SSP America

Elevate partnered with SSP Group and acclaimed chef Marc Forgione to bring a chef-driven restaurant concept to the new LaGuardia Airport Terminal B. As part of a highly competitive bid process, we helped position SSP’s proposal through best-in-class culinary talent, resulting in the creation of Mulberry Street, a full-service Italian restaurant concept designed to anchor the terminal’s food and beverage program.

SSP was bidding for the rights to develop and operate a portfolio of restaurants and fast-casual concepts within LaGuardia’s newly redeveloped Terminal B. To stand out in a highly competitive RFP process, SSP needed to differentiate its proposal through credible, locally relevant culinary talent that could elevate the overall passenger experience. The goal was to partner with a recognized New York chef who could bring both authenticity and star power to the project, helping SSP secure the bid while ensuring long-term success within a high-traffic, high-expectation travel environment.

Elevate's culinary team identified chef Marc Forgione as the ideal partner and facilitated a strategic collaboration between the chef and SSP. Together, they developed Mulberry Street, a full-service Italian restaurant concept inspired by classic New York dining, designed to serve as a flagship within SSP’s broader terminal portfolio. Elevate played a critical role in shaping the partnership and guiding the concept from initial pitch through execution, ensuring alignment across creative vision, operational feasibility, and brand positioning. When the COVID-19 pandemic disrupted the hospitality industry during the construction phase, Elevate proactively renegotiated the terms of the partnership to reflect evolving market conditions. This ensured the long-term viability of the concept and allowed Mulberry Street to successfully open post-pandemic.