping and dining experiences for travel venues and is part of the Autogrill Group, the world’s leading provider of food & beverage and retail services for people on the move.
Through its HMSHost International division, the company has F&B operations in more than 40 airports across Europe, the Middle East, Asia, and the Pacific with international brands and proprietary concepts. Besides HMSHost operates hospitality locations at train stations and shopping centers.

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