Denver-based Mission Yogurt is on an expansion path that will more than double its concept footprint this year.
The ACDBE-certified company is expanding to nearly 30 food, beverage and retail concepts across three international airports. Mission Yogurt’s current footprint encompasses 14 restaurants – 11 at Denver International Airport (DEN), two at San Diego International Airport (SAN) and a Denver-metro Mexican restaurant, Que Bueno Suerte.
Mission Yogurt Founder Rod Tafoya calls it a “snap-back effect” after the global pandemic that ravaged businesses in 2020 and 2021.
“There was a sudden resurgence of demand,” he says. “Thanks to Denver International Airport’s foresight, these opportunities were bid during Covid, at a time when people were not in the office but they were ready to start production and construction and design immediately when the restrictions lifted.”
In fact, the lion’s share of Mission Yogurt’s expansion is taking place in its home airport of DEN, where the company will open locations in a marketplace style, which Tafoya says are “a comglomeration of different concepts…, all local concepts that are native to the Colorado area and fulfill the sense of place goals for the airport.”
In Concourse A, West Marketplace, Mission Yogurt will operate Maria Empanada; Uncle, which will serve steamed buns, ramen and bowls; and the Bindary, with artisanal offerings from local farmers and purveyors. Four concepts are in the Concourse A, Center West Marketplace, including Williams & Graham, which Mission Yogurt calls “the world’s first airport speakeasy;” Tocabe, an American Indian eatery; The Bagel Deli & Restaurant; and D Bar, a grab-and-go concept offering desserts and global cuisine. Finally, the Concourse C, East Marketplace includes ChoLon Mondern Asian restaurant, a specialty grocery concept called Marczyc Fine Foods; and Teatulia Tea & Coffee Bar.
In addition at DEN, Mission Yogurt will open three retail locations – Black Canyon Market & Goods, Longs Peak Market & Goods, and High Dune Market & Goods – in partnership with Love From USA, Inc.
Mission Yogurt also operates concessions at San Diego International Airport (SAN), and its footprint there will expand this year with the addition of Dark Horse Coffee Roasters in Terminal 1.
Finally, buildout is underway for two restaurants at John Wayne Airport (SNA). In Terminal A, Mission Yogurt will open TAPS Fish House & Brewery and in Terminal C the company will open Greenleaf Kitchen & Cocktails.
The rapid ramp-up of business post-pandemic is putting strains on Mission Yogurt as it faces a tightened labor pool, inflation and higher build-out prices. “What are you going to do?” asks Tafoya. “Everybody knows there’s an inflation problem, but it’s something we have to roll with and deal with. We all know that we’re doing this for the traveling public and their interests. People are going to be traveling, and there has to be somebody there to meet the demand and fulfill the needs.
“Our biggest issue is labor,” Tafoya continues. “The city [of Denver] increased the minimum wage to $17 and hour and, of course, that then escalated to near $20 an hour, in order to for us to be competitive with everybody else in the city. “We all know the hardest part about working to the airport is just getting there. So, uh, in order to incent them to do that, we have higher wages, but also we instituted a travel allowance, which aims to compensate people for the time that it takes for employees to get to the airport.”
Undaunted by the challenges, Tafoya is eager to open the concepts currently in the works, and he also has his eyes on new opportunities. “Anything that’s within three hours travel time from Denver is something we’re interested in,” he says. “We pride ourselves on being a service-oriented company. We’ll look at any opportunity where there’s a need to serve the traveling public.”
