Dine on demand

Airlines are making mealtimes more flexible and bespoke. Werner Kimmeringer and Craig Devoy, of Yates+Partners, explain how

The traditional structured service model of airline dining isn’t like any restaurant people ever go to. In fact, it is more like being back at school and having to eat what and when you are told.

It’s not surprising then that the

'dine on demand' concept has emerged, essentially giving travellers the luxury of dining to suit their mood – this means deciding the time of their meal and choosing from a comprehensive menu, without any real restrictions on what is available. It creates an enhanced more personalised experience, which is why it is becoming popular in First and Business cabins.

Dining freedom

Having these freedoms is the complete opposite to the ‘dine on crew demand’ service where passengers eat when the crew sees fit.

Doing it well isn’t easy. The main challenges are focused on galley and meal ratio management, particularly with inexperienced crew. It is essential that crew are trained extensively and know all F&B menu changes.

Offering dine on demand challenges the service teams to manage the flight from take-off to landing, rather than just serve an initial meal, mid-flight snack and pre-arrival meal.

Consumers expect a bespoke experience that gives them control of their inflight experience. They also expect a wide range of dishes on the menu and dish concepts that go from light dining to the full á la carte experience.

Leading the way

Advances are coming thick and fast and over time we will see even more flexibility developing. That will mean enhanced menus and technology boosting communication between the cabin and galley. This will streamline the process while managing stock levels and producing less waste.

The Middle Eastern carriers are leaders in this so far – Etihad, and Qatar (pictured) have well-established offerings and Saudia has added this concept recently with amazing results.

As the concept has developed we are seeing a lot more variety in cuisines and more interesting menu structures.

This makes it easier to enable a different experience for each guest and make it appear ‘personal’.

Enhanced plating techniques ensure a true restaurant experience is achieved, while packing is streamlined and allows for each ingredient to be cooked to perfection onboard. •

Consumers expect a bespoke experience that gives them control