Adapting menu design during the pandemic

The Challenge

With the pandemic the recommendation of most governments and health institutions was to reduce contact as much as possible.

Due to this, with our customers who could still fly we needed to eliminate all paper brochure menus onboard, with limited space in the menu due to size of download (MB), we needed a fast way for the passengers to download the e-menu seconds before take-off.

Our Approach

Our team of category experts reviewed the range data and promotional strategy leaving only the most exciting and profitable products. We then changed the menu design to a two-page menu and implemented a QR code that was placed into the boarding pass. On top of this, a QR sticker that was placed on all seats inviting all passengers to download the menu before take-off.

With this, a new process was implemented so crew and passengers have the least possible contact whilst buying; as well as regular hand sanitising, only one crew member handles money and cards and the other products. The crew gives all passengers who make a purchase hand sanitiser before the sale and all the food and beverages are given in a tray whilst money is placed in another tray. For the passengers who did not download the e-menu, we placed two acrylic menu holders on all service trolleys for the crew to show passengers and disinfect after.

The Outcome

This new digital menu, which was downloaded mostly via QR code, allowed us to show passengers the exciting range we had created and gave the crew a visual tool to sell. We wanted the menu to be quick to download as boarding time is short and lightweight to avoid consuming too much mobile data (in countries where mobile data is not cheap and is very limited). Having the new digital menu also allowed us to act quickly when adding or delisting products and modifying prices.

Tags: Case Studies | menus

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