Flybe, Europe’s largest regional airline, has today launched its brand new on-board ‘Refuel’ menu that - following customer research conducted earlier this year - features an enhanced choice of good value breakfast, lunch, snacks and beverages with healthier options and produce from much-loved foodie brands all of which reflect the energy and vibrancy of Flybe’s ongoing brand refresh.
The revitalised menu focuses on elevating the airline’s customer experience by creating more quality choice, stand-out service and product delivery. As stated above, ‘Refuel’ has been shaped by customer research conducted earlier this year(1) that confirmed passengers’ desire for healthier, higher-quality products.
Creating a ‘deli in the sky’ feel, with a hand-picked selection of grazing-inspired options, key menu additions include a ‘Tapas Special’ with basil and garlic olives, chorizo, breadsticks, savoury crackers, hummus, Mediterranean vegetable pate and Pimms, and The Food Doctor’s couscous and lentil wholesome pot. There’s also a healthy range of products from Saviour Snacks that before being included in its range are required to pass a stringent two-stage screening process encompassing tests for overall nutritional profile.
Flybe’s head of marketing comments:
“The insight from our research was very clear – only the right choice of on-board food and beverages, coupled with good value pricing, will be enticing to passengers.
“So we’ve listened closely to what our customers said that would like and, as a result, have made some radical enhancements to the menu to meet and hopefully, exceed, the needs of those who choose to fly with us. We have included higher quality produce available from trusted brands such as Dormans, Ndulge, Proper Popcorn and The Food Doctor but without compromising on the overall cost. Price is obviously a huge driver to the overall value of on-board refreshments so we’ve created an extensive range of special deals across the menu to offer additional value.
“We’ve also matched the type of food with the average length of Flybe flights that – as ‘the fastest way from A to Flybe’ is around just 90 minutes. So we’ve targeted the menu around healthy grazing and energising snacks, whilst also incorporating key consumer foodie trends such as the nation’s growing love of popcorn and Mediterranean-style fayre.
“Our ambition is to be Europe’s Best Local Airline of choice. To achieve this, we have to ensure that every step of our customers’ journey is exceptional. I’m confident our revitalised ‘Refuel’ menu will satisfy and meet our passengers’ expectations and become an integral and much valued element of their customer experience.”
Issued by: The Flybe press office: T: 0845 675 0681 E: email@example.com
Notes to editors
(1) A random selection of Flybe customers from across the UK and IE took part in online research
- 51% confirmed pricing is the biggest purchase influencer
- 44% of customers preferred multi-branded ranges, with 36% indicating a preference for healthy options
- 61% of customers are deal driven
Flybe, Europe's largest regional airline – 186 routes serving 16 countries from 93 departure points, 36 UK/57 European airports(2) (all routes on sale July ’14 – Mar ‘15); operates more UK domestic flights than any other airline (UKCAA June ’13 - May ’14) is the largest scheduled airline by air traffic movements at Belfast City, Birmingham, Exeter, Inverness, Manchester and Southampton airports (UK CAA May ’14); operates 70 aircraft – 45 Bombardier Q400, 14 Embraer 195 & 11 E175; codeshares with BA, Air France, Etihad, KLM; has two franchise partners, Loganair and Stobart Air and was Amsterdam Schiphol’s Airline of the Year 2012 Europe.
(2) Flown under the Flybe brand (27 routes/13 airports exclusively served by Flybe’s franchise partner, Loganair: and six routes and five airports exclusively operated by franchise partner, Stobart Air)