flydubai Transitions from Buy-on-Board to Complimentary Meals

Dubai-based carrier flydubai is moving away from buy-on-board to include complimentary meals and inflight entertainment across all fares starting November 2025.

The change applies to the airline’s entire network of more than 135 destinations.

The included meal service draws on regional menus featuring authentic local dishes from African, European, Indian, Middle Eastern, Russian, and Southeast Asian cuisines.

While specific dish compositions weren’t detailed in the announcement, the carrier noted that food and beverage offerings will vary depending on flight route and duration, with passengers receiving meals, light snacks and beverages throughout their journey.

Two airline passengers sit side by side in economy class, smiling and enjoying their meals, while reading about Air France introducing Yann Couvreur Business Class desserts on their fold-down tray tables during the flight.

The onboard menu incorporates what flydubai describes as authentic flavours inspired by the destinations it serves.

On the entertainment front, passengers will have access to a multi-language system offering more than 1,000 films from Hollywood, Bollywood, Arabic and international studios.

The platform also includes TV shows from HBO Max, BBC Kids and Cartoon Network, plus interactive games, E-magazines, more than 700 music albums, podcast episodes, travel guides and real-time flight information.

This service enhancement comes as flydubai continues to expand its fleet, having already added 9 new aircraft this year to reach 95 Boeing 737s, with 3 more expected before year-end.

The airline has been retrofitting its Next-Generation Boeing 737-800 fleet with lie-flat Business Class seats and upgraded Economy Class seats. Looking ahead, Boeing 787 Dreamliners will join the fleet from 2027.

Images courtesy of Fly Dubai.

Air France Introduces Yann Couvreur Desserts

Air France has brought on French pastry chef Yann Couvreur to create five exclusive desserts for its long-haul Business cabin, with the collection launching in October 2025 and rolling out progressively over six months across all Paris-departure flights.

Couvreur’s dessert programme centres on simple, seasonal products with authentic French pastry flavours. The collection includes a multi-layered chocolate composition featuring crunchy biscuit, silky ganache, and airy mousse made with rich dark chocolate and a hint of salt.

A second dessert pairs a crunchy biscuit with almond mousse and pear confit. Three additional desserts from the five-item collection have not yet been detailed. Couvreur stated his goal is to showcase French products worldwide and invite Air France passengers to enjoy his original gourmet creations.

A man stands in the aisle of a modern airplane cabin, holding a boarding pass, with empty seats around him, ready to experience SAS new business short haul meals.

The partnership marks Air France’s first collaboration with Couvreur. However, the airline has maintained a dedicated Business cabin pastry programme since 2023, rotating renowned French pastry chefs for its long-haul dessert service. Couvreur joins this roster, handling the final course in the premium cabin.

Couvreur operates nearly a dozen Yann Couvreur Pรขtisserie boutiques across Paris, having opened his first location in 2015 in the Goncourt neighbourhood. Internationally, he runs operations in Dubai, Riyadh, Doha, Abu Dhabi, and two Miami establishments, including the Yann Couvreur Cafรฉ in Wynwood.

His background includes positions at Trianon Palace Versailles under Michelin-starred chef Alain Dutournier, Carrรฉ des Feuillants, Park Hyatt Paris Vendรดme, and Eden Rock St. Barthรฉlemy, where he developed his first signature dessert line.

Images courtesy of Air France.

SAS Rolls Out European Business Class Service

Scandinavian Airlines has introduced a refreshed European Business Class food and beverage programme featuring rotating seasonal menus, a Scandinavian pastry service on longer flights, and a curated drinks selection that includes an exclusive Mikkeller-brewed IPA.

Menu Structure and Meal Concepts

SAS operates three main menu cycles annually, with each cycle running for four months.

Within each four-month cycle, three different menus rotate on a weekly basis.

