Inflight service has always been an important driver in customer relationship management to meet passenger needs and expectations.
Airlines propose different offerings to passengers: traditionally, airlines have provided beverages and food as part of the ticket price, with duty free sales on international flights. However, some airlines (and in particular low-cost companies) now sell food and drinks on board. The industry is currently looking at offering passengers to pre-purchase their meals on-line. The key word here is constant evolution of the market place, which puts pressure on the underlying catering infrastructure to adapt quickly.
If airlines are going to continuously improve their product offerings then everything should be done to ensure that the product delivery is achieved with minimum cost and maximum efficiency.