Jones the Grocer launches first UK outlet at Heathrow Airport with TRG Concessions

UK. TRG Concessions has opened artisan café, bakery, patisserie and cheesemonger Jones the Grocer in Heathrow Airport Terminal 2. It marks the concept’s UK debut.

TRG Concessions has opened two outlets in T2, Jones the Grocer and Jones the Express, spanning over 5,900sq ft with 222 covers. It is the largest site of its kind within an airport setting in the UK.

Jones the Grocer offers an elevated dining experience for travellers at Heathrow, offering a range of modern, globally influenced dishes which include live grill, pizza, pasta, charcuterie, cheese and wine bar.

Highlights include the pan-fried seabass and chili yuzu ponzu soba noodles, the Ultimate Mr Jones burger and the Best of British cheeseboard.

The restaurant is designed to mimic a contemporary open-air space with Mediterranean influences. An olive tree is a central design element, as is a vine-covered faux courtyard decorated with fairy lights. A vibrant neon-lit J motif illuminates the dining spaces below, reminiscent of the Jones the Grocer logo.

Elsewhere, binoculars decorate tables so families can enjoy the dining experience while looking at the different sights in T2. The concept also offers Jones the Grocer merchandise from tote bags and coffee cups to chocolates.

A mural commissioned from a local artist highlights the travel theming of the restaurant, which also offers Jones the Grocer’s own brand of wine.

Jones the Grocer Express is a convenient ‘grab and go’ concept designed for travellers with limited time. The express counter offers an array of freshly made pastries, deli-style sandwiches, toasties, wraps, soups and salads. It also offers Jones the Grocer’s Melbourne-style roast coffees, alongside smoothies, leaf teas and other hot and cold beverages.

The opening reaffirms TRG Concessions’ commitment to identifying innovative and emerging food concepts and bringing them to life in the airport environment.

Jones the Grocer is now present in six countries globally.

TRG Concessions CEO Jon Knight commented: “We are thrilled to introduce Jones the Grocer to Heathrow Terminal 2, offering passengers a unique and diverse dining experience in the world of artisan food. Jones the Grocer is a truly great brand that caters to all palates, making it the perfect addition to our portfolio. The belief in gourmet food for everyday living is evident across the whole restaurant, and we can’t wait to share this philosophy with our customers.​​​​”

Heathrow Head of Category Steph Pears added: “As the UK’s hub airport, Heathrow is delighted to be the home of the first Jones the Grocer location in the UK and share its artisanal offering with passengers from all over the world.

“Whether they have time to spare or need to grab something on-the-go, passengers travelling through Terminal 2 will have the opportunity to enjoy fresh, gourmet food before embarking on their journeys as part of a world-first airport dining experience.”

“This successful collaboration with TRG Concessions is a significant milestone as we expand into the UK,” added Jones the Grocer CEO Yunib Siddiqui. “Together with TRG, we are committed to redefining airport dining. This beautifully designed location and its exceptional dining experience is certain to set a new benchmark for travel retail anywhere.”

The Moodie Davitt Report Brands Director Hannah Tan sat down with TRG Concessions Marketing Executive Harriet Ritson to discuss the opening, its ongoing innovation drive and how F&B is evolving in the airport environment.

Congratulations on the opening of Jones the Grocer at Heathrow. What has the response been like?

Harriet Ritson: We opened two weeks ago and the response has been very good. All our conversations with Heathrow have been very positive and the passengers seem to love it.

We’re proud to be the first to bring Jones the Grocer to the UK, which is a huge thing for us as a company. We are committed to being innovative with our owned brands and with our franchise partners.

This was two years in the making. The collaborative nature of working with franchises is something we’re very adept with at TRG Concessions. We know the British market so well and are the ideal partners for international franchises to launch in UK airports.

We’ve worked with many different franchise partners before but with Jones the Grocer being based in Dubai, there was a learning curve into how we adapted things like supply chain and ingredients. It has been a great partnership so far and hopefully one we’ll be able to continue.

What does Jones the Grocer add to the F&B offer in Heathrow Terminal 2?

We used to operate a Giraffe Wonder Tree concept in this very space, so when we won the tender again we wanted to push the limits and try something different. There is a different mixture of flights in this terminal from long haul to short haul, which is why we wanted to have the full-service Jones the Grocer restaurant concept and the express concept in one space – to cater to different traveller needs.

Jones the Grocer adds diversity to the F&B offer at T2. It gives travellers a lighter dining option without shouting about being lighter. The site-made sandwiches are great and give travellers a healthier option. It has a world-food-inspired menu, which is a natural fit for the airport and the ambition in terms of space and design invites travellers to slow down, enjoy a meal and stay a while.

How do you think F&B is evolving in travel retail?

The F&B space in travel retail is a very exciting space to be in now. We’re seeing a lot more opportunities in F&B and a lot more variation in those opportunities. Our Commercial Director Kirsten [Pottinger] was just at the FAB Awards 2024 in Ontario, which highlighted how the category is evolving. The event showcased a lot of innovation and freshness in terms of concepts and ideas. I believe that is something that airports are keen on whether it’s a new-to-market concept or a known brand that has been refreshed for the airport environment.

How does TRG Concessions go about finding the right brands to partner with?

If we’re going to franchise a concept, it’s something that we’re learning to do or something that diversifies our portfolio. For example, coffee and bread is such a massive category in this space so if we do something in that space, we must be a big hitter.

Can you give us some insights into TRG Concessions recovery in the channel?

We’ve come out of COVID very well. Some units have had to close but everything reopened within six months. We are now growing and always looking for new units and tendering. Last year was an incredibly strong year and we have exceeded expectations in all ways, with COVID just a distant memory for us.

How is TRG Concessions driving innovation in the F&B space?

We’re working closely with our airport partners to see what they are looking for. Airports-first concepts are a big focus and so that’s something we’re trying to deliver whether with our franchises or owned brands. We’re very good at being out and about in the industry to understand where we may have gaps that we need to fill so we can better cater to the diverse needs of travellers.

In your view, what’s the next big thing in airport F&B?

Concessions follow high street trends and so I think all-day brunch concepts will be huge. Brunch, which Jones the Grocer does well, will become hugely important in an airport environment. All the research we’ve seen shows that people want experience especially as money gets tighter. They want quality but also a show with it, some fun. Lighter, fruitier cocktails and drinks, healthy Instagrammable foods that give passengers that sharable moment and beautiful spaces that make travellers want to stay a while. ✈