A proposal for a more sustainable catering service for KL Cityhopper Fairline

Abstract

Reducing the impact of flying is a concern in the aviation industry, especially on the short haul flights. KL Cityhopper (KLC) noticed they create food waste onboard of their European flights because they have a one-fits-all catering solution. They are aware that all back-up food and beverage options brought into the air cause extra weight and extra CO2 emission. They want their catering to have the option to be personalized to the needs of their passenger. This graduation project explores a new more sustainable way of providing a catering service to the passenger for the KLC Fairline.
The internal and external analyses have been done to explore the current aviation catering and the behaviour of passengers; all gave valuable insights. The internal analysis showed that the catering on short haul is not possible to customize in advance. It is a free product provided during the flight and the passengers are not completely informed about what can be expected. While the longer flights have communications and choices in advance for the different types of catering onboard. Next to that, there is limited insights to the actual use of the service onboard. The competitors show in advance what can be expected of the free or paid services, using onboard magazines or websites with short movies. Resulting in insights about specific use per location.
The passengers of KLC are demographically quite different, better to describe them by their needs during the journey. These diverse needs in the passenger travel journey are further explored by interviews, with the focus on the time they spend waiting at the airport.
The future economy catering service of the KLC Fairline should be a brand store at the major airports, so KL can make use of this store too. The passengers can pick-up their own food and beverages and take it with them on the plane. The service will provide more options to fit better with the diverse food and beverage needs of passengers.
The brand store is more sustainable solution because it will remove all catering trolleys from the planes on the short haul, it reduces weight and CO2 emission. The food waste will decrease significantly since the store has a system to keep track of the actual use of the service, further optimization of the service use is possible. The passengers informed of what is possible with the catering using information online, in e-mails and the KL-app.
A roadmap for the KL catering service is made that includes the short, medium and long-haul flights. The steps for KLC from the current situation to the vision service are described, including how the current A La Carte product on the long haul can be extended to the medium haul.