Azerbaijan’s national carrier turns meal selection into a revenue stream whilst testing passenger appetite for dining choices.
Azerbaijan Airlines’ new “Air Tastes” service reveals clever thinking disguised as a simple meal choice. Available on select flights, the program offers economy passengers three meal choices, all starting at a minimum of €20.
The Revenue Engineering
AZAL has monetised something most carriers don’t provide – actual choice between regular meal options in economy class.
Passengers can manage their Air Tastes selection online through AZAL’s website or mobile app via the “Manage Reservation” section, provided a booking is made at least 24 hours before departure.
The service operates as a complete replacement for standard economy meals; passengers selecting Air Tastes won’t receive the usual menu, creating a clear differentiation between paying and non-paying customers.
Market Positioning Reality
Air Tastes creates a premium tier within AZAL’s economy cabin rather than directly competing with those carriers’ included offerings. The €20 starting price represents roughly 15-25% of a typical regional fare, positioning the service as an affordable luxury that generates incremental revenue whilst improving the experience for passengers willing to pay.
Industry Implications
Air Tastes represents exactly the type of ancillary revenue thinking regional carriers need when competing against larger rivals. The select flights limitation enables AZAL to test passenger response and operational execution before rolling out the network more broadly.
Images courtesy of Azal Airlines
Nik founded Inflight Feed in 2012, blending his passion for inflight dining with over a decade of experience in the airline industry. For the past 13 years, he has travelled the world, exploring and reviewing airline meals across countless carriers.
CNN Travel, The New York Times, and BBC World News have featured Nik’s expertise. When he’s not on the ground, you’ll find him at 35,000 feet, camera in hand, capturing the unique flavours of air travel. Follow his inflight meal adventures on Instagram: @InflightFeed.
