March 12, 2017
Asia’s Cathay Pacific Testing Dine on Demand Business Class Meals

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Cathay Pacific, a  member of oneworld, will start testing dine on demand meals on select business class flights this year. The new service allows flyers to order what they want to eat at any point during the flight, instead of only having the option to eat the main meal shortly after takeoff. The airline is testing out the new service to see if it’s popular among customers and if it’s feasible to roll out to the rest of its long-haul flights.


The meal service will be available on flights operated by Cathay’s A350 from Hong Kong (HKG)-London (LGW) between May 1-May 30, 2017. It will then be tested on Cathay’s 777 operating from Hong Kong (HKG)-Chicago (ORD) between June 1-June 30, 2017.


CEO Ivan Chu Kwok-Leung had this to say:


“We know what the customer wants. We don’t just want to satisfy what the customer wants, we want to lead in terms of what we are looking at – giving passengers more control, enhancing the customer service online and physically when they get on board.”  


Final Thoughts

Several carriers including Qantas and Singapore Airlines already offer similar dine on demand in first and business class. Singapore also allows all their premium passengers, including premium economy, to order special meals online before the flight with their ‘Book the Cook’ service. More options like this for customers are always a welcome change, but I’m not sure how important this improvement is. When booking a business class flight, do passengers really care about the ability to order food on demand when deciding which airline to fly? Airlines offer light-fare options throughout the flight already. I’d personally rather see enhanced food options over the ability to order meals whenever I want. What do you guys think, is dine on demand a welcome feature you’d like to see?