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Enhanced Economy Meals – Competitive Analysis

Sample KLM Enhanced Economy Meals

Enhanced Economy Meals

In an earlier post (refer to this link for our coverage), we noted that British Airways (BA) is introduced enhanced economy meals for passengers travelling in its World Traveller product. Prices of the three course meals start at £15 (US$22.5) to £18 (US$27). We will examine how BA’s chief competitors are marketing the same products and determine passengers receiving a good deal.

Details

Besides BA, the following full service airline also offer variations of the enhanced economy meal for international flights. They include:

Europe

Air France à la carte Menu
Sample – Air France à la carte Menu – image taken from airline’s website on April 25, 2015 (All Rights Reserved)
Aer Lingus Enhanced Economy Meal
Sample – Smoked salmon, cucumber pickle, aioli & McCambridge’s brown bread. Beef with gratin, creamed spinach, mushrooms & red wine jus. A raspberry panacotta, Lily O’Brien sweet with tea/coffee & red/white wine. – Image taken from airline’s website on April 25, 2015 (All Rights Reserved)
airBaltics Enhanced Economy Meals
Sample airBaltics Enhanced Economy Meals – Image taken from airline’s website on April 25, 2015 (All Rights Reserved)
Sample Air Berlin Enhanced Economy Meals
Sample Air Berlin Enhanced Economy Meals – Image taken from airline’s website on April 25, 2015 (All Rights Reserved)
Sample Austrian Airlines Enhanced Economy Meals
Sample Austrian Airlines Enhanced Economy Meals – Image taken from airline’s website on April 25, 2015 (All Rights Reserved)
Sample Brussels Airlines Enhanced Economy Meals
Sample Brussels Airlines Enhanced Economy Meals – (left) A North Sea shrimp salad starter and roasted rabbit in a beer stew as main course with a cherry tart dessert, accompanied by assorted bread rolls or (right) A mild chicken curry salad starter and a poached salmon “Sambre & Meuse” main course with a rice tart dessert, accompanied by assorted bread rolls. – Image taken from airline’s website on April 25, 2015 (All Rights Reserved)
Sample FINNAIR Enhanced Economy Meals
Sample FINNAIR Enhanced Economy Meals – Savory chicken breast fillet with mashed potatoes and vegetables with a cream cheese sauce. This tasty meal includes a mozzarella & pasta salad, bread roll and a caramel cake dessert. Image taken from airline’s website on April 25, 2015 (All Rights Reserved)
Sample KLM Enhanced Economy Meals
Sample KLM Enhanced Economy Meals – Start your meal with a delicate salmon millefeuille, dill cream and green asparagus. Next, savour a main course of braised veal with a suave horseradish sauce. On the side, we’ll serve some tasty cumin potatoes and a healthy dose of spinach, carrots and onions. Eventually you can indulge your senses with our famous chocolate-coconut mousse. Image taken from airline’s website on April 25, 2015 (All Rights Reserved)

North America

Sample Alaska Airlines Enhanced Economy Meals
Sample Alaska Airlines Enhanced Economy Meals – Image taken from airline’s website on April 25, 2015 (All Rights Reserved)
Sample US Airways Enhanced Economy Meals
Sample US Airways Enhanced Economy Meals – Image taken from airline’s website on April 25, 2015 (All Rights Reserved)

The following is a table comparing airlines with enhanced economy meals:

Enhance Economy Meals Analysis
Enhance Economy Meals Analysis – Information taken from airline’s website on April 25, 2015 (All Rights Reserved)

Analysis

Of the 11 airlines listed above with an enhanced economy meal program, KLM (KL) has the best value from European airlines and Alaska Airlines (AS) has the best value for North American airlines. All the airlines allow advanced purchase up to 24-72 hours.

Additionally, Air France (AF) and KLM allow Flying Blue(R) members to use their frequent flyer miles (starts at 4,200 miles) to pay for the meal.

Enhanced meal service is a good way for airlines to earn auxiliary revenue at a less cost due to economy of scale. Passengers can benefit with a better meal service by paying less than £20, US$30, €28.

Discontinued Programs

  • All Nippon Airways My Choice(R)

The enhanced meal service may not always work if the pricing is not attractive. All Nippon Airways introduced MyChoice(R) meals back in 2010.

Sample ANA Enhanced Economy Meal
Sample ANA Enhanced Economy Meal – Image taken from Jaunted.com on April 25, 2015 (All Rights Reserved)

The option to purchase a business meal was available for flights from Tokyo Narita International Airport (NRT) for 8,000 Yen (US$67, £45, €60).  Unfortunately, the price was too high and uptick was low and this program discontinued by 2013.

Regular Economy Meals

As oil prices continue to drop, regular economy meals will also receive an enhancement in quality. NH for example rolled out new options from December 2014 onwards (refer to pictures below).

ANA New Economy Meal - December 2014
ANA New Economy Meal – December 2014 – Image taken from airline’s website (All Rights Reserved)

Based on passenger feedbacks, airlines should continue to refine its meal service. In addition, it is a great idea to offer enhanced economy meals to cater to those who would not mind paying a little more for higher quality food.

Final Call

There are many airlines that offer enhanced economy meal service. Food quality would dictate whether passengers would pay extra. Bon Appetit.

 

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