Indigo, which has largely
stayed away from marketing its in-flight menu aggressively, has been offering buy-on-board
ready-to-eat options like upma, poha and cup noodles and allows passengers to pre-book
fresh meals. Consequently, its reliance on in-flight catering as a marketing strategy has been
lukewarm compared to other airlines.
So far, IndiGo, which dominates with a market share of close to 60 per cent, has been a success
story as it set lower rates for pre-flight food bookings to incentivise customers to buy food earlier,
allowing for better planning on the food catering side and avoid wastage.
The airline will add its most loved vegetarian and non-vegetarian sandwiches (which are currently
only offered if pre-booked) and some new perishable munchies to the inflight menu and the crew
is currently being trained on it, another source aware of the development told DH.
The airline
however did not share any details about the exact additions to the menu.
This comes at a time when the airline is spreading its wings to reach more domestic and foreign
shores. As travel soars and tastes evolve, in-flight food has gone well beyond insipid ready-to-eat
meals.
“The aim is to offer passengers more options and enhance customer experience,” the spokesperson
further added.
Historically, only full-service carriers in India offered elaborate lunch and dinner menus along with
welcome drinks and hot towels to even domestic economy passengers. There were also some
carriers like Jet Airways popular for their complimentary sweet tamarind candies and sachets of
sugar, salt and pepper alongside trays full of warm meals.
With the arrival of low-cost carriers (LCCs), Indian passengers were given the option to forgo meals
as a tradeoff for cheap and punctual flights. Interestingly, the model was a success and a large
majority took to it quite well.
14/08/2023 Lavpreet Kaur/Deccan Herald
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