CEO Goh Choon Phong acknowledges customer feedback and promises faster reactions to improve passenger experience.
SINGAPORE: Singapore Airlines (SIA) CEO Goh Choon Phong has admitted that the airline could have handled its trial of paper food boxes and the removal of appetisers better, acknowledging the strong customer feedback it received on these changes.
In a press statement on May 30, Goh addressed the backlash surrounding the introduction of paper food boxes for economy class meals, which were launched in March as part of a trial on medium- and long-haul flights. The initiative was intended to offer a wider variety of “comfort food,” such as laksa and mee siam, in containers that could retain moisture and heat. However, following customer criticism regarding the perception of using paper packaging, SIA decided to halt the trial and not proceed with the initiative for now.
“We learnt a lesson. It’s not just how good the food may taste, but also the perception of using paperware during the inflight service,” Goh said. While the airline had thought the boxes would offer more variety to its customers, the public backlash suggested that the paper packaging came across as a cost-cutting measure, even though it was actually more expensive than the current plastic casserole dishes.
Reflecting on the decision, Goh admitted that the airline should have “paid more attention” to how the change would be perceived. “We were really thinking about increasing varieties and bringing in things that we couldn’t have done before,” he explained, emphasizing the goal of enhancing customer offerings.
While the trial for medium- and long-haul flights has been discontinued, paper food boxes will continue to be used for short-haul economy class meals, a system that was introduced in 2020 and remains in place.
“Could Have Reacted Faster” on Appetiser Removal
In addition to the meal packaging changes, Goh also addressed the criticism surrounding the removal of appetisers and bread rolls from economy class meals during the pandemic. Some customers had requested the return of these items, and Goh acknowledged that SIA could have responded more quickly to these demands.
“If you ask me, could we have done better? I believe we could have reacted faster,” Goh said, adding that the airline had taken longer than necessary to restore the missing items. Some items that were removed due to operational and supply chain issues, such as cheese and crackers and muffins for continental breakfasts, will now return, starting Thursday.
Moreover, appetisers will be reinstated on medium-, long-haul, and ultra-long-haul flights, alongside a bread roll, main course, cheese, crackers, and dessert. Short-haul flights will also see the return of bread rolls and butter, in addition to the main course and dessert.
While SIA initially removed the appetisers due to low consumption and to reduce food waste, Goh said feedback from customers showed a preference for a fuller meal tray, leading to the decision to bring the appetisers back.
A Learning Experience for Innovation
Despite the criticism, Goh emphasized that SIA must continue innovating to improve its services, even if some experiments do not meet expectations. “Any innovation carries a risk of not achieving the intended results. But if it doesn’t work, we must be willing to do what’s right by the customers, and that’s exactly what we’ve done,” he said.
Goh stressed that the airline is committed to acting decisively based on customer feedback and learning from its experiences to improve passenger satisfaction moving forward.
