SAS Go travelers will be able to upgrade their dining
experience by pre-ordering premium menus on long haul flights,
from November 2018 onwards.
Travelers will be able to choose from four
freshly prepared menus. Each is a ‘Premium set menu’, featuring
original, fresh dishes, including a seasonal starter, main course
and dessert, as well as a choice of two drinks from a listed
In addition, the cutlery and glasses offered alongside
these menus are exclusively designed for SAS, in partnership with
top Scandinavian designers.
Karl Sandlund, Executive Vice President
Commercial comments, “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. SAS always strive to be at the forefront of innovation and
to pioneer the next generation of travelling, and we are glad to
introduce carefully selected and brand new premium dining
experiences for our passengers on our long haul flights.”
Trend analysis and forecasts currently show that
the demand for tailor made travel experiences and pre-ordering has
grown and is predicted to increase still further going forward. In
response to this trend, SAS’s pre-order concept is being
introduced onto its long haul flights, following its successful
introduction on short haul sectors.
As well as delivering a personalised service,
pre-ordering is also a part of SAS’ environmental and
sustainability work, helping the loading of fresh food to be more
accurate, minimizing food waste and weight on board.
Karl Sandlund said, “Our new premium pre-order
concept has been introduced in response to trend data and customer
feedback. A pioneering concept in the travel industry, our vision
is to continuously develop and explore new ways to make life
easier for our travelers, by offering innovative and desired
SAS introduced pre-order on short haul flights
in 2016 and the concept’s popularity has grown since launch. 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 previously flights of 120 minutes or longer, doubling
the number or European flights with pre-order options. Pre-order
is now offered on a total of approximately 80,000 SAS flights per
year, with SAS expecting demand to grow as it works to further
improve and expand the offer.