Buy Your Own Meals

There was once a time when airlines served full meals in coach, with real silverware, free alcohol and a selection of meals. Those times are almost a memory.

I say almost because in other countries like India and Taiwan/Hong Kong/Asia in general, they still do serve meals that vary from splendid to ok.

In the United States of America, airlines have slowly adopted a policy of selling meals on board.

Initially, this policy was met with skepticism and disdain, but in my opinion, it's actually the right way to go. Let me explain.

In the days bygone, air travel was much more expensive. This meant that the average traveler was wealthier and more distinguished. Ticket prices were higher and, therefore, quality was higher as well.

I suppose it would make a lot of sense that if an airplane was full of such passengers, then feeding them a high quality meal would certainly attract future business.

Unfortunately, due to competition, prices, and along with that customer quality, has dropped. Treating customers well doesn't mean they will return. So I agree with the airlines in ceasing to serve meals on board.

Airlines have addressed the customer loyalty issue with the frequent flyer programs, which work well, except for the clear indication of decline as indicated by the lack lustre lounges. But that's for a different note.

As far as food goes, some airlines such as Alaska Air have begun serving reasonable meals. What's important is that the price is reasonable, as is the quality. Honestly, even the complimentary meals of days bygone were't awesome.

However the sale of meals on flights has attracted some criticism, which I think is not only unfair but also indicative of hypocracy because, how can freebies be made of anything but the cheapest materials available?.

On my recent trips, here's what I've observed. Flights where decent food and alcohol are sold are of a better average quality than ones where they are free. The flight attendants are nicer, the customers are friendlier and overall, the flight is better.

Cases in point:

1. Eva Air - They don't have any premium liquors on coach or coach deluxe. They give wine or beer free. Food is free, and mediocre. Flight attendants appeared unhappy. Customers were average. Overall, I'd rather have skipped the meal and preferred to pay $10 US for a drink, which is what I'd pay in Dallas at a bar anyway.

2. Alaska Air - You pay for everything. $10 for the Digeplayer with a lot of movies and shows, $5 for a decent cheese burger, a tuna snack box or a deli snack box, and $5 for any of the alcoholic beverages. Overall, well worth the $15 I spent. And they have all sorts of good liquors on board. And the flight attendants are chirpy and often, you wish they'd just give you a beer and shop being so icky nice.

These are two broad examples but are indicative of why pay meals work. People who expect free stuff haven't had a need to earn it, and thus value the product and service lower than someone who is willing to pay for it.

Airlines definitely have to work towards better overall service, but as a recent article pointed out, customers may never be satisfied with the airlines, no matter what improvements they make.

Next, on lounges ...