Abstract
Airline food has been the subject of jokes for decades. In a bid to find out what possible alternatives exist for domestic coach class airline passengers, the researchers proposed quick-service foods as a possible solution to this dilemma and analyzed textual data to provide potential answers. A group of frequent flyers was asked to express their views on (1) current airline food, (2) quick service foods, and (3) the addition of quick service food to airline meals. The emergent themes, comments and suggestions of the study participants are presented in this article. The results show that frequent flyers are concerned about the quality and quantity of current airline food. Quick service food, although viewed as unhealthy and limited in variety, was seen as a more desirable option over current airline meal offerings.
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