After 18 years serving travelers, Denver International Airport restaurant itza wrap! itza bowl! will close on Friday.
The Asian-inspired concept features an array of wraps and bowls for breakfast, lunch and dinner, as well as smoothies, soft drinks and beer, wine and sake. When it opened in the space of a former chiropractic practice in 1997, itza wrap! itza bowl! was the first non-processed, healthy concept at the airport, and received acclaim for its light, cuisine from national media including Wall Street Journal, NBC News and ABC News.
While a Premium Value Concessions Program appeal was made by Denver-based concessionaire Mission Yogurt, Inc., which operates the restaurant, it was not granted a lease extension, and the space will be converted into a retail concept owned by Marshall Retail Group later this year.
DIA’s PVC program was developed to reward the airport’s top-performing stores and restaurants with new concession contracts without requiring operators to submit the standard, and lengthy, Request for Proposal. Despite itza wrap! itza bowl!’s strong performance, Mission Yogurt’s appeal, petition signatures from more than 3,000 regular airport customers and letters of support from community leaders, a lease extension was not granted.
“We would have loved to continue operating itza wrap! itza bowl!,” said Mission Yogurt, Inc. President and owner Rod Tafoya. “Unfortunately, we were unsuccessful, although we exhausted all avenues in an effort to make this happen; however, we are proud to operate other healthy concepts at Denver International Airport, and look forward to continuing to enhance the airport experience for travelers with our various dining options. And don’t worry, we are looking for a new home for itza wrap! itza bowl!.”
itza wrap! itza bowl! is one of 11 concessions Mission Yogurt operates at DIA; others include Root Down DIA, Etai’s Bakery Cafe, Timberline Steaks and Grille and Que Bueno! Mexican Grille.
To say goodbye to DIA, Mission Yogurt plans to offer itza wrap! gift bags and giveaways throughout this week.
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