Does the quality of in-flight meals have the potential to make a difference to customer satisfaction levels in today’s ever-competitive aviation market?
Who can forget the infamous passenger complaint letter addressed to Sir Richard Branson, blasting the quality of an in-flight meal served on a Virgin Atlantic flight between Mumbai and Heathrow? The incident highlighted the increasing importance of in-flight catering for today’s discerning passenger and why airlines would be foolish not to recognise it as one of the key differentials when choosing who to fly with.
According to the International Travel Catering Association (ITCA), the standard of in-flight catering is becoming one of the top three deciding factors for passengers. “On-board service is a vital component and operators ignore it at their peril. A passenger always remembers the food and drink they have experienced,” warned Stephen White, president of the ITCA.
Because of this, the culinary delights offered on the menu of some of today’s airlines have rapidly evolved to suit the high expectations of passengers and their demands for better quality, choice and consistency. “Today every operator has to offer a number of special meals to fit different diets and cultures,” agreed White.
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As forerunners in the in-flight catering race, the Middle East’s airlines rank amongst the best in terms of the effort and investment put into passenger mealtimes. “The whole travel industry has been driven by the Middle East in the last five years,” said White. “Quality, choice and innovation have been the leading factors. Singapore Airlines and Air New Zealand have kept pace, but the question must now be can the rest of the world catch up?”
So what is it that makes the Middle East’s in-flight dinning experience so memorable? A winner of one of the association’s own exclusive ‘Mercury’ awards for global travel catering in 2006, Bahraini carrier Gulf Air prides itself on delivering what has now become the ‘renowned warm and friendly Arabian hospitality and service’. “Many airlines do not provide a dining service on flights of less than two hours, whereas carriers in this region will, even on flights less than one hour,” pointed out Marcus Bernhardt, chief services officer at Gulf Air. “Although to some passengers, a meal or snack on a short flight may be viewed as a small gesture, it all contributes to the bigger picture of providing customers the best onboard service.”
Indeed it is this attention to detail that has led Gulf Air to win many more such accolades, including the top position at Skytrax’s World Airline Catering Awards for both first and business class onboard catering on long-haul intercontinental flights. “The entire onboard experience is all very important and we spend a lot of time ensuring that customers in each class receive the highest standards in service and hospitality, which includes the food we serve to them,” said Bernhardt.
And when it comes to food, Gulf Air pulls out all the stops. The carrier has over 70 Sky Chefs all of whom have trained and worked at fine dining establishments and come from across the globe. Their menus offer passengers route-specific dishes and ingredients as well as a traditional Arabian choice. With approximately 130 departures daily across the carrier’s network, this equates to an impressive 17,000 meals per day. “Currently all food on flights departing from Bahrain is prepared locally,” explained Bernhardt. “All passengers differ and it is important to recognise and identify passengers’ preferences and do our best to personalise and accommodate all needs.”
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