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One of the premium set menus (photo: SAS / Simon Bajada)

Premium dining for SAS Go in long-haul

SAS Go passengers on long-haul flights will be able to pre-order a “carefully selected and brand new” premium menu from November.

Passengers flying economy in SAS Go on long-haul flights will soon get a chance to upgrade their on-board dining experiences by pre-ordering premium menus, the airline has announced.

Aiming to “further enhance the personalisation of the airline’s on-board experience”, SAS says the initiative is also in line with developing the next generation of travelling and is a part of its environmental and sustainability work.

Prices for the premium set menus start from SEK 190 / NOK 190 / DKK 150 / €19 / US$23. Pre-ordering can be done when booking a flight or at a later stage via the My Bookings page.

“We believe true travellers wish to add that little extra element to their flying experience,” the airline says in its explanation about the move.

SAS Go passengers on long-haul flights will be able to pre-order a “carefully selected and brand new” premium menu from November.

“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,” claims Karl Sandlund, executive vice president commercial.

There are four premium set menus, featuring “original fresh dishes, including a seasonal starter, main course and dessert, as well as a choice of two drinks from a listed selection”.

The cutlery and glasses are exclusively designed for SAS in partnership with top Scandinavian designers, the airline adds.

Food waste
Pre-ordering is also environmentally sustainable, SAS says, as it helps the loading of fresh food to be more accurate, minimising food waste and weight on board.

In its explanation for the decision to open up the fine dining option to passengers flying economy, SAS points to trend analysis and forecasts showing that demand for tailor-made travel experiences, and pre-ordering has grown and is predicted to increase even further.

The move follows its introduction onto short-haul flights in 2016. 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 those of 120 minutes or longer, doubling the number or flights with pre-order options. Pre-order is now offered on around 80,000 SAS flights per year, with the airline expecting demand to grow.

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