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Contemporary service
When Delta Air Lines wanted a contemporary look to its service ware, it turned to gategroup.
Delta Air Lines was looking for a new solution to enhance its brand in international economy class service following its merger and integration with Northwest Airlines. The airline invited deSter, gategroup’s producer of onboard service ware, to redesign the entire tray set-up that is placed before passengers on long-haul intercontinental services.
“Delta had several objectives for the new design,” said Keith McGrath, deSter’s Regional Sales Director, The Americas. “Among them were an enhanced brand image, a positive impact on passenger satisfaction ratings and ease of service delivery for its flight attendants. In addition, the airline wanted an environmentally friendly solution and one that would be cost neutral.” gategroup’s Marketing team organised a concept development event with participants from Delta’s Onboard Services and Procurement departments, and representatives from deSter and sister gategroup brands Pourshins (supply chain), Supplair (off-airport meal assembly), and potmstudios (design). The purpose was to review the competitive landscape and brainstorm product and service innovations. The full range of product options were on the
table and the team carefully considered all- disposable or all-reusable items, and a combination of the two. The airline settled on a new reusable tray with a non-skid surface that
eliminates a paper mat, resulting in weight, material and handling savings. For meal services deSter is providing disposable dishes and lids in varying sizes to accommodate salads; hot or cold meal entrees; shrimps and fruit for Asian routes; and the utensils
pack
containing the plastic cutlery design called “Simplicity”. The tray features a wood-grain finish
for a natural look and all containers and lids are customised to offer a contemporary, top- quality product. Design of the various elements creates a pleasing overall look, and placement on the tray enhances the natural flow and optimises use of available space. Additionally, the gategroup team developed
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