Steven Johnson Grocerant
Guru® at Tacoma, WA based Foodservice
Solutions® knows first-hand that airline food has long been the punchline
of travel jokes—"mystery meat" and soggy sandwiches were once common
fare. However, this narrative has shifted dramatically in the past two decades.
From world-class dining experiences in the skies to
innovative meal options available before boarding, the airline food industry is
evolving in response to growing consumer expectations. Let’s explore how this
transformation occurred, how international airlines lead the charge, and what
passengers in different classes want while flying.
First, Is There Any Food?
Over 70% of flights under four hours in the U.S. offer
limited or no complimentary meals. This reduction began in the early 2000s
during the era of cost-cutting by major airlines. Instead, passengers on these
shorter flights rely on snacks, buy-on-board options, or meals purchased before
boarding.
On long-haul and international flights, however, food
service remains a staple. Airlines use these routes to differentiate their
brand, offering multi-course meals, regional cuisines, and even luxury dining.
In fact, in 2023, global airline catering was a $19 billion industry, and is
projected to grow at a compound annual rate of 7%, fueled by consumer demand
for quality food.
International Airlines Raising the Bar
The revolution in airline food owes much to international
carriers like Emirates, Singapore Airlines, and Qatar Airways, whose in-flight
dining resembles a restaurant-quality experience. Key innovations include:
1.
Gourmet Menus: Collaborating with renowned chefs, these airlines offer
multi-course meals featuring fresh ingredients. For example, Singapore Airlines
serves lobster thermidor in first-class cabins.
2.
Authentic Regional
Flavors: Airlines like Turkish Airlines and
Japan Airlines feature dishes that reflect their culinary heritage, creating an
immersive experience for passengers.
3.
Personalized Meals: Pre-order options let passengers choose meals tailored to
dietary preferences, from vegetarian and halal to keto or gluten-free options.
4.
Innovative Packaging: Using oven-ready and vacuum-sealed packaging ensures
freshness while meeting food safety standards. Airlines have adapted technology
from grocerants (grocery-restaurant hybrids) to provide ready-to-eat or
heat-and-eat meals onboard.
Food Before Flight: Airport Meal
Evolution
As airlines continue to reduce complimentary food services
on domestic routes, airports are stepping in to fill the gap. Passengers can
now purchase meals from kiosks or order online for delivery to their gate. Some
services, like Grab or At Your Gate, allow pre-orders for seamless pickups,
ensuring passengers save time and avoid long lines.
Layovers also provide meal opportunities. Hubs like
Singapore Changi and Amsterdam Schiphol offer extensive food halls that rival
city-center dining. Additionally, some airlines partner with airport
restaurants, enabling passengers to buy meals with frequent flyer miles or
pre-order dishes to be served in-flight.
What Passengers Want: Class-Specific
Insights
First Class
Luxury reigns supreme for first-class passengers.
Personalized service, premium ingredients, and exclusivity define their dining
expectations. Top priorities include:
·
Fine Dining: Multi-course meals designed by Michelin-starred chefs.
·
Exclusive Beverage
Menus: Wines and spirits curated by
sommeliers.
·
On-Demand Service: The ability to eat whenever they prefer.
Business Class
Business travelers prioritize a balance of luxury and
efficiency. Airlines cater to them with:
·
Healthy Options: Organic produce, lean proteins, and low-carb choices.
·
Speed with Elegance: Pre-plated meals and quick service enable productivity.
·
Sleep and Meal
Timing: Tailored meal times to accommodate
rest.
Economy Class (Coach)
For coach passengers, affordability, taste, and portion
size are paramount. Airlines focus on:
·
Value-Driven Choices: Options like buy-on-board meal bundles.
·
Global Flavors: Simple yet diverse dishes appealing to international
palates.
·
Snack Packs: Pre-packaged snack boxes for ease.
Historical Context: The Grocerant
Guru’s Perspective
In the mid-20th century, airlines were culinary pioneers.
Pan Am’s renowned dining program in the 1950s showcased steak and champagne in
coach, setting a benchmark for luxury. However, deregulation in the 1970s
shifted the focus to cost-saving measures, relegating in-flight dining to
unappetizing boxed meals.
The turning point came in the 2000s, as competition from
international carriers forced domestic airlines to reinvest in meal quality.
Meanwhile, technological advancements in food packaging and logistics made
fresh, diverse meals more accessible for shorter routes.
Today, airlines borrow strategies from grocerants. Just as Ready-2-Eat
and Heat-N-Eat meals transformed grocery stores into dining destinations, these
same principles now help airlines create satisfying in-flight meals. Airlines
leverage portion-controlled meals, mix-and-match components, and flavorful
options to enhance their offerings.
Think About This
From sky-high gourmet dining to practical options for
budget travelers, the modern airline food experience has come a long way.
Consumers now have multiple touchpoints to ensure satisfaction—ordering online,
pre-selecting meals, or picking from enhanced airport offerings. Whether you’re
flying first class or coach, the days of “plain” airplane food are mostly
behind us. As the industry continues to innovate, the sky’s the limit for
dining above the clouds.
Foodservice Solutions® specializes in
outsourced business development. We can help you identify, quantify and qualify
additional food retail segment opportunities or a new menu product segment and
brand and menu integration strategy. Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche
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