A breakfast spread inspired by SAS Business European meals features bread rolls, roasted vegetables and frittata, yogurt with fruit and nuts, crackers, cold cuts, cheese, crisp lettuce, and refreshing drinks.
A neatly arranged SAS Business European meal featuring crispbread, cured meats on rye, a berry dessert, salad, juice, and black coffee is set on a light beige surfaceโ€”showcasing the quality of SAS new business short haul meals.
Breakfast spread inspired by SAS Business European Meals, featuring a bowl of salad, cured meat, bread, fruit salad, dessert, water, and coffeeโ€”all elegantly arranged on a beige surface with utensils.

Business Class receives three course services comprising a first course, main course, and dessert or cheese.

First course options vary depending on the meal concept, with cheese replacing dessert on evening services.

Breakfast Service

Continental breakfast or brunch, depending on flight time and city pair.

Midday and Evening Services

Lunch and dinner offerings feature either cold plates or heated main courses, depending on flight time and city pair.

Longer flights include heated desserts.

The carrier’s longest European routes receive a second service.

Menu Items

Current menu selections include short rib with adobo sauce and crushed potato, and mushroom ravioli with tomato sauce.

Seafood options feature grilled salmon with creamy caper onion-browned butter sauce and open faced sandwich with flame torched salmon and miso mayo.

Airline meal tray with beef in sauce, potatoes, greens, cheese, bread, olives, dessert, butter, salt and pepper packet, packaged waterโ€”comparable to Air Canada snacksโ€”and a napkin labeled "Scandinavian.

Additional offerings include smoked duck breast with creamy parsley and pumpkin seed pesto, as well as an open-faced sandwich featuring grilled baby cucumber, herby cream cheese, and sumac.

Starters include Serrano ham with cantaloupe melon, blue cheese cream, fresh fig, and endive leaves.

Scandinavian Signature Items

SAS features Smรถrrebrรถd โ€“ Danish open-faced sandwiches โ€“ as a core offering, described by the carrier as part of its Scandinavian heritage.

Longer flights include Fika service, featuring Scandinavian pastries.

The airline states it will highlight a wide assortment of Scandinavian pastries, all crafted specifically for SAS.

The carrier positions the programme around its Scandinavian food heritage, with a focus on healthy and sustainable food, and attention to flavourful meals.

The offering provides variety to cater to international customers while upholding Scandinavian culinary traditions.

Beverage Programme and Pairings

Champagne

Charles Heidsieck Brut Rรฉserve MV, Champagne, France, is produced with a high proportion of aged reserve wines.

A bottle of Charles Heidsieck Brut Rรฉserve Champagne is shown next to tasting notes, food pairings, and example dishes for SAS airlinesโ€”complemented by a curated selection inspired by popular Air Canada snacks.

The airline describes it as balanced between richness and freshness, vibrant enough to lift lighter dishes while having depth to complement savoury or creamy flavours.

White Wine

Joseph Drouhin Laforรชt Bourgogne Chardonnay 2022, Burgundy, France, is described as mineral driven, with bright acidity that cuts through creamy textures while remaining delicate enough to pair with lighter dishes.

Red Wine

Massolino Barbera d’Alba 2024, from Piedmont, Italy,presents lively freshness with acidity and soft tannins. SAS describes Barbera as food-friendly, with bright fruit flavours and gentle structure.

A fact sheet displays two wines with descriptions, food pairing suggestionsโ€”including Air Canada snacksโ€”and sample dishes, alongside images of each wine bottle. The layout is clean with black text on a white background.

Beer Selection

Scandinavian Clouds, an organic, hazy IPA at 4.9% ABV, has been brewed exclusively by Mikkeller in Denmark for SAS.

According to SAS, it has been crafted to remain fresh and balanced in the air, with a gentle bitterness at altitude.

Carlsberg Export (5% ABV) from Denmark provides a malty character with notes of crisp rye bread, golden honey, and zesty citrus peel.

Mikkeller Drink’in the Sun, a non-alcoholic wheat ale (0.3% ABV) in American style, offers citrus hints and aromatic bitterness.

