Airlines rejig menu to woo flyers on longhaul flights

The British Airways flight to London used to be the least preferred by Jain passengers because of the absence of Jain food on board.

By Chinmayi Shalya, TNN | Updated: Dec 20, 2011, 09.23 AM IST

MUMBAI: The British Airways flight to London used to be the least preferred by Jain passengers because of the absence of Jain food on board. But a few months ago, the airline reached out to this potent market of flyers by adding Jain cuisine to its long list of special meals. This is not the first time that an airline has tried to woo flyers’ palate. Along with comfort seating and attractive fares, airlines these days are also dishing out new recipes for passengers , particularly on longhaul flights.

Roping in star chefs to design the menu and supervize food preparation, having food managers on board to customize passengers’ meals, revising the menu once every two to three months, using designer cutlery and serving regional meals are only few of the attractions. A menu with 19 varieties of special meals is a minimum one would be choosing from. Kanjivaram idli, purdah biryani, Kashmiri rajma and garlic and saffron naan, dilli chat and dahi wadas have found their way into the menu of most international long-haul flights operating to or from India.

Industry experts as well as airline officials concur that food is as essential a component of the flying experience as comfortable seating and can determine a flyer’s choice of airline. Airlines lay it on for premium flyers

A recent add-on to the menu of Virgin Atlantic is hot chocolate. The airline said that it included hot chocolate after repeated requests by women flyers. Singapore Airlines introduced a cookbook with top international chefs dishing out exotic recipes. Austrian Airlines has a chef on board most of its long-haul flights. Etihad has a food and beverage manager to help passengers choose the right meal and drinks for their journey. Most carriers also offer a choice of oriental food. Most international carriers offer 20 or more special meals, ranging from protein-rich to low-calorie meals, religious meals like Hindu vegetarian meals, kosher meals and Jain food. The menu, say airline officials , is changed or shuffled once in every three months in order to prevent monotony.

Apart from what is served, airlines are also trying to lay emphasis on how it is served. Industry experts say this emphasis on meals is a prime feature of long-haul international flights and is directed towards first class or business class passengers.

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