From October, KLM introduces a new service concept on its European flights, and it has a name: Grand Café KLM. Passengers can pre-order a meal before departure — a poke bowl, a Caesar salad — or buy from a menu in the air, from a salmon egg wrap to yoghurt with fruit and seeds. What stays free is coffee, tea, water, orange juice and a stroopwafel.
KLM says it is answering a growing wish for choice and flexibility, and following a broader move among European full-service airlines. The airline had already said it was exploring a new catering model for economy, and has run several rounds of testing. The tray that used to arrive at your seat is now a menu you order from, and the cabin borrows the vocabulary of a café to describe it.
So…:
What have you begun to sell that you once simply included?
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