31-5-2023 (SINGAPORE) Goh Choon Phong, the CEO of Singapore Airlines (SIA), has admitted that the airline could have handled the rollout of paper food boxes and the removal of appetisers more effectively. He addressed the concerns raised by customers regarding the paper boxes for economy class meals, which were introduced as a trial on selected medium- and long-haul flights in March.
After facing criticism about food standards and the presentation of meals, the airline has decided not to proceed with the initiative “for now”. Goh explained that the rationale behind the paper boxes was to offer a wider variety of “comfort food” that was not previously available in economy class, such as laksa and mee siam. The boxes were designed to retain moisture and heat, ensuring that customers could enjoy the food as it should be served. The management team had also tasted the dishes before the trial and found them to be of good quality.
However, SIA received significant feedback from customers expressing their dissatisfaction with the paper packaging during the in-flight service. Some customers perceived the move as cost-cutting and believed it made the airline appear “cheap”. SIA clarified that the paper boxes actually cost more than the current disposable plastic casserole dishes. Goh acknowledged that the airline should have been more attentive and comprehensive in considering how the paper packaging would be perceived by customers.
SIA will continue to use paper food boxes for economy class meals on short-haul flights under three-and-a-half hours, as introduced in 2020. However, the trial for medium- and long-haul flights will not proceed further.
In addition to the paper food box issue, Goh also admitted that SIA could have been more responsive in bringing back certain food items, such as appetisers and bread rolls, that were removed during the pandemic. He acknowledged that the airline could have acted more promptly to meet customer requests. Some items that were initially removed from the meal tray due to operational and supply chain reasons, as well as to reduce food waste, have been reinstated. This includes the reintroduction of cheese and crackers, as well as muffins for continental breakfasts.
Starting Thursday, SIA will reintroduce appetisers for all economy class meals on medium-, long-haul, and ultra-long haul flights. This applies to flights lasting three-and-a-half hours and above. Bread rolls and butter will also be served with economy class meals on short-haul flights, along with a main course and dessert.
An SIA review conducted before the pandemic revealed that many customers did not consume the appetisers and preferred a more substantial main course. As a result, the appetisers were removed, and a larger plastic casserole dish was introduced, increasing the weight of the main course by an average of 30 percent. However, as travel resumed, customer feedback indicated a desire for the return of appetisers and a fuller meal tray during the flight. Goh emphasized the importance of acting promptly and learning from the experience.
Despite the criticism received, Goh emphasized that SIA must continue to innovate. He acknowledged that any innovation carries risks and may not always achieve the desired results. However, the airline remains committed to listening to customer feedback and taking decisive actions to meet their requirements.
Goh concluded by stating that organizations must learn and adapt along the way. SIA aims to ensure that customer feedback is valued and acted upon promptly, prioritizing customer satisfaction and making the necessary adjustments when required.
