In the past, as long as the flight distance met the requirements, economy class passengers would receive a complimentary in-flight meal, the quality of which was entirely a matter of luck. Nowadays, a wide variety of dishes, such as claypot rice, steak, Sichuan-style hot pot, and caviar platters, have been added to the cabin, although most of these gourmet meals require additional payment.

Recently, several airlines, including Air China, China Eastern, China Southern, and Sichuan Airlines, have launched paid customized in-flight meals, offering a wide range of dishes from inexpensive simple meals to high-end platters costing hundreds of yuan. Why are airlines starting to "cash in" on in-flight meals? Is the era of free in-flight meals, where "one meal for every thousand people" is coming to an end?

From Free to Paid: The Multiple Logics Behind Airlines' Strategic Strategies

Why are airlines pushing for paid meal ordering services? What are the considerations behind it?

Economist Pan Helin explained that, firstly, paid ordering is a mature business model, with similar services available in places like high-speed rail and hospitals, and the technical barriers to implementation are not high.

Secondly, paid ordering can enrich the variety of food options, giving passengers more choices. Specialty dishes can also be easily spread through social media platforms, helping airlines increase their exposure and brand awareness.

Third, airline catering has long faced cost control pressures. Paid ordering can optimize the cost structure of catering and is expected to transform in-flight catering from a cost burden to a source of profit, opening up a new path for airlines to reduce costs and increase efficiency.

Fourth, differentiated paid meals can also match the consumption preferences of different passengers, becoming a competitive means for airlines to differentiate their services.

Consumer segmentation: Some value affordability, while others are willing to pay for experiences.

A survey shows that when passengers buy tickets, the price accounts for 34% of their decision-making, while meals only account for 6%. However, they are willing to pay an average of about $27 more for quality meals. It seems contradictory that they don't prioritize food when choosing a flight, yet are willing to spend money on meals once on board.

Economist Pan Helin stated that the two are not contradictory. For most non-business travelers, airfare is always the primary decision-making factor, and price reductions remain the most direct way for airlines to boost sales.

However, passenger demand is stratified. Some value-conscious consumers are unwilling to pay extra for meals; others, including business travelers, social media creators, and ordinary consumers who enjoy sharing, are willing to pay a premium for a better dining experience. For the latter, airplane meals have long gone beyond simply "filling their stomachs"; they also carry value in terms of social sharing and emotional experiences.

Hidden Concerns: How to Prevent Free In-Flight Meals from Being "Shrunk"?

The China Air Transport Association (CATA) has stated that while paid meals are becoming more common, complimentary meals in economy class will not be cancelled. Some netizens are concerned that this might lead to a disguised downgrade, such as reduced portions or fewer options – a situation of "ostensibly existing but actually being reduced in quality." How can the boundaries between basic services and value-added services be clearly defined to avoid a hidden downgrade of complimentary meals?

Economist Pan Helin stated that, according to business logic, if the free meals remain unchanged, travelers may lack the incentive to pay for them, making a certain degree of downgrade difficult to avoid. However, it is crucial to prevent excessive downgrades, and a constraint mechanism can be established in four aspects.

First, promote standardized meal service. Establish clear basic free meal standards, and set tiers based on airline type and ticket price. Low-cost carriers can use lower standards, while long-haul routes should retain better basic meal options.

Second, costs should be transparent, with a list provided to ensure consumers know what services they are getting for their money.

Third, introduce a market-based supply chain. Introducing third-party professional catering companies to participate in airline catering not only helps airlines control costs but also allows them to better capture consumer demand.

Fourth, basic meals are responsible for ensuring passengers are full, while paid meals are responsible for ensuring quality. The roles of these two should be clearly defined, and food and beverage reviews can be incorporated into the service evaluation of paid airline meals.

Future Outlook: Trends may be the main focus

The price range for paid airplane meals is currently extremely wide, from simple meals costing a dozen yuan to high-end dishes costing over three hundred yuan. What is the future development direction?

Economist Pan Helin stated that the core target audience for paid airline meals should be consumers who seek experiences and enjoy social sharing, rather than simply focusing on high prices and luxury. The future direction is not about the more expensive the better, but rather about taking a trendy approach, creating "photogenic" trendy meals—what the industry calls "pretty food." At the same time, it's necessary to cater to diverse needs, offering different options such as vegetarian, low-fat meals, and liquid meals. Exploring a stopover airport delivery model, introducing local delicacies from different cities and delivering them on board, is also possible. Even less popular routes can collaborate with trendy IPs to create unique products and attract new customers. In short, the competition in paid airline meals is not simply about price, but about accurately grasping the psychological needs of the target audience. In the future, we may see flights that "become popular through unique paid meals."

(Source: China National Radio)