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Air Canada Launches On Board Restaurant Service

Travel News Asia 31 July 2003

Starting tomorrow, Air Canada will offer reasonably priced, restaurant-quality meals in Hospitality Class on select domestic flights. Air Canada is the first full service Canadian carrier to offer onboard meals for purchase, a new service that is likely to resonate well with customers, according to the airline's recent surveys and in-flight testing.

The airline said that the on board meal service tested positively both in terms of appearance and pricing when presented to frequent flyers in focus groups held in major Canadian markets in early July. In addition, during testing of the new service on regularly scheduled flights on July 11 between Toronto and both Winnipeg and Halifax, customers purchased nearly all of the meals boarded on the test flights.

"We look forward to providing tasty, reasonably priced meals that offer choice, value and flexibility for our customers' money," said Brad Moore, Senior Director, In-flight Service. "Based on the encouraging reaction of those who have participated in testing to date, this service will be a key element of Air Canada's plans to pursue innovative ways to enhance our customers' travel experience."

The new onboard restaurant service will initially be available on flights between 1 hr 45 and 3 hr 30 between Toronto and: Charlottetown, Halifax, Thunder Bay, Winnipeg, Saskatoon, Regina, Saint John, Fredericton, Deer Lake and Gander, as well as between Montreal and St. John's, with the potential to expand throughout the carrier's North American network. The airline is teaming up with Swiss Chalet, Montana's Cookhouse, Milestone's and Kelsey's to offer fresh, tasty, value-priced hot and cold meals and hearty snacks priced starting at $7 to replace current complimentary meal and snack service, where it is offered.

Non-alcoholic beverage service in Air Canada's Hospitality Class and meal and beverage service in Executive Class service remain complimentary. Meals and snacks will initially be sold on a cash-only basis and receipts will be provided. Complimentary snack and meal service will continue on all other domestic flights.

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