Given that Thai Airways had to halt operations during the COVID-19 pandemic, the airline is now launching essentially an in-flight menu restaurant. The company has transformed the canteen at its Bangkok headquarters into an aircraft-themed eatery and so far the endeavour has been successful. From aircraft seats to furniture that is made from old aircraft parts, the pop-up dining spot is authentic. Thai Airways is now even considering expanding its in-flight menu restaurant to some of its other offices in the city.
It seems that many are missing the experience of in-flight food—although such dishes don't necessarily have the best rep—and are flocking to the pop-up. Around 2,000 meals are served to diners each day/
In-Flight Menu Restaurant Pop-Ups
Thai Airways Welcomes Guests for Dining Only During the Pandemic
Trend Themes
1. In-flight Menu Restaurant Pop-ups - Establishing in-flight menu restaurant pop-ups could be a disruptive innovation opportunity for airlines during the pandemic.
2. Authentic Aircraft-themed Dining - Creating authentic aircraft-themed dining experiences can attract customers looking for unique dining experiences.
3. Reimagined Airline Spaces - Transforming airline spaces into dining spots provides an opportunity for airlines to generate revenue during flight disruptions.
Industry Implications
1. Aviation - The aviation industry can explore in-flight menu restaurant pop-ups to diversify revenue streams and enhance customer experiences.
2. Hospitality - The hospitality industry can capitalize on authentic aircraft-themed dining to attract customers seeking novel experiences.
3. Restaurant - The restaurant industry can collaborate with airlines to create unique in-flight menu restaurant pop-ups as a new revenue stream.