Wow Bao has launched a new location inside the Salt Lake City International Airport. With this opening, the omnichannel fast-casual Asian concept enters its westernmost storefront thus far.
The restaurant, situated on Concourse A East, is Wow Bao’s seventh U.S. airport location, joining others in Boston, North Carolina, Chicago, Cleveland and two in Washington.
Last year, the Salt Lake City Department of Airports announced a request for proposals for F&B and other retailers as part of a $4.1 billion upgrade to the airport—wanting to bring in a mix of local, regional and national brands while keeping a high priority on reasonable pricing.
“This location is a significant opportunity for Wow Bao to further expand our brand presence across the country,” said Geoff Alexander, president and CEO of Wow Bao. “Our airport stores are a key channel that amplifies Wow Bao and demonstrates our commitment to serving quality, fast-casual Asian street food to a broader audience that expects the unique flavors and on-the-go convenience Wow Bao is known for.”
The move also marks Wow Bao’s second partnership with an Airport Concession Disadvantaged Business Enterprise (ACDBE)— “reinforcing the brand’s commitment as an active member of the Airport Minority Advisory Council,” according to the company.
Salt Lake City Airport is known for its award-winning concession program. In 2022 the airport received the Richard A. Griesbach Award for Excellence in Airport Concessions. The award takes into consideration an airport’s food service, retail and consumer services in terms of overall quality, brands, sales and build-outs.
“We are proud of this relationship with the Wow Bao team and look forward to working together to deliver Wow Bao exciting menu to the travelers”, said Milan Patel, president & CEO of OHM Concession Group.
Known for its popular steamed buns, noodles bowls, and more, Wow Bao has continued to branch into new areas and formats since its fruition in 2003. Today, the fast-casual is in nearly 700 virtual restaurants across the U.S. as well as in grocery stores, airports, universities, hotels e-commerce sites, and hot vending machines.