Guests at the Westward Inn at Travis Air Force Base, Calif., now wake up to the aroma of freshly brewed coffee and the smells of bacon, egg and cheese breakfast burritos -- because of Rickenbacker’s in the lobby of the new lodging facility.

Rickenbacker’s, a contemporary espresso coffee quick service restaurant, is one of Air Force clubs fast-casual “signature brand” concepts. The Air Force Signature Brand initiative is an integral part of the overall Air Force plan to revitalize Air Force Clubs.

Currently there are seven “fast-casual” restaurant concepts; each differs in appeal but all offer outstanding food and beverage programs, systems and standards.

Rickenbacker’s menu offers espresso-based beverages, in addition to various flavored coffees, teas, juices and fruit smoothies. The menu also offers food items selected because of their appeal toward the “grazing market” such as breakfast sandwiches and breakfast burritos, salads and sandwiches, bagels, pastries and desserts.

Rickenbacker’s is usually constructed as a retrofit of an existing or new space in a club, but because of its popular “grab and go” menu and versatile floor plan, it not only has become a new “standard” in future Air Force lodging facilities but also has made a transition into other venues, such as the mission support group command building at Shaw AFB, S.C.

The footprint (square footage) for a Rickenbacker’s located in a lodging facility ranges in size from 120 to 850 square feet. Other such joint ventures under design or construction are at McGuire AFB, N.J., Andrews AFB, Md., Hickam AFB, Hawaii, Langley AFB, Va., Kunsan Air Base, Korea, and MacDill and Patrick AFBs and Hurlburt Field in Florida.

Creating compatible partnerships between specific signature brands and other Services activities is part of the long-term growth strategy of the overall Air Force plan to revitalize Air Force clubs.

Air Force customers can expect to see more successful joint ventures in the future, as Air Force Services leaders continue to find ways to meet the demands of increasingly value-conscious, convenience-driven consumers by creating new concepts, providing new services and honing restaurant offerings to meet customer’s needs.