Complimentary edibles on flights are back, thanks to what the industry is calling "snackvertising," a win-win-win-win for flyers, airlines, advertisers, and the company that makes it all possible.
The other day, I was half-asleep on a one-hour USAirways flight from Boston's Logan airport to D.C. Reagan National, when I heard the voice of a stewardess walking down the aisle offering snacks to passengers. You're dreaming, I told myself, there is no such thing as complimentary snacks on flights. Then I made out the crisp rustle of not just one, but many potato chip packages. I was suddenly wide awake in time for the stewardess to thrust, not only a baggie, but a veritable snack box into my lap.
Malnourished air commuters, your dream is now reality. USAirways has teamed up with the marketing company Air Advertainment to provide snack boxes to passengers. The vessels contain "premium snacks," -- more than your average peanut baggie -- that cost nothing for the passenger. Free food! But, how?
Way back when, airlines offered complimentary treats on flights, ads or no. But in the last 30 years, and especially in the decade after 9/11, the largest air carriers faltered and amenities disappeared. (Absurd fees popped up, too.) When food reappeared, it came with a price tag. Now it comes with a sponsor.
Matay wouldn't disclose to me how exactly USAirways saves money. Presumably it costs the airline something to provide the snack boxes, whereas not providing snacks cuts costs. But as Matay explained, even if they have to spend a little money it's worth it to "enhance their offering to their passenger." That is, assuming most passengers don't mind their cookies with a side of creative branding.
Image: Airline Trends
* This post originally stated that the offer was $50 off of a $300 purchase. We regret the error.
We want to hear what you think about this article. Submit a letter to the editor or write to email@example.com.