Spirits

The spirits selection includes Harahorn Gin, Purity No. 5 Vodka, High Cost Altitude (SAS signature single malt whisky), and Baileys Irish Cream.

Cocktails and Mocktails

Gin and Tonic combines Harahorn Gin with Fever-Tree tonic water and lemon slice.

Bloody Mary features Purity Vodka and an Old Tom Bloody Mary mix. Negroni Sbagliato (4% ABV) from Italy presents a sparkling version that balances vermouth and bitter notes.

Hugo Zero, a 0% ABV Italian aperitif from South Tyrol, features elderflower, mint, and sparkling soda, described by the airline as a refreshing, aromatic mocktail.

Additional Beverages

Soft drinks include Coca-Cola, Coca-Cola Zero, Sprite Zero, Fanta, Fever-Tree Ginger Ale, and Fever-Tree Ginger Beer.

Apple must from Englamust, Sweden, and orange juice is available. Water options include mineral water from Ramlรถsa and still water from Aqua d’Or.

Hot beverages feature coffee, Ceylon black tea, and green tea by Emyu.

Service Details

All services are presented on newly developed service equipment, including new trays and new lightweight china porcelain.

Glassware has been designed to feature the sparkling bubbles from champagne.

Special meals and child meals are available as pre-order options.

Images courtesy of SAS and Jocemar Oliveira, Unit Catering Manager Newrest, Faro, Portugal.

Air Canada Launches Complimentary Beer, Wine & Snacks

Montreal-based carrier launches system-wide beverage programme with Canadian-focused food offerings and non-alcoholic beer option

Air Canada has implemented complimentary beer and wine service across its entire Economy cabin network, accompanied by an expanded selection of Canadian-made snacks. The programme, which launched September 1, 2025, applies to all Air Canada, Air Canada Rouge, and Air Canada Express flights operated by Jazz that feature a beverage service.

The carrier becomes the only North American airline to offer non-alcoholic beer inflight, with Heineken 0.0 now available complimentary alongside standard beer and wine selections throughout the system.

Morning Service Enhancement

Flights departing before 10:00 a.m. now feature MadeGood Mornings Cinnamon Bun Soft Baked Oat Bars as part of the complimentary snack rotation.

These join the existing lineup of TWIGZ Craft Pretzels and Leclerc’s Celebration Cookies, all Canadian-manufactured products.

Toronto Billy Bishop Route Addition

On Air Canada flights operating from Toronto’s downtown Billy Bishop Airport departing after 10:30 a.m., passengers receive complimentary Greenhouse Ginger Defence Wellness Shots.

The Canadian brand’s organic, plant-based shots are also incorporated into the carrier’s premium snack baskets and Bistro menu selections.

Air Canada Bistro Expansion

The purchase-onboard Bistro menu has added several Canadian-made items:

  • Summer Fresh Hummus & Crackers
  • Quaker Maple & Brown Sugar Oatmeal Cups
  • TWIGZ Sour Cream & Onion Pretzels
  • Smarties chocolate candies

The Bistro operates as Air Canada’s buy-onboard food and beverage programme across eligible flights.

Service Parameters

All offerings are subject to availability. Free Wi-Fi, sponsored by Bell, is available to Aeroplan members on flights across North America and destinations in Mexico and the Caribbean.

“As part of our commitment to elevating the onboard experience, we’re delighted to introduce even more exciting new options to our menus,” said Scott O’Leary, Vice President, Loyalty & Product at Air Canada.

“These upgrades offer something for everyone and proudly showcase Canadian brands so that our customers can sit back, relax and kick-start their travels no matter where they’re going.”

Images courtesy of Air Canada.

Emirates rolls out Bavarian feast

Emirates is serving Oktoberfest-themed menus across all cabin classes on flights to and from Munich, Hamburg, Dรผsseldorf, and Frankfurt from September 20 to October 5.

The programme includes themed meals in all cabins, A380 Onboard Lounge offerings, and food in German airport lounges.

