쉐도잉 연습: Why Airport Food Is So Expensive - 영상으로 영어 말하기 배우기
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Take a look at these chocolate bars.
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They're identical, except one costs 120 % more.
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Because this was bought at the airport.
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You probably know you're paying a premium, but have you ever realized just how much more?
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This burger from Chili's is marked up 46 % from its street price.
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There are so many airports across the US where the management isn't answerable to the broader public.
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But the problem isn't just that passengers are a captive audience.
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It's a lack of competition.
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Like, look at this food court.
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All six of these businesses are operated by the same multi -billion dollar company.
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high?
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And why are some airports raising them even more?
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- Oh, yeah.
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To understand how we got five Starbucks in a single terminal, we need to go back to the early 20th century, when airports looked more like train stations.
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People complained about airports being overcrowded, dirty, dingy kind of places.
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The glamour came once you got on the airplane.
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See how neatly everything is arranged on the tray?
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But for the air travel industry to grow, airports needed to improve.
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money from passengers.
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They were making money any way they could.
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Observation decks, oil wells, swimming pools, tennis courts.
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Some of them began to charge for parking, which became a big moneymaker eventually.
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There might be a newsstand there.
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Airports tried things like pay toilets.
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And every nickel counts, I guess.
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By the mid -20th century, airports opened restaurants to attract not only passengers, but also those wanting a night out.
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These were very nice restaurants.
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In my hometown, you would go for an anniversary.
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People would go there for prom.
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This postcard described Janet's hometown airport as the Midwest's most distinctive dining and cocktail lounge.
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And in the 1960s, some new terminals were architectural marvels.
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designed to bring people to the airport, maybe inspire them to fly but also to generate revenue.
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Of course, airports are always looking for ways to make more money.
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This was the golden age of flying.
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But compared to today, not that many people traveled by plane.
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Because tickets were expensive, it was mostly the wealthy and businessmen that flew.
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And those who did fly weren't spending much time in airports anyways.
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But that changed in 1978.
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Congress deregulated the industry, allowing airlines to decide their own rates and routes.
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Soon after, ticket prices fell.
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Deregulation led to literally a frenzy of fare wars.
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Well, you get what you pay for.
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You went from getting gourmet meals to getting the bag of pretzels, peanuts and a soda pop.
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No more free cigarettes.
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Their world was gone because as they lowered fares, the service on the airplanes also, as they would put it, deteriorated.
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The number of people flying in the U .S each year nearly doubled over the next decade, thanks to cheaper tickets and bigger planes.
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I could afford to fly and if you know about graduate students, they can't afford much of anything.
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In the 1980s, an increase in connecting flights meant passengers waited longer in the terminal.
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This big rush in there overwhelmed airports.
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They could shop at a newsstand or eat at a few quick service restaurants.
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But it wasn't a great experience.
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Even back then, passengers complained about 50 to 100 percent markups.
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The airport and the airlines began thinking, "Well, we need to do something to keep passengers happy waiting for their connection.
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The solution?
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Malls.
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The Pittsburgh airport opens in the early 1990s and it catches on immediately.
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With more than 100 shops and restaurants, Pittsburgh's airport was the first in the U .S to transform the terminal into a mall.
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It not only makes passengers a lot happier,
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but it's a great revenue source because every one of those shops are going to pay a rental fee to the airport.
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In fact, the airport's revenue soared 75 % within six years, according to one report.
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And the airport achieved that without price hikes.
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It used a model called street pricing.
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Basically, what you buy inside the airport should cost the same as outside.
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The county commissioner even said we're the first airport not to gouge people.
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The air mall concept was a great one to make a lot more money.
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of millions of dollars into renovations, hoping to emulate Pittsburgh's success.
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And in response to passenger complaints, other airports also followed the street pricing model.
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But if airports had this policy back in the 90s and early 2000s, why does this chocolate bar cost more than double what you'd pay outside?
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Nowadays most US airports use something they call Street Pricing Plus.
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That is, a product's street price plus an additional 10 to 15 percent.
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The authority that controls the airport sets this price cap.
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15 percent, a fair and reasonable adjustment for our concession heirs.
