It’s not about the product, it’s about how you sell it. That’s my admonition to United Airlines today.
Last week I wrote about United’s decision to trial mandatory “express” meal service on late-night flights to Europe from Washington Dulles. Rather than give customers the choice, United will force everyone, if they care to eat, to accept their appetizer + salad + main course on a single tray.
For these late-night departures, I think that makes sense. Even with earplugs and eyeshades, it becomes virtually impossible to sleep when the cabin lights are turned up and carts are in the aisle making noise. These flights are short enough already and a prolonged dinner service after takeoff disturbs more people than it serves.
Imagine if you are unaware of this policy and step onto a plane. Now imagine you pick up a menu and study the options. A FA approaches you prior to takeoff and says, “Do you know what you want to eat?”
You order and the food is plopped down on your tray table, all on one tray and without explanation, after takeoff. I’d imagine most people would react in this way: “What a cheap meal service on a bad airline. Why do I keep flying on United?”
My Script
Now imagine if FAs instead approached every passenger or pair of passengers like this:
Dear Mr. Klint, welcome onboard this Polaris Sleeper service to Frankfurt. We are pleased to have your onboard with us tonight. In order to maximize your sleep on our wonderful Saks Fifth Avenue bedding, we will be serving an expedited meal service after takeoff, with your appetizer, salad, and main course all on a single tray. Have you had a chance to review the menu tonight? Please let me know if I can offer you any assistance in choosing an entree or if you’d like pairing recommendations for wine with your dinner.
Same meal service, but do you see the difference? What a huge difference a little extra effort makes.
I know FAs have a lot on their mind and don’t have time to gab with every passenger. On the other hand, simple conversations like this will make for happy passengers, who will be more likely to sleep and leave you alone during the flight!
CONCLUSION
Feel free to disagree, but I think a short explanation, similar to what I’ve proposed above, will be the main difference between whether this trial is a success or a failure.
What do you think?
You’re Hired.
Trust me, that’s not what I’m aiming toward.
I think this is a great idea, but it will be poorly executed. British Airways used to (or still does) offer Express Meal service onboard East Coast flights to London, and they advertised eating a meal in their lounges. Dulles (so far) does – NOT – have a Polaris lounge. I think it’s a much better marketing strategy to offer meals in the Polaris lounge OR enjoy express dinning onboard – or you can go straight to sleep.
My corporate clients often maximize their time on the ground, skip the lounge and eat onboard the plane, where express dinning may be useful.
I think your spot on. Be nice. Tell people your doing something different and why. If you present it right I can’t imagine anyone will object.
Even just having a note card on the seat explaining the nature of the service on these flights would mitigate the bad reaction to merely having the meal tray dropped on to your table.
They could just print that on their menus. Preferably in big, bold letters since the business class types tend to gloss over details.
Great idea, but I suspect that even if United adds a suggestion like this to the service delivery, it will be inconsistently executed. Unfortunately I don’t see the “something to eat?” types being proactive. I like Jamico’s and Howard’s suggestions of also either leaving a note card on the seat or prominently displaying what “Express Service” is on the menu.
Courtesy and service. Great ideas in any industry.
I think MeanMeosh is right, and delivery/execution will be woefully inconsistent. Jamieo and Howard’s suggestions make a lot of sense. Make sure the passenger gets the message by making it clear on the menu, and if possible with a welcome card on the seat.
Agree welcome card. Would make a big difference. I like the express service too. Especially from east coast. Just want to eat and lights out.
I try to get 1030pm flight on aa to London. Usually asleep by time plane takes off. Hate a lengthy meal service
For those of you familiar with Changi T3 and the Singapore Air lounges the following should ring true. For years, I have watched unfamiliar business passengers exit the escalator on the second floor and turn into the first Singapore Air lounge they encounter, the Singapore Air Gold lounge. The people behind the desk have no sense of how to “sell” the passenger’s good fortune. They immediately start saying that this lounge is not for the passenger and directing them away. I have watched passengers be confused and even put down because they have no idea that a far better lounge awaits them 30 seconds away, around the corner. I brought this up to Singapore Air but they have not yet incorporated it into their training. They only need to start their “dismissal” with, “Congratulations! As a business class passenger you have access to our better lounge just 30 seconds from here. You will truly enjoy it. Just exit here, make a right and you’ll see it in a few moments. Enjoy!”
Yes. United needs a script to convince passengers that less is actually more.
While I agree they need to figure out how to message this, your script is a bit offi would:
– explain the idea of creating more quiet time
– offer to answer questions
– take order
– offer to make up the bed
Mentioning Saks bedding or offering to pair wines is a bit of an over reach.
Offering to make up the bed is an actual improvement.
“It’s just a sweet, sweet fantasy”
– Mariah Carey
Selling a bad idea in a nice way does not make it a good idea!
If I pay Business Class prices I want Business Class service.
Besides: putting the appetizer and the main course on the same tray does not make any sense. If you eat the appetizer first (as you’re supposed to) you will end up with a cold main course. If you want a hot main course, the appetizer turns into the dessert. Just does not make sense. And I know that why? Lufthansa was (or still is) doing the same thing and I experienced it first hand.
If you want to sleep put on your eyemask, plop in those earplugs, roll down your seat and go to sleep.
Jamieo and Howard’s ideas are much better.
@Alex, I use Express Dining frequently (it is optional currently) on my trans A flights and find it to be lovely. I have a bite of this a bite of that and it’s all good. I usually eat the salad last. Get up and use the lavatory to change clothes, make up my bed and am ready for sleep when everyone else is still eating. The issue comes when the lights are bright and clang of eating is still going on…and no not everyone can handle eye masks etc. I do my best by burying my head under the blanket and using ear plugs but its not the same.