Passengers departing Dubai receive complimentary gingerbread hearts with Oktoberfest decoration.

Menu offerings by cabin

First class passengers receive poached Alaskan King crab appetisers, roasted pumpkin soup, and main courses, including chicken filled with mushrooms and bread dumplings, or braised veal shank with red cabbage.

Desserts include Kaiserschmarren and apple strudel. A movie snack features smoked turkey, beef salami, Obatzda, Emmental, cream cheese, egg, radish, cornichons and brezel on slate presentation.

Business Class offers duck liver terrine with veal bacon, roasted pumpkin soup, braised beef short ribs, or braised veal shank with red cabbage, accompanied by Kaiser rolls and garlic bread.

Desserts include baked cheesecake with blueberry compote or apple strudel with cinnamon whipped cream.

Economy Class offers German potato salad or apple and raisin salad appetisers, chicken sausage roll with onion jus and sauerkraut or baked chicken with paprika cream, followed by black forest cake with cherry compote.

Lounge and onboard offerings

The A380 Onboard Lounge features Oktoberfest sandwiches including cream cheese with chives, roasted beef with gherkins, Emmental with laugen bread, and kaiser roll with chicken leberkaese. Pastries include gingerbread cookies, Black Forest cake, German style cheesecake, and Krapfen with vanilla custard.

German airport lounges in Munich, Frankfurt, Hamburg and Dรผsseldorf serve Oktoberfest beer, Kรคsepรคtzle with melted cheese and roasted onions, Obatzda with pretzel, Wurstsalat, and chicken sausages with sauerkraut.

Images courtesy of Emirates.

LOT taps Michelin-starred chef for Warsaw departures

LOT Polish Airlines has brought on Bartosz Szymczak from Warsaw’s Michelin-starred Rozbrat 20 to design four business class main courses for long-haul flights from Warsaw.

Passengers need to order at least 24 hours in advance through LOT’s booking system or call centre.

The programme runs until 31 January 2026, with backing from the Polish Tourism Organisation.

What’s on the menu

Szymczak’s four dishes work around galley limitations: sous-vide salmon with shrimp croquette and roasted pepper sauce, beef bourguignon with baby potatoes, veal roulades with candied apple and morel sauce, and spinach lasagna with ricotta.

A white plate with a blue rim holding a gourmet meat dish, inspired by Korean Air nutrition, is garnished with herbs and vegetables and set on a table with a fork on the left and a knife on the right.
A plated gourmet dish inspired by Korean Air nutrition features glazed meat with sauce, garnished with herbs, alongside two piped vegetable portions and morel mushrooms. Fork and knife are placed on either side.

The sous-vide approach keeps proteins consistent during reheating, while
the rich sauces help with taste issues at altitude.

Why this works

Most airline chef tie-ups just rotate set menus. LOT’s 24-hour ordering window lets them plan ingredient sourcing, acting more like Singapore’s book-the-cook approach, but with fewer choices.

The tourism board involvement shows LOT sees this as Warsaw destination marketing, not just premium cabin perks.

Testing it for five months suggests they’re weighing whether to expand to other Polish restaurants.

Images courtesy of Lot.

Korean Air Revamps Medical Special Meals

Korean Air has updated its special dietary meal options across seven categories, working with nutrition experts from Inha University Hospital over six months to develop the new menus.

The changes, effective September 1, focus on current health trends and address passenger feedback about taste and variety. All cabin classes can request the meals up to 24 hours before departure.

Key changes

Low-calorie and diabetic meals now include more vegetables and fewer carbohydrates, with lean proteins replacing red meat where possible. Bland meals feature softer fruits like watermelon and pear – additions passengers specifically requested.

Assorted plates of colorful vegetables, salads, fish, soup, cheese, and desserts are arranged on a white tablecloth with utensils and fresh ingredientsโ€”reflecting the quality of SWISS inflight service.

