SAS Expands Premium Pre-Order Dining to Long Haul Flights

SAS Go travelers will be able to upgrade their dining experience by pre-ordering premium menus on long haul flights, from November 2018 onwards.

Travelers will be able to choose from four freshly prepared menus. Each is a ‘Premium set menu’, featuring original, fresh dishes, including a seasonal starter, main course and dessert, as well as a choice of two drinks from a listed selection.

In addition, the cutlery and glasses offered alongside these menus are exclusively designed for SAS, in partnership with top Scandinavian designers.

Karl Sandlund, Executive Vice President Commercial comments, “Our new tailored pre-order concept is part of our strategy to strengthen our on board service, delivering innovative and personalised services that we know our customer value. SAS always strive to be at the forefront of innovation and to pioneer the next generation of travelling, and we are glad to introduce carefully selected and brand new premium dining experiences for our passengers on our long haul flights.”

Trend analysis and forecasts currently show that the demand for tailor made travel experiences and pre-ordering has grown and is predicted to increase still further going forward. In response to this trend, SAS’s pre-order concept is being introduced onto its long haul flights, following its successful introduction on short haul sectors.

As well as delivering a personalised service, pre-ordering is also a part of SAS’ environmental and sustainability work, helping the loading of fresh food to be more accurate, minimizing food waste and weight on board.

Karl Sandlund said, “Our new premium pre-order concept has been introduced in response to trend data and customer feedback. A pioneering concept in the travel industry, our vision is to continuously develop and explore new ways to make life easier for our travelers, by offering innovative and desired services.”

SAS introduced pre-order on short haul flights in 2016 and the concept’s popularity has grown since launch. In 2017, day and evening options for pre-order in SAS Go was extended to include a choice of 11 meals, leading to demand growing by 25%, totalling 120,000 meals served per year.

In 2018 SAS extended the option to pre-order from day and evening menus on flights in Scandinavia and Europe, extending the service to all flights with a minimum of 80 minutes, reduced from previously flights of 120 minutes or longer, doubling the number or European flights with pre-order options. Pre-order is now offered on a total of approximately 80,000 SAS flights per year, with SAS expecting demand to grow as it works to further improve and expand the offer.

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