Leonard’s Bakery just opened a Malasadamobile on 540 Lagoon Drive, minutes from Honolulu Airport (open daily from 7 am to 6 pm). It is as close as Hawaii’s most iconic bake shop can get to HNL travelers without actually being inside the terminal. That actually tells you a lot about how airport food works in Hawaii.
A new location for the Malasadamobile.
Leonard’s Malasadamobile sits in the parking area near Hawaii National Bank on Lagoon Drive, just outside the airport ecosystem. Leonard’s language makes the target travel audience obvious, calling out pre-flight pick-ups, post-flight cravings, and easy “omiyage” (take-home sweet) runs.
This is the first Leonard’s location, specifically positioned to leverage Honolulu Airport traffic rather than neighborhood foot traffic. It is not inside security or even within the airport footprint, yet it is close enough to be clearly intentional. The placement is deliberate, and that’s where the story starts.
Why is Leonard’s Bakery outside and not inside HNL?
Honolulu Airport concessions remain controlled by long-term contracts that leave little room for independent local Hawaii food operators, no matter how iconic they may be. Beat of Hawaii readers have been pointing this out for years, especially as terminals are rebuilt and renamed without any meaningful change in which vendors get access inside.
Ted put it bluntly, writing that food is run by a major billion-dollar company that can afford to pay to play, with no incentive for the state to intervene. Susan noted that everything is contracted, which is why repairs drag on and why the same company dominates all of the terminals. Maleko went further, describing decades of poor planning, weak execution, limited food choices, and high prices. And all of it wrapped in dated and transparent talk of “local flavors” that has simply worn thin.
Inside the terminals, the concessionaire HMSHost remains. In the newest Hawaiian–Alaska Mauka concourse, that reality is hard to miss. Travelers are greeted by a mainland chain like Dunkin’ selling generic donuts and coffee, while the pastry that actually defines Hawaii’s food culture sits outside the fence line.
The contrast is hard for any Hawaii aficionado to ignore. A 73-year-old local institution (Leonard’s Bakery) that visitors actively ask for cannot get inside the terminal, yet a national chain with no connection to Hawaii anchors the still largely vacant space. Promised arrivals like Alan Wong concepts, MW Group, Aloha Plate, and Lei Stand are now being floated with a coming-soon timeline, language readers have heard before and learned to discount.
What Hawaii travelers have actually been asking for.
Reader requests have been consistent. One comment said the airport should reflect local “kau kau” food shops like Leonard’s, Zippy’s, and L&L instead of mainland corporate outlets. Another asked why there is no malasada shop or Hawaiian food at all, calling it a missed chance to showcase Hawaii to arriving and departing visitors. Dunkin’ Donuts versus malasadas has been cited repeatedly as the clearest example of how far off the mark the terminal food choices and Honolulu Airport feel.
Leonard’s has been operating since 1952 and sells more than 15,000 malasadas a day. It is one of Hawaii’s most recognizable food institutions, and travelers have been asking for it at Honolulu Airport for years. The closest the system can manage is a truck parked just outside the airport.
Leonard’s found a workaround.
Leonard’s did what airport officials would not do and put Hawaii’s most wanted pastry within near reach of travelers. The new Malasadamobile joins locations at Waikele, Pearlridge, Koko Marina, and Windward Mall, but this is the first one aimed directly at Honolulu Airport traffic.
For travelers, it turns a 20+ minute drive to Kapahulu into a five-minute detour from HNL. It is still far from ideal, but it beats settling for another generic breakfast sandwich.
Leonard’s found a workaround. The question is why they even needed one. Your thoughts?
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Good article makes a valid point. The food offerings at HNL have been poor , for years and years.
Why not have Leonard’s Malasadas , & other local foods at HNL?
I have typically told visiting friends who are returning to mainland , bring your own food to HNL if you can. If not, you need to buy from the limited options at HNL. And don’t think there will be vendors down by the G gates ( United to mainland flights) cuz I don’t think there are vendors- just some
‘ food on the cold wall’ for purchase. And a Starbucks.
Just a way to not have to pay the lease of what corporate run restaurants have to pay inside the airport. Loose the airport foot traffic but get away from the monthly lease. It’s really hard to think of making any profit when you have to be responsible for the cost of rent before any wages or expenses can be taken care of. I guess they are banking on the aroma of fresh cooked bread drifting towards the airport for their free advertising.
I am happy that Leonard’s is close as I work at the airport. It could be dangerous actually (to my waistline). But…there is no parking for the Malasada truck. This is a very busy industrial area and on the new bus line. Also, the order/pickup window is facing away from the street which makes it difficult to determine if they are open.
I think they should flip it around to face the street. All in all, I hope they make it at this location.
This is simply a manifestation of the corruption and incompetence that governs all Hawaii airports, but is especially egregious at Honolulu.
Great articles Rob+Jeff keeping us updated. I really miss the lei stand inside Lihue airport. I never go to Honolulu airport. It’s just too stressful and a disappointment with the food concessions that are there. I agree that local food should be offered and I know the travellers would love it. Stay safe.
The irony is wild. Hawaii’s most requested airport food is in an adjacent parking lot, while “local flavors” gets printed on a sign inside the terminal. None of it makes any sense from a traveler experience perspective. So it has to be something else.
Leonard’s is iconic, but there are other great malasadas too that could be in there. The bigger issue is why none of what seems logical for Hawaii airport food can even get in there at all. It’s really sad and the implications are not good.
If you’ve ever waited in that empty-feeling Mauka terminal area, you know how truly lame the options are. This just highlights it more.
People act like this is complicated. It isn’t. Contracts are a choice. The state picked this outcome years ago and keeps renewing it. Why?
It’s depressing that the Honolulu airport experience is a choice between mainland donut chain and a corporate Burger King breakfast sandwich.
I love Leonard’s, but the point shouldn’t be that we’re grateful for a workaround. Why is the airport still designed to keep some of Hawaii’s most important local food businesses out?
About time. If I can grab Leonard’s on the way to the airport without fighting Kapahulu traffic, I’m in. And see you later, sad HNL terminal food.
A Maryland based company that is a subsidiary of a Swiss company is running concessions at a Hawiian airport. The answer to your question is money, period.
Exactly! There should be Leonard’s, Zippys, couple plate lunch trucks, and a shave ice, at least in the food court if not spread through the concourses! (I wouldn’t mind a Lapperts myself). And how about Kona or Kaui coffee instead of Starbucks?
That would make HNL into a place for Oahu- the gathering place!
I’m sure the rents inside the airport are astronomical, thus keeping out local venues.