Gluten-free options now utilise rice flour instead of wheat flour, with stricter controls in place to prevent cross-contamination from commercial products.

Low-salt meals limit sodium to 400mg per serving, using herbs and aromatics for flavour instead of salt.

The lactose-free breakfast switched from soy milk to lactose-free Greek yogurt based on passenger preferences.

Industry context

Korean Air’s collaboration with medical professionals suggests they’re taking nutrition more seriously than just avoiding certain ingredients.

The six-month development timeline and university partnership indicate this wasn’t just a menu refresh – it’s an overhaul based on clinical dietary guidelines for conditions like diabetes and cardiovascular disease.

Airlines typically treat special meals as a compliance requirement rather than a competitive advantage. Korean Air’s approach suggests they see these passengers as worth investing in.

Images courtesy of Korean.

SWISS Completes Premium Service Overhaul

SWISS has launched redesigned inflight service for Business and First Class passengers on long-haul flights, completing what the airline calls its most comprehensive service renewal to date.

The changes follow the carrier’s Economy service updates introduced in March, representing a full cabin refresh across all travel classes as part of the airline’s “SWISS Senses” programme.

The economy class service refresh introduced new meal presentation and upgraded amenities.

Airplane tray meal with rice, curry, vegetables, dessert, bread roll, butter, cucumber salad, and a cup of orange juice on a foldable tray table.
A small bottle of Bottega sparkling wine, two plastic cups with drinks, and a dish of mixed nuts on a tray table in a Swiss airline cabin.
A selection of packaged snacks, drinks, and pastries arranged in trays on a counter, as seen in a swiss airlines economy food review.
A SWISS Economy menu card placed on an airplane tray table, with part of the seatback visible in the background.

Inflight Feed reviewed the new economy service on the Bangkok to Zurich route, finding the carrier’s “Senses” concept delivers noticeable improvements in passenger experience.

Swiss Economy Class Review

Business Class changes

The updated Business Class service introduces a Swiss aperitif after takeoff, replacing the standard nuts service with fresh elements, such as olives, alongside the carrier’s signature Alpine Essence cocktail.

A glass of water, a glass of champagne, a bowl of olives on a napkin, and a SWISS Business class menu are arranged on a white surface, highlighting the elegance of SWISS inflight service.
A meal reminiscent of SWISS inflight service on a white table features a meat pie, mustard, crackers with cheese, water, and red wine, elegantly set with a fork and knife.
A bowl of orange soup with a spoon, bread and butter, a glass of water, and a glass of white wine, set on a white table with fork and knife on a napkinโ€”presented in classic SWISS inflight service style.

Meals are now served trayless and include a separate soup course, with each course individually presented rather than served together.

An expanded cheese selection and new pralines from Aeschbach Chocolatier complete the dining experience.

A black box containing an assortment of chocolates arranged in three neat rows, reminiscent of the elegance found in SWISS inflight service, with light and shadow cast across a plain surface.

For overnight flights exceeding ten hours, passengers receive Muntagnard sleepshirts and additional seat covers.

New amenity kits developed with Swiss brand VIU feature Alpine Valley-scented products from Soeder.

Four minimalist soft cases and pouches in black and mauveโ€”reminiscent of SWISS inflight service amenitiesโ€”are arranged on a burgundy surface against a light pink background.
Experience SWISS inflight service with this travel kit: a black pouch, eye mask, maroon socks, toothbrush, toothpaste, lip balm, and a small towelโ€”perfectly arranged on a maroon surface for your comfort.
A gray pillow with white stripes and a folded gray bed sheet set, reminiscent of SWISS inflight service comfort, are displayed on a white surface against a two-tone pink and white background.
A gray pillow, folded gray sheet, rolled-up gray blanket, and folded dark cloth arranged on a pink and burgundy background evoke the comfort of SWISS inflight service.
A black t-shirt and a maroon t-shirt, reminiscent of SWISS inflight service elegance, are laid flat on a light surface with contrasting shadows.

