Valentina Ellison, a veteran of the airport restaurant industry, is transforming her extensive experience into a new venture: automated food vending. After nearly two decades in the field, Ellison co-founded Evolvending in 2024 with her sister, Irina Viveiros-Capcelea. The company operates restaurant-branded food kiosks in airports, supported by kitchens and on-site teams.
Ellison's career began with Areas USA in 2007, following her MBA from Salisbury University in Maryland. She spent 15 years with the airport concessions operator, contributing to its expansion across the United States. Her journey continued with roles at REEF Kitchens and Earl Enterprises, focusing on nontraditional restaurant locations and honing skills in business development and contract negotiations.
The idea for Evolvending was sparked by challenges Ellison observed in the industry, particularly after the pandemic. Staffing shortages and high capital investments in airport concessions highlighted the need for a flexible, innovative solution. Automated vending, although complex due to permitting hurdles, offered a promising alternative. Ellison's industry contacts confirmed a high demand for such a concept, leading her to partner with her sister, who brought a strong finance background from Fortune 100 and Fortune 500 companies.
Currently, Evolvending operates in eight airports, with plans to expand to another eight within six months. However, the path to establishing these kiosks is not without obstacles. One significant challenge is navigating the approval process with health agencies, as the technology is still new to them. Despite using familiar kitchen technologies, the permitting process differs, necessitating a deep understanding of food operations and permits. To address this, Evolvending employs an experienced team to manage operations and maintain commissary kitchens at each location.
While automated kiosks require less staffing than traditional quick-service restaurants, human involvement remains essential. Food is prepared by staff and stocked in the kiosks, ensuring quality and freshness. The operational approach varies by location, tailored to meet local needs.
Deciding on suitable locations and brands involves several considerations. Ellison evaluates the availability of food options at airports, identifying potential food deserts or gaps in culinary categories. For instance, introducing California Pizza Kitchen at Dallas Love Field filled a void in the food court. Price points and operating hours are also critical factors, especially in smaller regional airports where concessions may close early despite late flights.
Traveler response to the kiosks has been mixed. Younger travelers are generally receptive, viewing the machines as innovative. However, some passengers, while intrigued, may not immediately make a purchase. This insight has led Evolvending to adjust its strategies, targeting terminals and traveler groups more likely to engage with the technology. Collaborations with recognizable brands like TGI Fridays, White Castle, and Garbanzo help attract customers, with offerings tailored to specific terminals.
As Evolvending continues to grow, managing expansion remains a priority. With 12 additional locations in the pipeline, the company is pacing its growth to maintain quality and operational efficiency. Ellison remains committed to solving challenges within the airport environment, driven by her passion for the industry.
Ellison will share her insights at the upcoming Automated Retail and Kiosk Innovation Show, scheduled for December 14-16 in Miami Beach, Florida. She will participate in a panel discussion titled "Making Automated Retail & Kiosks Fit: Integrating Across Venues" on December 15, offering a glimpse into the future of self-service retail. Audra Mazzeo of White Castle will also be featured at the event.
