Special Report
Sourcing the Sauce
Alaska Airways has earned a great reputation for its locally sourced and fresh Buy on Board meals. Jeremy Clark catches up with the airline’s J. David Rodriguez, manager of onboard retail programmes, at ARC in London
There is an old adage that declares that in life ‘you get what you pay for’. Unfortunately that can’t always be said for food purchased onboard airlines. A lot is being done to rectify this as the BoB model matures and airlines realise that this is not just an opportunity to earn revenue from a captive market, but also reflects on the perception of the airline by the passenger. In the US the BoB model has evolved faster than elsewhere. This is largely the result of most airlines turning onboard service into a desert (that’s desert, not dessert!) from which the BoB model had to grow.
One airline, however, has chosen to use this opportunity to make a statement about its commitment to customer service through an innovative inflight F&B service policy. Alaska Airlines’ manager of retail programmes J. David Rodriguez explained how ‘local sourcing’ of products, with the accent on taste and nutrition, has resulted in great success.
The airline has tried, where possible, to locally source items aboard its extensive network of 80 or so destinations. But what about cost? David admits there are challenges, not just in cost, but also in maintaining consistency. Not easy when dealing with local, and often small quantity, suppliers. However the benefits have been well worth the effort and David happily declares that on some routes
“Alaska Airlines has tried, where possible, to locally source a significant number of items on board”
there have been improvements in sales of up to 70%.
So what do you get for your money? The accent across the airline is on product from the Pacific Northwest where obviously Alaskan salmon is used but nowhere is the local policy better represented than in the First wines. They currently include Sagelands’ Vineyard Freddie’s Red Blend and Chardonnays called Butterfield Station and Rockcliffe plus Radius Red – all from West Coast vineyards.
And Economy has not been neglected. Coffee is obviously Starbucks who, together with Boeing who make the plane, are local lads. The food for sale features ‘Northern Bites’ food-for-purchase options and a hot, fresh meal on almost every flight longer than 2½ hours.
Breakfast features scrambled egg, chicken and apple sausage and a warm Belgian waffle with apple compote. For later flights there is chicken fettucine Alfredo served with warm garlic bread. Either cost a reasonable $6.
Shorter flights offer a cheese and fruit platter featuring local cheeses such as Beechers’ Tillamook Cheddar. Hawaii flights offerings include grilled teriyaki chicken and stir-fried vegetables on a bed of sticky white rice. If it all tastes as good as it looks then, for the price, this style and level of service can only enhance Alaska Airlines’ already high quality product to passengers. And by sourcing the sauce locally, they are also supporting local economies. At the risk of including too many puns, that has to be the source of success!
www.onboardhospitality.com 45
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