First Class upgrades

First Class passengers now receive service on fine porcelain with black tableware elements, replacing previous service items.

The service begins pre-departure with a Confiserie Sprรผngli apรฉro, flรปtes, and welcome drinks.

A plated meal with mashed potatoes, braised meat, stuffed pepper, and greens, alongside bread, spreads, a glass of red wine, water, and a SWISS First menu on a white table.

Inflight service includes an amuse bouche trio, trolley service for cold items at the seat, seasonal sorbet, and a five-cheese selection with expanded bread options.

Afternoon tea service has been added to longer daytime flights.

Comfort items include Zimmerli of Switzerland pyjamas and slippers, plus amenity kits featuring Sisley products.

Additional Swiss brands, Rohner and VIU, are offered individually by cabin crew.

Industry context

“Our new premium inflight services make flying with SWISS much more than just transport,” said Chief Commercial Officer Heike Birlenbach, indicating the carrier’s focus on experiential differentiation in competitive long-haul markets.

The updates are part of SWISS Senses, which includes new cabin interiors, seating, and ambient lighting across all travel classes on long-haul aircraft.

Images courtesy of Swiss.

Virgin Atlantic Integrates Meals with Duty-Free

Virgin Atlantic has partnered with German technology company Omnevo to launch the first retail system connecting meal pre-selection with personalised duty-free upselling.

The system, launching by the end of 2025, allows passengers to pre-order meals and then see tailored duty-free offers based on their journey and preferences. It marks Omnevo’s first full-scale airline deployment.

How it works

Virgin Atlantic’s existing Retail Therapy duty-free store will migrate to Omnevo’s platform, integrating with Flying Club and Virgin Red loyalty programmes.

Customers selecting complimentary meals will then encounter personalised duty-free recommendations. The system handles onboard point-of-sale, back-office management, and logistics.

“By integrating complimentary meal selection, loyalty, and retail into one journey, we’re offering customers choice, convenience, and a more personalised, sustainable travel experience,” said Bethan Lynch, Vice President, Customer Journeys at Virgin Atlantic.

Revenue and efficiency gains

The connection between meal selection and retail represents airlines’ push for ancillary revenue beyond ticket sales. Linking loyalty data to personalised offers should improve conversion rates over generic duty-free promotions.

Better meal demand forecasting also reduces food wasteโ€”supporting Virgin Atlantic’s net-zero target after eliminating 90% of single-use plastics onboard.

Airlines traditionally treat meal service, duty-free sales, and loyalty programmes separately. Virgin Atlantic’s approach suggests viewing the passenger journey as a connected series of retail opportunities.

Omnevo, founded in 2021 and based in Wiesbaden, specialises in ancillary revenue solutions for aviation. Virgin Atlantic plans further retail developments for 2026.

Images courtesy of Omnevo.

Malaysia Airlines Debuts Plant-Based Satay

Malaysia Airlines has introduced a plant-based version of its signature satay service, replacing chicken with Lion’s Mane mushroom while maintaining the traditional service presentation.

The vegetarian option preserves the airline’s established satay service flow, including cucumber garnish, raw onion, and peanut sauce. The mushroom uses the same marinade as the original chicken version.

Business Class passengers travelling to Australia, New Zealand, and India can select the plant based alternative alongside the chicken satay option.

Industry context

There is a growing demand for vegetarian options in premium cabins, particularly on routes to markets with significant vegetarian populations, such as India.

Malaysia Airlines’ satay service has been a signature offering for decades, making the addition of a plant-based version notable for maintaining brand consistency while expanding dietary options.

Lion’s Mane mushroom provides a similar texture to chicken when prepared, allowing the airline to offer variety without completely redesigning the service protocol or training requirements.

The launch follows similar plant-based initiatives from other Asian carriers looking to cater to changing passenger preferences while preserving cultural food traditions.

Video courtesy of Malaysia Airlines.

