airBaltic to let passengers customize their buy-on-board meal

airBaltic_buy-on-board mealThis article is re-published with kind permission of “www.airlinetrends.com”.

By Nikos Loukas, InflightFeed

Latvia-based low-cost carrier airBaltic is known for churning out attention-grabbing innovations.

Along with differentiating its Business Class by serving passengers a 3-course meal based on organic, seasonal products from local Latvian farmers, freshly brewed Nespresso coffee, airBaltic has come up with a host of innovative ancillary products, a taxi and bike-sharing operation, and the airline has been one of the first to launch a ‘social seating’ service.

Mix ‘n match

To help increase revenues for their buy-on-board program, airBaltic’s latest ancillary initiative is a novel food ordering system that allows customers to customize their in-flight meal when they book their seat.

During the pre-order process passengers can choose from a range of meal options, as well as drinks and desserts, and virtually ‘drag and drop’ their preferred meal items onto a digital airline tray, with their chosen meal served to them during the flight.

The service is expected to be up and running in May.

Passengers can choose from a variety of 20 pre-order meal options, including fish souvlaki, teriyaki salmon, grilled pork or chicken breast, served with one of three salads and one of three types of bread.

Hot meals are priced from EUR 7 to 12, salads from EUR 5 to 8, while bread costs EUR 1.

And as consumers become more conscious of what they are eating, each menu items offers nutritional information allowing passengers to make an informed inflight meal decision.

AirBaltic’s customized meal ordering system is provided in conjunction with LSG SkyChefs, whose facility at Riga Airport produces approximately 4,500 meals a day and who guarantees each passenger will see his or her customized meal delivered on board – if ordered at least 24 hours prior to departure.

Says Janis Vanags, airBaltic’s VP Corporate Communications, “We thought it would be fun and interesting for passengers to select exactly what they would like to eat before their flight.”

Raymond Kollau is founder of industry and consumer trends research agency airlinetrends.com, which monitors the global aviation industry for commercial innovations launched by airlines and airports in response to changing consumer behavior. Raymond is a frequent presenter at in-house trend sessions at airlines and airline suppliers around the globe, as well as at industry events such as the Aircraft Interiors Expo and Future Travel Experience.