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Sunclass Airlines Innovates Onboard Catering Amid Airport Competition

Sunclass Airlines Innovates Onboard Catering Amid Intensifying Airport Competition
Sunclass Airlines, a prominent operator in Scandinavian leisure travel, is overhauling its onboard catering strategy in response to mounting competition from airport food outlets and evolving passenger preferences. The airline, which primarily operates charter flights connecting Nordic travelers to warmer destinations across Europe and beyond, faces shifting market dynamics and operational challenges that demand a fresh approach to inflight meal services.
Responding to Changing Passenger Behavior and Market Pressures
Tobias Ögren, head of inflight product and catering at Sunclass Airlines, points to a significant decline in pre-order meal uptake, attributing this trend to the expanding and increasingly assertive food offerings available within airport terminals. Passengers, often utilizing mobile applications, are more inclined to purchase food at the airport and bring it onboard, thereby challenging traditional airline catering models. “The offerings from the airports are getting bigger, and they are also getting more aggressive with their communication,” Ögren explains.
In response, Sunclass is focusing on enhancing the value and variety of its onboard menu. Internal testing indicates that pre-booked meals are frequently more affordable and convenient than airport alternatives, a message now central to the airline’s pre-departure communications. This strategy aims to reclaim market share from airport vendors, particularly in major hubs such as Chicago O’Hare, where competition among carriers like United and American Airlines is especially fierce.
Innovation and Collaboration as Strategic Pillars
Innovation lies at the core of Sunclass’s renewed catering approach. The airline is experimenting with lighter, more flexible meal options—including burgers, kebab rolls, and pizza slices—that reflect popular terminal choices. Industry events such as the World Travel Catering and Onboard Services Expo (WTCE) have become vital platforms for Sunclass to explore new products, engage with suppliers, and address operational challenges. Ögren emphasizes the value of these gatherings: “We’re trying to challenge [airport catering] by looking into new meal alternatives that passengers might find in the terminal. That’s where I think the show [WTCE] is very good, because you get new ideas and can meet up with new potential suppliers who can assist you.”
WTCE has also fostered direct collaboration with partners, exemplified by a meeting with Marfo that resulted in the creation of a bespoke onboard burger, now a staple of Sunclass’s light meal offerings. “It can sometimes be that straightforward,” Ögren reflects, highlighting the importance of face-to-face industry engagement.
Beyond menu innovation, Sunclass is exploring new revenue streams, including a revamped buy-on-board program inspired by serendipitous encounters with emerging brands at WTCE. These initiatives come at a critical time as the broader foodservice industry contends with rising labor costs, supply chain disruptions, and increasing pressure to reduce waste—factors that directly affect airline catering operations.
As Sunclass navigates these complexities, its efforts to align onboard offerings with changing customer expectations and operational realities underscore the airline’s commitment to maintaining competitiveness in a rapidly evolving travel environment.

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