FOCUS ON DHL To infinity and beyond
You will recall the fanfare that accompanied the news of DHL’s arrival into the airline catering market. Jeremy Clark goes behind the scenes to see how it all works
comments ranging from “It won’t last” to “I wonder how that will work?”. At first glance, the unaware may have seen this
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like a Toy Story plot with characters from another world ‘having a go’ at a challenge to see how well it works. It is, after all, three years since their emergence into the direct catering market, but ‘having a go’ is quite definitely not the case. DHL, as you would imagine, is highly organised and very focused, so this attention to planning and forward thinking is deeply rooted in the company’s strategy. In fascinating discussions with DHL’s vp global airline business solutions, Chris Jackson; Ollie Baker, vp passenger gateways and Dorothy Burton, inflight product manager, I was given insight into their planning and processes and how DHL Airline Business Solutions will make its mark.
“If DHL can’t get the right thing in the right place at the right time, no-one can”
One of the first myths to dispel is the notion that DHL is all about just moving boxes around. Indeed, DHL is best known for its big yellow lorries, but this is a complex and multi-faceted company with vision way beyond its public perception. Sure, DHL is essentially a logistics company and the airline solutions division builds on this sound base. If DHL can’t get the right thing in the right place at the right time, no one can. No, the focus here is on the way DHL Airline Business Solutions is tuned into airlines’ wants and needs. “It’s about the food”. DHL has fully understood that hospitality from the end user’s perspective is all about food and service. Some airlines have never lost sight of
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www.onboardhospitality.com
hen DHL announced its move into airline catering there was considerable sceptimism with
this while others had temporarily forgotten. As the ability to compete levels out, especially in the areas of price and comfort, service is the new battleground. So hail in the ‘Food Innovation Council’ which has been set up specifically so DHL can offer existing and potential clients an innovative new service to help improve their brands.
Following the BA success, and the integration of Two Sisters’ associated activity into the fold, DHL is equipped with a growing team who make up the overall strategic group. This Food Innovation Council is a part of this. As Chris Jackson pointed out: “It’s about choice. We want to be able to offer customers as free a choice as possible in constructing their onboard product. We make no demands or conditions and the cost chain is fully open so we can, together, identify where and how to apply or save cost to the best advantage of the overall product”. This ‘freedom’ approach is bound to please airlines who may, in the past, have felt constrained by caterers. In recent times, they
DHL Airline Business Solutions
“Offers a fresh approach to airline catering and ‘above the wing’ expenditure by providing innovative and visionary end-to-end solutions through an engaging business relationship. We aim to enhance the flight experience of our airlines’ customers by creating value and enabling our clients to better invest cost savings.”
www.dhl.co.uk
have been sourcing from suppliers themselves, but why should they? An airline is supposed to be in the business of flying folks from A to B, not assessing terrines or tasting sandwich fillings. That is supposed to be the caterer’s role and, indeed, was in the Good Old Days. DHL happily pays no heed to such matters; it is evolving what Oliver Baker refers to as the ‘virtuous circle’ whereby openness, collective and constructive collaboration, deliver an overall improved product at a better cost. Not rocket science you would think but, in reality, and in todays’ evolved climate, no mean feat at all.
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