Riyadh Air Sources Local Coffee, Dates

Riyadh Air has signed agreements with Saudi Coffee Company and Milaf Global Food Company to supply locally sourced coffee and dates.

The agreements cover coffee sourced from Saudi regions, including Jazan, Abha, and Al Bahaโ€”areas known for cultivation above 1,000 metres in altitudeโ€”plus premium date varieties, such as Ajwa, Sukari, and Segai.

Milaf Global Food Company selects the top 5-7% of the harvest from Saudi Arabia’s 34 million palm trees and will also provide a date-extract Cola product. The agreements extend across inflight service and airport lounges.

Strategic positioning

The supplier agreements display Riyadh Air’s positioning around Saudi cultural hospitality traditions, particularly Hafawaa customs, where coffee and dates represent welcome gestures to guests.

For the startup carrier, launching with established local supply relationships provides operational advantages while supporting Saudi Arabia’s Vision 2030 economic diversification goals under the Public Investment Fund.

Industry context

New airlines increasingly use cultural differentiation as a competitive strategy, particularly in markets where conventional service elements offer limited distinction.

The local sourcing approach mirrors strategies used by other Gulf carriers. However, Riyadh Air’s emphasis on specifically Saudi products represents a more focused regional approach than the broader Middle Eastern positioning typically seen in the market.

The partnerships also align with growing passenger interest in authentic local products rather than generic airline catering, particularly in premium cabin service, where cultural elements can justify premium pricing.

Images courtesy of Riyadh Air.

Gategroup Marks Thai Airways 65th Anniversary

Gategroup is marking Thai Airways’ 65th anniversary with special menu items across 12 global stations from mid-August through mid-September.

The month-long celebration includes cabin class-specific offerings: First Class passengers receive anniversary desserts and co-branded chocolate gift boxes.

A plated dessert featuring a blue rose-shaped mousse, a sesame seed tuile, a dark berry sauce, white cream, mint leaves, purple flowers, and crumbled topping on a white plate.

Business Class gets handcrafted chocolate selections tailored by region, and Economy passengers on Japan and Hong Kong routes receive commemorative items.

Different stations offer regionally appropriate products, with London featuring specialised desserts, European stations providing Valrhona chocolate selections, and Asian routes serving locally influenced items.

Partnership operations

The rollout demonstrates the operational complexity of global catering partnerships, where consistent brand messaging must be adapted across different cultural markets and regulatory environments.

Two people in formal uniforms present a tray and a glass with assorted elegant desserts, including a round cookie marked โ€œ65,โ€ a leaf-wrapped sweet, and a decorative cone in a glass.

“By creating a unified yet locally nuanced experience across our stations, we’re proud to celebrate our deep relationship with Thai Airways,” said Ai Jia Lim, gategroup’s Commercial Director for Southeast Asia carriers.

A dessert topped with a strawberry, kiwi slice, mint leaves, chocolate chips, cocoa powder, and a white chocolate piece with "65 GRACE TO GROWTH THAI" printed on it.
A purple box with โ€œ65 Grace to Growth @THAIโ€ in gold lettering contains two assorted chocolates in brown wrappers. The lid is partially open, showing the chocolates inside.
A hand with red nails holds a small purple box labeled "65 Grace to Growth" in gold text, with similar boxes arranged in a tray below.

Industry context

Anniversary celebrations like this showcase how established airline-caterer relationships extend beyond standard service contracts to marketing partnerships that reinforce brand positioning.

The multi-station coordination required for such campaigns underscores the logistical capabilities that major catering companies utilise to differentiate their services from those of their competitors.

These partnerships offer marketing value while showcasing service consistency across international operationsโ€”essential for airlines like Thai , which compete on hospitality and cultural positioning.

Images courtesy of gategroup

Iberia Expands Pre-Order Meal Options

Iberia has expanded its pre-order meal program with new menu items available from 45 days to 18 hours before departure on flights up to 4.5 hours.

