Singapore Airlines (SIA) will be bringing back appetisers and other food items to its menu from 1 June this year after complaints rose about the quality of meals served.
The airline has long been known for its impeccable service and wide variety of high-quality food options that are served to passengers regardless of which class they are sitting in. However, recently, MARKETING-INTERACTIVE reported that netizens were taking to social media to share their disappointment about the meals being served.
A Reddit user last month 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.
According to media intelligence company CARMA, last month, online sentiments regarding SIA remained 29.8% positive and 14.9% negative despite the incident. "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 is likely why despite the issues, SIA was able to report a record annual profit on SG$2.16 billion this month which resulted in its staff being given significant bonuses, news that further highlighted the issue with lackluster food being served onboard.
However, it looks like things might be changing. According to CNA, SIA will be reintroducing some of its food that it removed during the pandemic for operational and supply chain reasons, as well as to reduce food waste. These items include its crackers, cheese and muffins which were included in its continental breakfasts.
From June, all economy class meals on medium-, long-haul and ultra-long-haul trips that are above three and a half hours will also now have an appetiser in addition to the typical bread roll, main course, cheese and crackers and a dessert.
SIA will also reportedly be bringing back bread and butter for economy class meals on short-haul flights that are between one-and-a-half and three-and-a-half hours. They will be served this alongside a main course and a dessert.
This comes after SIA noted to MARKETING-INTERACTIVE that it has taken its passengers feedback seriously.
"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 last month.
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.
MARKETING-INTERACTIVE has reached out for more information regarding the food changes.
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