Hawaiian plans to quietly introduce premium meals

By Lori Ranson

Hawaiian Airlines plans is introducing meals for purchase on long-haul flights in addition to complimentary meals the carrier already offers.

The airline last year completed a three-month trial of selling meals, and now is offering various options to customers for $10 on long-haul flights from domestic US markets to Hawaii.

Hawaiian VP of inflight services Louis Saint-Cyr told ATI at the Phoenix Sky Harbor Aviation Symposium last week that the carrier is not advertising for purchase the meals yet.

Saint-Cyr says Hawaiian's cashless cabin that's been in place since 2005 will effectively help the carrier manage demand for buy-on-board meals as the carrier will know immediately "how we are doing", and if the right amount of inventory is present

He declines to give revenue projections based on Hawaiian's test last year.

However, during a panel discussion about buy-on-board United Airlines SVP marketing Dennis Cary said the carrier used to spend $100 million on free food for economy passengers about five years ago. Since transitioning to buy-on-board offerings Cary explained United now essentially breaks even earning roughly $20 million while spending $20 million on the offering.