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Businesses aren't supposed to go over this additional percentage.
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And in most cases, the airport audits prices a few times a year.
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Under this model, prices should only be a little bit higher.
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But how an airport determines street price can be a bit confusing.
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That $14 chocolate bar is from LaGuardia in New York City, which is run by the Port Authority of New York and New Jersey.
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It requires businesses to set prices based on the average of comparable items sold outside the airport, plus an additional 15 percent.
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This is what the Port Authority said district market was citing for the chocolate bar.
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we found a different story.
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One location didn't sell this bar at all.
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The other two sold it for less than district markets said.
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In response, the Port Authority didn't say it would be adjusting any prices.
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Because enforcement and repercussions are lax, examples abound of companies charging more than 10 to 15 percent above street price.
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Let's say Janet flew out of MSP and wanted to buy her favorite airport snack.
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Oh, M &Ms. You know, they melt in your mouth, not in your hands.
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In August 2025, the Minneapolis -St. Paul airport told Business Insider it uses street pricing plus 10 percent.
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Janet would pay 69 % more than she would at a Walgreens outside the airport.
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A Chick -fil -A chicken biscuit meal costs over 16 % more.
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And one of the worst offenders we found was a yogurt marked up 84%.
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A spokesperson from the Metropolitan Airports Commission told Business Insider
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that locations are audited two times annually or on an as -needed basis.
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But it did not comment on the price disparities.
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Even though most airports have a pricing policy, a lack of enforcement means passengers often get a bad deal.
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But some in the industry say that charging street prices isn't sustainable.
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because it's more expensive to run a business inside an airport.
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All employees, products and equipment need to go through security, which increases construction and labor costs.
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The exact numbers vary, but development reportedly costs 30 to 40 percent more than it does outside.
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On top of that, some cities set a higher minimum wage for airport workers.
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And we're also asking you to generally run your business from 4 a .m to midnight.
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If you're a pasta place, we're saying, OK, what's for breakfast?
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And businesses pay a percentage of their sales to the airport.
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That's part of their rent.
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The businesses here at the airport pay anywhere between 6 and 20 percent.
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But the vast majority are paying between 10 and 16 percent.
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But there's one thing that usually doesn't get brought up by these companies: competition.
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Or the lack of it.
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In the US, the vast majority of airport food and retail is managed by six large corporations.
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You might not have heard their names before, but these companies have their footprints everywhere.
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Worldwide, they operate more than 13 ,000 locations.
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Remember this food court?
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It's in the Minneapolis -St. Paul Airport.
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It might seem like you have six options, but inside the airport, these restaurants are all operated by one company: HMS Host.
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And it goes even further.
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Volta, the company that owns HMS Host, also owns the duty -free and Hudson News stores at this airport.
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But even that's not the full picture.
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A store like this prairie market seems like a different business.
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but it's operated by Hudson under the Evolta umbrella.
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You can see it advertising Evolta's rewards program.
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But it's not just this airport.
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In parts of LaGuardia and New York City, you can't escape Evolta's signs.
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Another big player, OTG, operates 350 locations in North America including this Chibo Express gourmet market
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that sells yogurt for 84 % above street price.
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After we reached out, OTG said it lowered the yogurt's price down to about what you'd pay outside the airport.
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you Many airport businesses have multiple owners, but the large concessionaire is usually the majority stakeholder.
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And because a few big companies have a hand in most of the airports in the country, there's hardly any competition within a terminal.
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Mergers and acquisitions are consolidating the industry even more.
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And these companies often advocate for airports to raise their street pricing cap.
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The Phoenix, Arizona airport abandoned street pricing entirely in 2019, after two large concessions companies,
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HMS Host and SSP, asked for the cap to be increased.
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That means there's theoretically no limit to what businesses charge.
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But if everyone charges high prices, passengers don't have anywhere else to go.
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This became more of a problem after 9 /11.
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New security measures greatly increased what's called dwell time, basically the time spent waiting in the terminal.
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and studies have shown that for airports, More waiting means more food and retail revenue.
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About 63 % of passengers on the airplane side will make some form of purchase.
