Singapore Airlines' brand sentiments hold steady despite passengers slamming 'downgraded' in-flight meals

Singapore Airlines (SIA) has been in the news recently and this time, it has to do with the quality of the food served on its flights. 

Singapore Airlines has long been lauded for serving up good quality meals on its flights regardless of the class that a passenger is sitting in. However, recently, the food on SIA has been a hot topic of discussion amongst netizens after a Reddit user took to the social media site to post two photos of some of the meals being served on Economy class. 

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In the post, the user asked if the quality of food in SIA's Economy class has been downgraded. The post drew many commenters with many chiming in to say that the food looked like it was from a 'budget airline' and with many saying that it now resembled food from the local army camps. 

Additionally, many netizens commented on how food onboard SIA was now served on disposable serviceware instead of its typical casserole dish that frequent fliers would be familiar with. 

In fact, just last month, SIA's trial-run of all-new service ware stirred up mixed responses with some saying that the paper serviceware does not spell premium and others calling it cheap looking.

The serviceware, which is said to be available in both economy and premium economy class on selected medium- and long-haul flights, was available from 1 to 25 March, according to SIA’s Facebook post. The new serviceware is made of forest stewardship council-certified paper and is finished with the distinctive SIA batik look. According to SIA, the design of the new serviceware allows it to retain heat and moisture better than the current casserole dish.

While some noted that it was a good move for sustainability, many also said, particularly in the discussion of the airlines allegedly "downgraded" food quality, that it made the food look cheap.

A significant dip in brand sentiments?

According to media intelligence company CARMA, over the last 30 days, online sentiments regarding SIA have remained 29.8% positive and 14.9% negative. "Prior to the incident, SIA enjoyed 38.2% positive sentiments and 14.4% negative ones," said a spokesperson at CARMA. 

She added that SIA has consistently remained a favorable brand to netizens which is useful during times of crisis where the brand may come under attack. An example of a crisis would be the ongoing incident of netizens criticising the quality of in-flight meals. 

"This incident has led to a spike in volume of social conversations of the airlines, but a 30-day view of all social conversations signals that this is a crisis that the brand can tide over with the right steps," added CARMA. 

Responding to the conversation on its in-flight meals. SIA noted that it welcomes and thanks its customers on the feedback on its Economy class meals. 

"SIA performs full audits at the start of each new menu, as well as regular audits with our catering partners to ensure the quality of the meals that are served on board our flights. We take our customers’ feedback into account as we adjust our meal options and for future in-flight meal services," it said in a statement to MARKETING-INTERACTIVE. 

It added that it is committed to offering an enhanced in-flight experience for its Economy class passengers and that it looks "very closely" at all aspects of the in-flight experience including the seats, in-flight entertainment, as well as the meals served on board.

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