OTG opened Mozz Lab, Serafina and Starbucks at JFK Terminal 5 on November 12, 2026, according to its PR Newswire announcement. The three venues follow Nom Wah, The Halal Guys and Melt Shop, which OTG added to the same JetBlue terminal earlier in 2026. Together they show how OTG pairs local New York brands with partner-led management and a steady announcement cadence.
Last updated: November 15, 2026
What is covered in this article?
This article covers the November 12 openings, the terminal refresh behind them, OTG's management and marketing methods, and the September 2026 OHM acquisition.
- What OTG opened
- Why Terminal 5 matters
- OTG management methods
- OTG marketing methods
- The OHM acquisition
- What brands can copy
- Frequently asked questions
What did OTG open at JFK Terminal 5 on November 12?
OTG opened three venues at JetBlue's flagship terminal on November 12, 2026: Mozz Lab, Serafina and Starbucks. The company's release describes two New York-born Italian concepts alongside one of the world's best-known coffee brands.
| Brand | Format | What Terminal 5 gets |
|---|
| Mozz Lab | Italian cheese and specialty shop | Housemade mozzarella, hot and cold paninis and deli fare from a Brooklyn-based concept |
| Serafina | Full-service Italian restaurant | Pizzas, pastas and desserts in the plaza immediately after security, in a space designed by Rockwell Group |
| Starbucks | Quick-service coffee | Handcrafted beverages, snacks and light bites, with mobile ordering |
Serafina has a long New York history. Vittorio Assaf and Fabio Granato founded it on Manhattan's Upper East Side in 1995, and OTG's release says the brand has since expanded across three continents. At Terminal 5, guests can sit down for a full meal, grab a bite before boarding or take dishes to go.
Mozz Lab brings housemade mozzarella and deli food, and Starbucks adds a fast option that complements the sit-down restaurants. For readers who want the coffee company's own communications history, EPR's Starbucks public relations profile covers its strategy and agency model.
OTG's release also points back to Nom Wah, The Halal Guys and Melt Shop, which opened at Terminal 5 earlier in 2026. That makes six new brands at one terminal in a single year.
Why does JFK Terminal 5 matter to OTG?
JFK Terminal 5 matters to OTG because it is a long-running OTG location that is now part of a large, publicly funded redevelopment. OTG's website says its JFK experience at JetBlue's Terminal 5 debuted in 2008.
The Port Authority of New York and New Jersey, JetBlue and Fraport USA Inc., the terminal's developer, announced a major refresh of the terminal last year, according to OTG's November release. The release places that work inside the Port Authority's $19 billion transformation of JFK. Time Out's June 2026 coverage of the earlier openings described a $100 million makeover of Terminal 5 itself.
The refresh includes new concessions, art installations and a redesigned center concourse inspired by New York's parks. Jose Cuevas, vice president of Fraport New York, LLC, said in the release that the openings reflect a commitment to making Terminal 5 a destination in its own right.
That framing gives each restaurant opening a larger story to attach to. For background on how airports run these moments, see EPR's guide to airport terminal launch communications.
How does OTG manage partners, brands and growth?
OTG manages Terminal 5 as a partnership among an operator, an airline, a terminal developer and an airport authority. The November release says the openings were made possible through OTG's continued work with JetBlue and Fraport USA, inside a program led with the Port Authority.
The public record shows five management habits. The table lists each one with the evidence behind it.
| Management habit | Evidence in OTG's announcements |
|---|
| Multi-party partnership work | Quotes from OTG, Fraport New York and JetBlue appear in one November 12 release |
| Local brand selection | Nom Wah, The Halal Guys, Melt Shop, Mozz Lab and Serafina all have New York roots |
| Speed of service | The release says Serafina serves its signature dishes with the quick execution air travel demands |
| Technology | Starbucks supports mobile ordering, and OTG's September release cites proprietary technology |
| Acquisition and integration | OTG announced the purchase of OHM Concession Group on September 29, 2026 |
EPR's reading is that the mix is deliberate. A full-service restaurant such as Serafina serves travelers with time before boarding, while Starbucks and Mozz Lab serve travelers in a hurry. Together they cover more of the passenger flow through one terminal.
How does OTG market airport dining as a New York experience?
OTG markets airport dining by selling the place, not just the food. Matt King, chief executive officer of OTG, said in the November release that the company wants guests' time at JFK to offer a taste of what makes New York special.
The same release speaks to three audiences at once: first-time visitors, New Yorkers heading home and travelers on a layover. Serafina is described as a first taste of the city for visitors and a familiar favorite for locals. One set of restaurants therefore carries three different messages.
OTG also shares the spotlight with its partners. Stephanie Evans Greene, senior vice president of marketing and brand at JetBlue, said in the release that the airline is proud to work with OTG, Fraport USA and the Port Authority to keep improving Terminal 5. An airline marketing executive speaking about dining shows that JetBlue treats concessions as part of its brand experience.
The announcements arrive in waves. The public record shows this sequence:
- The Terminal 5 refresh is announced by the Port Authority, JetBlue and Fraport USA.
- OTG adds Nom Wah, The Halal Guys and Melt Shop in the first half of 2026, and trade outlets such as Passenger Terminal Today and Verdict Foodservice report it.
- OTG announces the OHM acquisition on September 29, 2026.
- OTG adds Mozz Lab, Serafina and Starbucks on November 12, 2026, and outlets including The Bulkhead Seat report from the terminal the same day.
Each step gives reporters a new reason to mention the terminal. Readers who want comparable cases can browse EPR's best restaurant marketing campaigns, the 25 best airline marketing campaigns and the airline earned media map.
What does the OHM Concession Group deal add to OTG?
The OHM Concession Group acquisition widens OTG from a single flagship terminal to a larger network of US and Canadian airports. OTG announced the deal on September 29, 2026, in a release on the OHM acquisition.
According to that release, OHM was founded in 1998 and is headquartered in St. Louis. It develops and manages dining and retail at major US airports. Milan Patel, OHM's president, stays on as president of OHM Concession Group, focusing on growth strategy, airport partnerships and new business.
OTG said the combined company will keep the brand equity of both organizations while sharing technology platforms and best practices. For airports, airlines and brand partners, the release points to expanded capabilities, more investment capacity and greater operational scale.
For marketing, a larger network means more places to repeat the local-brand model seen at JFK. Terminal 5 becomes the proof point that OTG can show other airport authorities.
What can restaurant and travel brands copy from OTG?
Restaurant and travel brands can copy four methods from OTG's JFK work, each visible in its public announcements.
- Tie each opening to a larger project, such as the Terminal 5 refresh, so every release adds to one running story.
- Pick brands with a verifiable local history, such as Serafina's 1995 founding on the Upper East Side.
- Offer different speeds of service in one place, from a sit-down meal to a mobile-ordered coffee.
- Give partners named quotes in the same release, so the airline, developer and operator each tell the story from their side.
Readers tracking how hotels, airlines, cruise lines and restaurants communicate can start at EPR's travel and hospitality PR hub.