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Some of it is based on boredom because the average time spent at an airport is roughly two hours.
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It is only the very experienced travel
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that will often go through security with an empty bottle and then take it to a water fountain and fill it up.
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But that is a tiny percentage of passengers.
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The whole goal of moving them through quickly is one to reduce the stress time that they have, but two provide them with the opportunity to spend the time of the day spend more time,
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post -security, hopefully supporting the concessions program.
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For more than two decades, airports have capitalized on dwell time.
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And the concessionaires have made heaps of money.
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It's usually impossible to get to your gate without walking past food or retail.
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"If you get someone's saliva glands working, they tend to buy more." That's essential to the business model.
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U .S airports earn almost half their revenue from non -aeronautical sources, like passengers parking their cars or buying food.
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Diversifying non -aeronautical revenue and getting more of it is really one of our highest priorities to kind of protect ourselves
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from these unknowns.
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In 2024, US airports made over twice as much food and beverage revenue as they did in 2010.
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So are there any airports in the US where you don't pay a premium?
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One of the few that doesn't use Street Pricing Plus is in Portland, Oregon.
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It's clean street pricing.
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Whatever they charge downtown in their stores or on their street locations is what they have to charge here at the airport.
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There are no fees.
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No additional charges.
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At PDX, the percentage the airport takes is relative to a business's sales volume.
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If you're working with them to make them successful and have a financial structure that allows them to flourish, then I don't think they're so against the street pricing cap.
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And it's been a success.
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The passenger spend per what we call per and plane passenger at PDX is about $15 .03.
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That's about 20 % higher than the average through the nation, which is around $12 .50.
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PDX has used street pricing for decades.
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But Dan doesn't expect the industry to follow suit.
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you I think that airports that don't have the model today, it's hard to turn the dial back.
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In fact, some airports are moving in the other direction.
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Since 2010, LAX used street pricing plus 18 percent.
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But it removed that cap on most items in 2025, in response to complaints over rising airport minimum wage.
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And the Airport Restaurant and Retail Association wants flexible pricing.
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Or in other words, No Limit.
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It says that overall passenger satisfaction is more important than price.
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But the six big airport food and retail operators are very focused on increasing profitability.
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Part of Evolta's long -term strategy is to continuously drive spend per passenger and optimize the profitability of our commercial spaces.
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And so far, it's been quite successful.
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At a time when everything feels more expensive, some passengers might be reaching a breaking point.
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J .D.
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Power's 2024 survey of North American airports found that passengers spent less in the terminal than they did a year earlier.
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It also found that food and beverage prices have been the lowest -scoring attribute on its survey for years.
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In May 2025, members of Congress wrote a letter asking the Federal Trade Commission to investigate concession prices at airports and stadiums.
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They said that with few options, travelers face extreme markups for drinks and food before their flights.
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I experience the same frustration at some airports.
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When I have a beer on the way home from a business trip and pay $16 for it,
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Having worked on airport retail now for almost 40 years.
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It could definitely be better, no question.
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I believe fervently that amenability and profitability are linked.
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That the friendlier the space is, the more money you tend to make.
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and buying your favorite snack before you reach the airport might save you more than you realize.
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you you
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공항 음식이 비싼 이유: 영어 학습의 재미있는 맥락
이 비디오는 공항 음식의 높은 가격에 대한 이야기를 통해 20세기 초부터 현재까지의 공항 발전사를 담고 있습니다. 비행기 산업의 규제 완화, 승객 수 증가, 공항의 수익 모델 변화 등 다양한 주제가 다뤄져 있어, 일상 회화뿐만 아니라 사회·경제적 맥락도 배울 수 있는 훌륭한 자료입니다. 영어 회화 연습을 하면서 세상에 대한 지식도 쌓을 수 있다니,一石二鳥의 효과를 누릴 수 있죠!
일상 대화에 쓸 수 있는 상위 5개 표현
- "captive audience": "갇힌 청중"이라는 뜻으로, 다른 선택지가 없는 사람들을 말합니다. 예: "공항은 갇힌 청중을 상대로 가격을 높입니다." (Airports raise prices targeting a captive audience.)
