KLM is cutting back complimentary food and beverage service in European economy class this fall, which is disappointing but hardly shocking. What is shocking is the insulting way KLM is trying to convince passengers that getting less for free somehow represents an improvement.
KLM Cuts Free Food And Drinks In Economy, Calls It An “Enhancement”
Starting in October 2026, KLM will introduce a new “Grand Café KLM” service concept on European flights, bringing a wider selection of food and beverages available for purchase. Passengers will be able to pre-order more substantial meals, including items like poke bowls, Caesar salads, salmon and egg wraps, and yogurt with fruit and seeds. Other items will be available for purchase onboard.
Choice is good and I have no objection to KLM selling better food onboard, particularly on longer intra-Europe flights where the current complimentary snack is not sufficient for those with larger appetites.
But that’s only half the story.
Today, KLM economy class passengers on European flights receive complimentary drinks, including beer and wine, along with snacks that can be fairly substantial depending upon the length and timing of the flight.
Under the new model, complimentary service will be reduced to coffee, tea, water, orange juice, and a stroopwafel. Beer, wine, soft drinks, and more substantial food will cost extra.
Of course that’s KLM’s prerogative and represents a competitive pressure within Europe when Lufthansa Group carriers and British Airways have done the same thing.
But please spare us the nonsense about how this is being done for our benefit.
KLM: Pay More, Enjoy Our “Enhanced” Hospitality
Here is how KLM describes the change:
“This new concept further strengthens the warm and hospitable experience we strive to provide.”
It also calls Grand Café KLM “the next step in enhancing the European travel experience.”
I’m sorry, but what?
KLM currently gives folks a nice snack and free liquor. Under the new system, KLM will sell the same thing. And somehow the second scenario represents stronger hospitality?
That’s absurd.
If KLM wants to reduce catering costs and generate additional ancillary revenue, just say so. Airlines are businesses, not charities. I don’t expect KLM to serve complimentary food and alcohol simply because it always has, especially when its competitors do not.
And if KLM wants to point out that passengers will now have access to a much larger menu, that’s fair too. For someone who wants a proper meal, paying for a Caesar salad may indeed be preferable to receiving a complimentary cheese sandwich.
But those two things are not mutually exclusive.
KLM could introduce an expanded buy-on-board menu while retaining its existing complimentary drinks and snacks. Instead, it is taking something away and selling it back to passengers, then presenting the whole exercise as an enhancement to “warm and hospitable” service.
That’s not hospitality…it’s not even clever marketing spin. It’s just stupid gaslighting.
Why Can’t Airlines Just Admit When They Are Cutting Something?
This sort of corporate doublespeak has become increasingly common in the airline industry.
Why does it seem like the marketing department always explains that passengers now enjoy more “choice,” more “flexibility,” or an “enhanced experience” when actual benefits are being cut?
KLM even says it is responding to travelers’ “growing desire for more choice and flexibility.”
How stupid.
I have no doubt some passengers want better food options onboard. But I’d be fascinated to meet the traveler whose idea of greater flexibility is losing a complimentary glass of wine and gaining the flexibility to pull out a credit card for one instead.
There is also something particularly disappointing about seeing KLM go down this road because its complimentary shorthaul service has been one of the things distinguishing it from many of its European competitors. Rather than following its competitors downward, KLM had an opportunity to maintain a modest but noticeable point of differentiation.
Instead, KLM looked at what its competitors had taken away and apparently concluded it should do the same.
That’s a legitimate commercial decision. Just don’t insult passengers by pretending it is an act of generosity.
CONCLUSION
I don’t object to KLM introducing buy-on-board food in European economy class. In fact, I welcome the ability to purchase something more substantial than the current snack.
I do object to KLM eliminating complimentary beer, wine, soft drinks, and more substantial snacks while describing the change as an “enhancement” that will strengthen its hospitality.
This is about cost savings and ancillary revenue, so own it. Passengers will not like the change, but at least they won’t be asked to pretend that paying for something that has, until now, always been free is somehow better hospitality.
As long as they keep those ‘stroopwafels’ flowing…
Did you take that photo of the sandwich on the tray table yourself? I once read that those tray tables have more bacteria on them than the toilets.
Yes, and I was thinking that myself as I looked through my archives this morning for that story.
Imagine the mess the lavatory will be from someone eating a Salmon & Egg wrap. Certain things shouldn’t be available on a flight and this is one of them, stinks before and after, ugh.
It’s called “Marketing Speak” and it’s the scourge of every business in every industry. Not to mention politics. Yet another sad reflection of the world we live in.