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Flybe revamps in-air food offering

Flybe revamps in-air food offering
18 Jul 2014

Recently, airline Flybe asked customers about sky-set dining, and it has now used that research to shape a new in-flight menu.

Just days ago, the airline brought out this new food offering, known as Refuel.

The idea is that the menu has a deli-style feel. It features grazing items such as a couscous and lentil pot from The Food Doctor and a Tapas Special, which features chorizo, olives, crackers, breadsticks, Mediterranean vegetable pate and hummus, all served with Pimms. Meanwhile, several Saviour Snacks items are on the menu, too.  

Overall there are enhanced, good value lunch, breakfast, snack and drink options to choose from.

Flybe - which is the biggest regional airline in Europe - is in the midst of a brand revamp, and says its menu choices reflect its new image.

“The insight from our research was very clear – only the right choice of on-board food and beverages, coupled with good value pricing, will be enticing to passengers," explained Martin Smith, marketing director for the airline.

Flybe listened with care to the views of customers and enhanced its menu radically in order to meet and, it is hoped, surpass their needs, he said.

The revamped menu features better quality produce from a range of trusted brands, and doesn't compromise on cost, he explained. Price represents a big driver of on-board refreshment value, so Flybe has brought in many special deals to make the menu even better value, he went on.

“We’ve also matched the type of food with the average length of Flybe flights that – as ‘the fastest way from A to Flybe’ is around just 90 minutes," he said.

In the Flybe research that influenced the menu, 51 per cent of customers said price is the main thing that influences whether they purchase and 61 per cent were driven by deals.

Meanwhile, 44 per cent like multi-brand ranges and 36 per cent like to have healthy options, according to the stats.ADNFCR-408-ID-801736120-ADNFCR

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