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Message Short-Haul In-Flight Food Service In June 2002, SAS launched a new cost-conscious single-class program for domestic flights in Sweden, Norway, and Denmark. Branded “Scandinavian Direct,” the new initiative offers passengers a simplified and convenient yet genuine Scandinavian travel experience. The core of the new in-flight experience is the meal service. Providing quality food and beverage service on short flights, while maintaining ambitious menu variations and high-quality standards in both product and service has always been a significant challenge for shorter flights. The focus of IDEO’s work was to rethink how food and beverage service could be packaged to optimize the experience. IDEO approached this challenge by understanding the needs of all stakeholders involved in the meal service experience including the passengers, crew, and catering facilities. Insights and inspiration were drawn from a global survey of food packaging and the informal character of street food. Working collaboratively with SAS crew, management, and top Scandinavian chefs, new packaging concepts and menus were prototyped and tested with frequent travelers in a simulated aircraft interior. From the passenger’s perspective, the packaging concept which emerged from IDEO’s efforts is a container that is easy to open and presents the food in a fresh and clear manner. It also helps passengers manage their space and easily capture trash when closed up after the meal. For the crew, the packaging represents a secure and easy to handle container that can be inspected, closed and collected in a simple and predictable fashion. For the catering facility, the package is designed with a variety of component sizes to accommodate different meals at different times of the day ranging from a cold Scandinavian-style breakfast and Spanish tapas-style meal to an American hamburger. http://www.ideo.com/work/short-haul-in-flight-food-service/