Special Report: Catering
The only real question for an airline remains:
what value do you attribute to catering in your marketing plan? We at Servair consider that food service is part of an airline’s signature.
Erdmann Rauer, LSG Sky Chefs Executive Board Member Sales and Marketing: Regarding long-haul, we have strong indications that especially the fast growing airlines from the Middle East and Asia are going to invest over proportionally into their future service concepts. On the contrary, the more established carriers in Europe and North America will consider introducing buy-on- board on long-haul routes. On short haul flights, we see a further development of buy-on-board business models in the Economy class, particularly in Europe and North America. Generally speaking, we also observe that airline catering budget cuts do have a negative impact on passenger satisfaction.
What do you believe is the secret of your success as one of the top five airline catering companies in the world? PA: The first reason (which is definitely not a secret!) is primarily that we constantly listen to airlines’ requirements and examine our processes so we can meet their expectations and market developments in a concept; our ability to adapt by innovating. The second reason, despite all opposition, is
that we respect and implement hygiene and quality standards in all Servair services, which I would describe as our basics. Finally, our historic and cultural attachment
to cooking, which is a fundamental value and which should allow each airline to have its own culinary signature, as I have already mentioned. ER: LSG Sky Chefs has built its success on a number of competences. The most important cornerstone of our success is our commitment to quality, which, paired with our competitive
“We constantly listen to airlines’ requirements and
examine our processes” Patrick Alexandre, Servair
www.onboardhospitality.com 33
Main picture, left, Servair’s food preparation facility in Dakar, above, an LSG Sky Chefs lamb dish
cost structure and comprehensive products and services portfolio, provides best-in-class tailor- made solutions to our customers. Second, our global presence plays a major role in this success, since we are where a customer needs us to be. And third, but not least, from a relationship perspective, we do engage very openly and actively in customer dialogues via customer forums where we identify customer needs at a very early stage and turn them into relevant, innovative and sustainable service concepts.
Are airlines spending more, less or about the same for onboard catering? Is there a difference between the classes? PA: Airlines understand that onboard catering is a service issue. They are therefore trying to find the best solution at the best price, in all classes, to satisfy their passengers. Today, large airlines are reinvesting in catering, in First and Business classes naturally, but also in long-haul Economy. ER: When compared to a decade ago, the airline industry is spending less on onboard catering. When you take a look across the industry, catering expenditures are on comparative levels, especially on short-haul flights. There are a number of airlines that tend to invest more in their Business and First class offering on long- haul flights, whereas investment in Economy class remains mostly stable. A lot of airlines are being confronted with a decline in Economy class passenger volumes, which should urge them to readdress their service level concepts.
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