Pie in the sky: Virgin Australia unveils new business class menu

Virgin Australia has unveiled a new business class menu featuring crowd-pleasers like smashed avo, pies and more.

Virgin Australia's new business class menu includes crowd pleasers like avo smash, lamb pies and ham and egg burgers.

Virgin Australia has unveiled a new business class menu free of any celebrity chef involvement as the airline strives to reduce airfares further from mid-year.

The new menu of homestyle crowd pleasers such as avo smash, lamb pies and ham and egg rolls will be rolled out to premium passengers at the same time as complimentary snacks are removed altogether from the economy cabin.

Virgin CEO Jayne Hrdlicka said the changes were based on extensive customer research and designed to allow the airline to “structurally reduce airfares making it cheaper to fly”.

Prices in business class had already been slashed by 20 per cent compared to pre-COVID fares, and a further review of premium and economy fares was planned as part of the airline’s move to a “mid-market carrier”.

“We’re continuing to write a new chapter at Virgin Australia and we’re incredibly focused on creating great experiences for our guests,” said Ms Hrdlicka.

“Today we’ve delivered an exceptional business class product and more choice and value for economy guests that we know they’re going to love.”

Lamb and rosemary pies are among the offerings for business class passengers on Virgin Australia from Thursday, March 25.

She said research had found the predetermined snacks served in economy were not popular so in their place, passengers would be invited to peruse a buy on-board menu.

Items available on the menu included noodles, cheese and crackers and chocolate muffins with prices starting at $5, soft drinks from $3.50 and alcoholic beverages from $8.50.

“Today’s customers are more conscious about what they consume than ever before,” said Ms Hrdlicka.

“We like to choose what we eat and what we drink throughout the day – we are simply extending that choice on-board as well.

“We’ll continue to offer complimentary tea, coffee and water on all flights and the opportunity for guests to purchase their favourite menu items at a reasonable price.”

Customer research also shaped the new business class menu devised without the input of chef Luke Mangan who was among the victims of the airline’s deep staff and financial cuts.

Virgin Australia's new business class menu includes crowd pleasers like avo smash, lamb pies and ham and egg burgers.

Ms Hrdlicka said the “high quality, relaxed, and uncomplicated” meals would be served on tableware instead of in boxes, and use locally-sourced fresh produce.

“The launch of our new business class food experience and a commitment to reduce airfares even further by the middle of this year, is a really great example of just how irresistible it is to fly with Virgin Australia,” said Ms Hrdlicka.

The changes represent a significant step up from the lows of administration, during which business class passengers were served 2-minute noodles despite paying as much as $1500 a fare.

Virgin Australia general manager of product and customer Sarah Adam said the new menu “really dialled up the flavours in the food” to provide a very competitive business class experience.

“It’s well known that when you’re high above the clouds you lose some sense of taste and smell so this was a really important factor in designing the new menu so our food not only looks great but tastes great in the air,” said Ms Adam.

“Supporting Australian farmers and producers was another important factor in designing the menu so we’ll have seasonal Australian produce from local producers in dishes throughout the year,” said Ms Adam.

The changes will take effect on-board from Thursday, March 25, although customers who bought economy fares prior to that date will still be able to request a complimentary snack.