In every other sector of the economy (higher education, sports & entertainment venues, theme parks, etc.), concessionaires routinely honor their host property’s own direct agreement with Coca-Cola or PepsiCo.

Over a dozen airports currently have or are working on a beverage agreement. For example, DFW has earned more than $50 million during its 20+ years of beverage deals. Detroit has earned more than $12 million during the past decade.

Beverage deals actually expand choice. Both Coke & Pepsi have expansive product portfolios -- including teas, juices, waters, coffees, etc. Partnering with one brand prevents duplicative products from crowding the shelves and creates more space for the new and innovative products your guests and employees want.

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You can, but it's not a good idea. Beverage negotiations are unlike any other negotiation, and the industry is changing more rapidly now than it has in the last 50 years. Shifting consumer tastes, increased product selection and new equipment technology are all critically important factors to consider in your next deal. While your team excels at negotiating deals that are core to your business, you should get expert help when it comes to your beverage deal. If the biggest restaurant chains in the world seek the guidance of consultants, should you be doing it on your own? Don't leave money on the table.