This article originally appeared in The Innovation Issue of APEX Experience.
APEX Insight: Airlines around the globe have realized that serving that coveted cup of joe rivals leg space and on-board entertainment in terms of amenities that attract frequent flyers. Airlines such as Cathay Pacific and Singapore Airlines have partnered with leading coffee brand illy, investing time and resources into developing better coffee programs and maintaining flavor consistency at 35,000 feet.
We’ve come a long way since the days when the DC-3 conquered the logistics of serving the first cup of coffee in mid-air; still, the quality of on-board coffee continues to suffer from major image problems. “Every traveler knows that airlines can’t serve a decent cup of coffee,” wrote Howard Schultz, chairman and CEO of Starbucks, in his 1997 book, Pour Your Heart Into It. But the importance of an in-flight caffeine fix hasn’t been taken for granted, which is why carriers like Singapore Airlines and Cathay Pacific have put extensive time and resources into developing better coffee programs.
Airlines are finally serving coffee that passengers look forward to enjoying onboard.
Back in 2013, Singapore Airlines proudly announced that it was partnering with illy, one of the world’s leading coffee roasters, to become the first airline worldwide to offer illy’s single-origin Monoarabica beans to premium passengers. In February of this year, Cathay Pacific announced that it, too, would be partnering with illy to offer brewed coffee, espresso, cappuccino and other specialty drinks to those in premium class. To develop the specific blend for use onboard Cathay flights, the airline’s catering team worked closely with illy to account for the diminished sensory capacity of passengers at 35,000 feet, discovering that medium and dark roasts offered the best results because of the more robust taste.
Cathay Pacific’s catering team worked closely with illy to account for the diminished sensory capacity of passengers at 35,000 feet.
It’s not just about flavor, though. It’s also about the process. Illy and Cathay Pacific had to create specialized filter pillows to harmonize with existing in-flight brewing processes, a solution that Schultz also detailed in his book when talking about partnering with United Airlines back in 1995. By improving the process and paying close attention to maintaining flavor consistency, airlines are finally serving coffee that passengers look forward to enjoying onboard. And that’s innovation coffee lovers can savor one cup at a time.
