Special Report
Main pic: Choose your meal from a printed menu; below: Helios-designed cocktail, glass and swizzle stick; main pic below: the usherette tray
very closely with the key project managers sharing information and our industry know- how. We advised them on every aspect of the project, ranging from what materials to use and production capabilities, to design challenges, as well as service delivery and market information.
“The key is to bring fun and excitement to the food element of travel: We look at retail to see what is working and like to give a ‘Pret a Manger’ feel”
“The design brief and direction from Virgin
was clear however; the challenge was to help bring the concept to life and to meet all the industry and air worthiness requirements whilst maintaining a tight control over the budget. “Most of the Economy equipment is sourced
from across Europe. The tray is produced in the Netherlands and the plastic crockery, swizzle sticks and plastic glasses are from Portugal. The cpet casserole is from Germany and items like the usherette tray are from China; as is the plastic cutlery. “Overall we are speaking about the introduction of over 90 new items onboard
for all three classes. We sourced these from all over the world and some of them are totally new for inflight service. “From the very beginning, Virgin gave a precise briefing that where they can, they will go with sustainable products, cost permitting. We went through many discussions, conducted thorough researched and looked at each product and reviewed what materials can be used to address this very important topic. The Virgin Manifesto states that everything they do must contribute to at least one of their four business filters; to protect cash, protect morale, protect brand and protect planet. With that said, lids are made of Rpet material and some paper products are made of recycled paper or FSC paper.”
What to expect: Passengers in VAA Economy can enjoy a speciality cocktail during the drink service served in a purple glass with a quirky swizzle stick. They can then choose
their meal from a printed menu and a meal served on a non-slip tray. Passengers on shorter flights
are served a cold breakfast or afternoon tea (complete with scone and Rodda’s clotted cream on appropriate flights), which comes in
a fun deli-box with the words ‘High Tea’ or ‘Good Morning’ written in German, French, Spanish, Hindi, Chinese, Arabic and English. The mealboxes come from the UK and are supplied by Oakfield Farm Solutions. The key, says Soni, is to bring fun and excitement to the food element of travel: “We look at retail to see what is working and like to give a ‘Pret a Manger’ feel. For a bit more amusement we have featured the world ‘slurp’ in several languages on the side of our hot drink cup and we have also introduced hot chocolate which is proving incredibly popular with our female passengers.” In response to passenger requests for more time to move around the cabin, rather than being trapped behind their meal tray, Virgin Atlantic has taken the dessert off the tray. Adds Soni: “Serving our dessert and hot drinks separately breaks up the flight and gives people an opportunity to get out
of their seats. Our new usherette tray also forms part
of our entertainment on board, bringing ice creams and snacks to passengers while they watch a movie. We want our crew to serve something they are proud of and to serve it with flair.” As well as looking good, the
focus has been on improving the taste of meals on board and on bringing in
popular brands. Adds Soni: “ ‘Gu’ has been a success for some time and Lily O’Briens new
‘Uglies’ are a fun and tasty addition. So far our scones and Rodda’s Cornish clotted cream are going down like hot cakes and through working in consultation with our suppliers, we have been able to improve our style as well as
introduce new products. We like to fly themed meals to tie in with occasions, such as the Royal Wedding with our love hearts and now look forward to coming up with a few new ideas for the launch of routes to Vancouver and Cancun later this year.
www.onboardhospitality.com 39
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