- "fare wars": "요금 전쟁"으로, 항공사들이 서로 요금을 낮추는 경쟁을 의미합니다. 예: "규제 완화 후 요금 전쟁이 벌어졌습니다." (Fare wars broke out after deregulation.)
- "quick service restaurants": "퀵 서비스 레스토랑"으로, 빠른 서비스를 제공하는 식당을 말합니다. 예: "공항에는 퀵 서비스 레스토랑이 많습니다." (There are many quick service restaurants in airports.)
- "marked up": "가격을 높이다"라는 뜻으로, 원가보다 높게 책정하는 것을 의미합니다. 예: "이 버거는 46% 가격이 높아졌습니다." (This burger is marked up 46%.)
- "generate revenue": "수익을 창출하다"로, 돈을 벌어들이는 것을 말합니다. 예: "공항은 다양한 방법으로 수익을 창출합니다." (Airports generate revenue in various ways.)
비디오를 활용한 shadowing 연습 가이드
이 비디오는 발음과 리듬, 그리고 다양한 주제의 표현을 연습하기 좋습니다. shadow speech 또는 shadow speak 방법을 사용해 보세요. 다음 단계를 따라 하면 효과적으로 연습할 수 있습니다:
- 1단계: 비디오를 2-3회 듣고 전체 내용을 이해합니다. 공항의 역사, 가격 상승 원인 등 주요 내용을 파악하세요.
- 2단계: 짧은 구절로 나누어 shadowing을 시작합니다. "People complained about airports being overcrowded..."와 같은 구절을 5초 간격으로 반복 듣고 즉시 따라합니다. 발음과 억양, 속도를 최대한 비슷하게 맞춰보세요.
- 3단계: 표현을 응용해 자신의 말로 바꿔봅니다. "captive audience"를 사용해 "학교에서는 선생님의 강의에 갇힌 청중이 됩니다." (In school, we are a captive audience for teachers' lectures.)와 같이 말해보세요.
- 4단계: 녹음하여 자신의 발음을 확인합니다. 원본과 비교해 차이점을 찾고 개선합니다. 이 방법은 IELTS 스피킹 준비에도 큰 도움이 됩니다.
규칙적으로 연습하면 영어 실력이 빠르게 향상될 것입니다. shadowing site를 찾아 더 다양한 자료로 연습해 보세요. 작은 단계부터 시작해도 괜찮습니다. 오늘도 열심히 연습하세요! 💪
이 영상의 문법
화자가 가장 많이 쓰는 문형을 영상 속 실제 표현과 함께 정리했습니다.
| 문형 | 영상 속 표현 |
|---|---|
| 수동태 be + 과거분사 — 누가 하는지보다 무슨 일이 일어나는지에 초점 | was bought · is marked · are operated |
| 현재완료 have/has + 과거분사 — 과거의 일이 지금도 관련이 있을 때 | have you ever realized · have shown · have capitalized |
| 관계절 who / which + 절 — 사람이나 사물에 대한 추가 정보 | those who did · City, which is · nation, which is |
쉐도잉이란? 영어 실력을 빠르게 키우는 과학적 방법
쉐도잉(Shadowing)은 원래 전문 통역사 훈련을 위해 개발된 언어 학습 기법으로, 다언어 학자인 Dr. Alexander Arguelles에 의해 대중화된 방법입니다. 핵심 원리는 간단하지만 매우 강력합니다: 원어민의 영어를 들으면서 1~2초의 짧은 지연으로 즉시 소리 내어 따라 말하는 것——마치 '그림자(shadow)'처럼 화자를 따라가는 것입니다. 문법 공부나 수동적인 청취와 달리, 쉐도잉은 뇌와 입 근육이 동시에 실시간으로 영어를 처리하고 재현하도록 훈련합니다. 연구에 따르면 이 방법은 발음 정확도, 억양, 리듬, 연음, 청취력, 말하기 유창성을 크게 향상시킵니다. IELTS 스피킹 준비와 자연스러운 영어 소통을 원하는 분들에게 특히 효과적입니다.