Airlines across the globe are going back to the basics – finding their way to a flyer’s heart through the stomach – and on offer are an array of eating options on flights. Low-calorie meals are almost passé, and instead, the focus is shifting to exotic options such as baked pistachio-crusted lamb chops with fruit yogurt salsa and mint chutney on Singapore Airlines, and region-specific curries and breads on South Africa airlines. There is also a special focus on young travellers with specific menus for kids being offered by airlines such as AirAsia India.
“We are continuously focusing on coming up with a menu that will appease the consumer’s palate,” said David Lim, General Manager – India, Singapore Airlines. The airline launched the ‘Deliciously Wholesome’ category in 2016 to cater to the growing demand for healthy food preferences. Meals under this category are made by the airline’s International Culinary Panel that comprises eight renowned chefs, including Michelin star-rated ones.
New preferences
Hence, the airline’s menus are route-dedicated, or in other words, the dishes are chosen carefully to match the destination and passenger profile.
Perhaps one reason for airlines going in for fancier menus has to do with flyers getting fussier and more exposure to different cuisines. “Five years ago, you probably got to choose between an Asian vegetarian meal and a Jain meal. But now we are making 23 types of special meals,” said Krishna. These include low-calorie fruit salads, food for lactose intolerance, meals for allergies and vegan dishes. The airlines that Ambassador’s Sky Chef serves include Etihad Airways, Air India, Indigo, SpiceJet and British Airways.
Airlines are also taking care of those who suffer from various food allergies. Since 2014, Swiss International Airlines has been working with the European Centre for Allergy Research Foundation to cater to the needs of allergy-sensitive guests. According to a Lufthansa Group spokesperson, the airline offers a vegan option, a fruit meal, a light diet meal and two types of vegetarian meals – Indian and oriental style – across all its flights.
Finer details
Some airlines are cashing in on by providing customised menus. Sajid Khan, formerly Country Manager – India, Sri Lanka and Bangladesh, South African Airways, recounted an instance when the airline designed a customised menu for Gujarati travellers in 2013. “We had over 100 Gujarati people travelling with us. So we designed a special menu catering to their taste,” he says. Though the airline is no longer flying to India, Khan maintains that customisation will be the key to attracting more flyers in the days to come.
Another trend that is emerging is the preference for traditional ethnic cuisines. Singapore Airlines, for instance, offers Shahi Thali (Suites/ First Class), Ruchi Thali (Business Class) on its Indian routes, and Kyo-Kaiseki (First Class and Suites) and HanaKoireki (Business Class) on its Japanese routes. The airline also offers comfort food, or familiar local favourites, such as bibimbap, from the point of departure on its Korean routes.
Agrees Mahathi Parashuram, Regional Head - Public Affairs, Communications & Relations, Grundfos Asia-Pacific Region. While continental is Parashuram’s favourite, she says she loves trying out local menus.
For instance, while flying to Malaysia, instead of going in for the Hindu meal, she chose chicken rice with Malaysian spices, a dish that she had not tried before. “Such a menu gives me a glimpse into the place I’m heading to and makes me look forward to it,” she adds.
Further, according to Amar Abrol, Managing Director & Chief Executive Officer, AirAsia India, flyers are now open to experimenting and do not shy away from trying new things. “Hence, it becomes critical for airlines in India to set a benchmark in the customer service segment, for it is a true differentiator for any flyer when it comes to choosing between different airline.”
Interestingly, the focus is also shifting to what kids like to eat. “In the last two years, the kids’ menu space, too, has seen lots of changes,” said Krishnan. For instance, Air Asia International recently launched ‘Lil’ Star Combo’, designed to suit the taste buds of young flyers, which can be availed by pre-booking across all its flights.
For flights to India, vegetarian pizzas are also available. The meal comprises a mini pizza smothered in tomato sauce and comes with a drink and a special snack box.