BRAND REVOLT™
From revolting to revolutionary

October 2009

Meals on wheels (up)

There is a lot of talk/chatter/tweets/blogs about in-flight service, especially plane food. Airline meals often become the differentiator - that question ‘how was the food?’ prevails. But why all the fuss over oven-baked cod, when 10% more legroom would add so much more value?

On a typical long-haul flight lasting around 12 hours, at least 3 hours are allocated to ‘dining’ en masse. Business and first class services can stretch longer. Even if we decide to skip the meal, or opt for the fast ‘eat and sleep’ variant the entire aircraft still morphs into something akin to an over-full fast-food diner - complete with noise, clatter, smells and chaos.

Do we really want or need elaborate ‘meals’ in the air, or should airlines focus on comfort and privacy?

Perhaps airlines should pay more attention to customer’s personal needs and less on ‘star’ chefs (who endorse cliché in-flight menus).

Maybe there is even scope to launch new aeronautical classes?

Eat Class: large food trays, meal services that go on forever.
Talk Class: a very social cabin; talk away.
Sleep Class: everything geared to getting that oh-so-valuable shuteye.

© Copyright Hira Verick, Sweden 2009