New additions include oven-roasted chicken with chickpea ragout, vegan gnocchi with tomato ragout, and ricotta mezzelune with spinach.

The airline retained its award-winning creamy rice with cuttlefish and prawns, which won Best Onboard Meal at the 2025 Onboard Hospitality Awards.

The extended booking window positions meals as trip planning essentials rather than impulse purchases, while giving catering teams advance notice for better inventory management.

Route-specific offerings

Early morning flights from Madrid now offer Mallorcan ensaimada with yogurt, recognising different passenger meal timing needs for overnight connections.

Boxed meal with ravioli, breadsticks, fruit, and a can of Mahou beer on the left; slice of cake and a bottle of Freixenet sparkling wine on the right.

Long-haul passengers can add Celebration Packs featuring vanilla lemon cake with cava, extending the pre-order concept into premium experience territory.

Industry implications

The 45-day booking window shows airlines are confident passengers will plan meals well ahead of travel. Most carriers traditionally offered much shorter booking periods.

Buy-on-board programs are becoming serious revenue operations rather than basic convenience services.

Airlines now invest in menu development and operational systems rather than just offering basic sandwiches.

Iberia’s approach – keeping popular items while testing new ones – suggests carriers are using actual sales data to make menu decisions instead of completely changing offerings every few months.

Images courtesy of Iberia

AZAL Introduces Pre-Order Meals in Economy

Azerbaijan Airlines has launched “Air Tastes,” a pre-order meal service for economy passengers on select flights, with options starting at โ‚ฌ20.

The service offers three meal choices that completely replace the standard economy meal service.

Passengers must book through AZAL’s website or mobile app at least 24 hours before departure.

The program creates a two-tier system within economy classโ€”passengers who pay for Air Tastes receive upgraded meals, while others get the standard service.

Operational details

Air Tastes is currently available on select flights as AZAL tests whether passengers actually want this feature and how well it works operationally before expanding its rollout.

At โ‚ฌ20, the meals cost about 15-25% of a typical regional ticket price – not cheap, but not luxury pricing either.

Passengers book through AZAL’s website or app, but need to order at least 24 hours ahead.

Industry context

Regional carriers like AZAL are seeking new ways to compete with larger airlines that have more routes and resources. Charging for meal choice creates a revenue stream from something most airlines don’t even offer in economy.

The limited rollout makes sense – AZAL can figure out what works operationally and whether passengers actually want to pay โ‚ฌ20 for better meals before expanding the program.

It’s an innovative approach for smaller carriers: find something the big guys aren’t doing and turn it into a revenue opportunity.

Images courtesy of Azal Airlines

Greater Bay Airlines Adds Free Snacks

Greater Bay Airlines has started offering complimentary pastries and beverages to all passengers, beginning July 31.

The Hong Kong-based carrier will serve the complimentary refreshments alongside its existing paid meal program, which offers 12 options starting at HK$38.

“The addition reflects the airline’s commitment to enhancing the travel experience whilst positioning GBA as small but agile compared to larger competitors,” said Crystal Rauti-Ho, Assistant General Manager Inflight Services.

A flight attendant serves meals to two seated passengers on an airplane. Each tray has a cup of Southwest coffee and a pastry. The passengers appear attentive and engaged with the attendant.

Service details

The refreshment selection rotates regularly and varies by route duration across GBA’s 17 destinations in Japan, Taiwan, mainland China, Thailand, and the Philippines.

The airline operates Boeing 737-800 aircraft on routes typically lasting one to four hours.

Market positioning

The move is unusual for a three-year-old value carrier. Most low-cost airlines in Asia charge for all food and beverages to keep base fares low.

GBA is testing whether basic free hospitality can help it stand out in Hong Kong’s competitive market without giving up revenue from meal sales. It’s a middle approach – free basics for everyone, but passengers can still pay extra for proper meals.

The timing suggests GBA is trying to establish its identity as something more than a pure budget airline as Asian aviation recovers from the pandemic.

Images courtesy of GBA.