In the Cabin, Food May Matter More Than Frequency

Food is not a side note in the cabin

When people talk about airlines, they usually start with route maps, seat pitch, punctuality, or frequent-flyer benefits. In my view, that misses one of the most immediate parts of the experience: what passengers are actually offered to eat and drink once they are onboard.

What struck me is how strongly food can shape the memory of a flight. A good meal does not just satisfy hunger. It makes the journey feel considered. It gives the impression that the airline thought about the passenger beyond the basic act of transport. That can matter just as much on a short regional hop as it does on a longer journey.

I have noticed that when an airline lets travellers select meals in advance, or gives them a clearer choice onboard, the whole experience feels more personal. That sense of control can translate into a stronger overall impression of the airline, even before one thinks about the service flow, the cabin design, or the schedule.

Customisation is becoming part of the premium signal

In-flight dining is no longer just about whether food is served. It is increasingly about choice, flexibility, and the ability to tailor the experience.

That is why I think customisation matters. If a traveller can pick a meal ahead of time, or if the airline offers more than a generic default, the product feels more deliberate. Even small options can change how the flight is perceived.

This is especially relevant in markets where travellers are comparing not just price, but comfort and polish. A menu that feels more thoughtful can become part of an airline’s identity. It helps create a sense that the carrier is trying to differentiate itself through service, not just through branding.

Riyadh Air is already showing how far food can go

Recently, I have seen more attention around Riyadh Air’s onboard food offerings, and that attention is telling: it sits inside a wider push to win GCC travellers before Europe.

One detail that stood out to me was an ice cream bar being served onboard. I have not often seen that kind of item on a plane, and it immediately made the experience feel more memorable. It is a small example, but it illustrates an important point: distinctive food can create conversation, and conversation is often how a new airline starts building a reputation.

That does not mean every meal has to be elaborate. It means the airline appears to understand that passengers notice the details. They notice whether the food feels generic or considered, whether the options feel limited or flexible, and whether the onboard experience gives them something to talk about after landing.

A meal may not be the only reason someone chooses an airline, but it can be one of the clearest reasons they remember it.

Why this matters for regional travellers

For travellers within the Gulf and beyond, aviation competition is increasingly about whether a journey feels worth repeating. If an airline can make a flight feel more comfortable, more personalised, and slightly more premium through something as simple as food, it can build loyalty in a practical way.

I think that is where the opportunity lies. In-flight dining may not change the economics of aviation on its own, but it can strengthen the emotional side of the product. And in a market where many services are technically similar, emotional differentiation matters.

This is also why I think food should be discussed alongside broader service design. A strong menu is not just a catering issue. It is part of the airline’s promise to the passenger. It signals whether the carrier wants to compete on experience, not just on transport capacity.

What airlines may learn from this

The lesson is not that every airline needs to serve luxury-style meals. The lesson is that passengers notice whether an airline has made an effort.

A few practical implications stand out:

• Advance meal selection can make a flight feel more personal.
• Distinctive menu items help an airline stand out in memory and in reviews.
• Better food options can reinforce the sense that the carrier is premium, even without a full luxury product.
• Small details can influence whether travellers recommend the airline afterwards.

In my experience, this is exactly the kind of factor that gets underestimated. People may book a flight for the route or the price, but they often judge the journey by how it feels. Food sits right at the centre of that judgment.

The bigger point

What I find most interesting is not simply that airlines are improving menus. It is that in-flight dining is becoming a more visible part of competitive strategy.

For newer carriers especially, the cabin is a stage. Every touchpoint matters. If the food is memorable, customisable, and better than expected, it helps build the sense that the airline is serious about service.

That is why I think the meal on a plane can be much more than a meal. It can be a signal of ambition, a marker of brand quality, and one of the easiest ways to turn a routine flight into a better experience.