Trendier service onboard with Scandinavian Direct
In conjunction with its launch of Scandinavian Direct, SAS is changing its
onboard service. There will be only one travel class and all passengers
will enjoy the same level of service.
The change in the onboard service concept, like other changes, is mainly
based on customer surveys carried out by SAS. "Our customer surveys
clearly show that customers want a change especially in short-haul
flights. They want a simplified product for a lower price," says Ulf
Ingnäs, Director Product Management Inflight at SAS Airline. "Frequent
flyers who travel shorter distances want their travel to be as convenient
as possible. They have indicated that they want a smarter, more efficient
"Taking customer preferences and SAS's own cost-cutting requirements as
our guidelines, we developed a new concept for onboard service that is
geared toward shorter flights. The concept will initially be launched on
intra-Scandinavian flights as well as on all domestic fights."
The Scandinavian Direct service concept varies with the duration of the
flight. A key element of the concept is breakfast, which is served on all
flights until 9:30 a.m. "Flight length determines what we can serve
onboard. On a flight that is 50 minutes or shorter, we have a 12-15-minute
window in which to serve a meal. We want passengers on such flights to be
able to have their breakfast without feeling rushed," says Ulf Ingnäs.
Simplicity and variation
The new concept is divided into two periods - breakfast, and all other
times during the day and night. The current service concept is divided
into five periods. SAS is now focusing instead on two concepts that offer
greater inherent variation. "Our frequent flyers often fly regularly at
the same time and would prefer us to vary our range rather than offer
different concepts throughout the day and night," Ulf Ingnäs explains.
"Our menus are inspired by fast-food trends throughout the world. We will
have five different themes - Asian, Scandinavian, Mediterranean, 'fusion,'
and vegetarian. Based on these themes, we will create snacks, sandwiches
Beverages served with meals include juice, water, coffee and tea. Beer and
wine are available on request. This decision is also motivated by customer
surveys and by the extremely small serving window available on short
flights. Most business travelers want fewer disturbances during their
On Friday afternoons after 4:00 p.m., Scandinavian Direct will provide a
feature offering called the "Friday Night Special."
"This might be, for example, 'American Friday,' with hamburgers;
'Italian Friday,' with pizza slices, or 'Danish Friday,' with 'pølse'
sausages, bread and beer," Ulf Ingnäs explains.