Normally, the first thought someone has about airplane food is negative. But Air Asia is looking to change that perception by launching its own fast food restaurant, Santan, which means coconut milk in Malay. They’ll be featuring in flight food options to show that airplane food is not bad at all and that it’s even competitive to other QSR options. If all goes well, Air Asia will be successful in turning the image of soggy, tasteless airplane food, and familiarize future travelers with their food. To embrace the idea of providing accessibility to people from all cultures, Santan will have a wide range of menu, including Halal options. This concept of an airline jumping into the food space is not new. in 2017, Air New Zealand had a pop up in London called “This is How We Fly,” which showcased a high end menu that consisted of lamb with minted peas and salt roasted crushed new potatoes with mint jelly. While it was mostly a PR stunt, this brought the concept to consumers’ minds that their luxury and airplane food can indeed go together.
Air Asia is leaning into changing perception of a negative part of their business to elevate their brand and people’s experience. This shows that brand image and perception heavily impacts purchasing power. How can Jack work to use the brand’s voice to connect with consumers beyond the LTOs?
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