Qantas targets customers’ stomachs as competition heats up in the domestic market

Faced with tougher competition from a cashed-up Virgin Australia, Qantas is looking to lift its game on the food front with a shake-up of what’s on offer on domestic flights.

Qantas is seeking to restore its position in customers’ hearts via their stomachs, with the addition of almost 70 new items to its menu on domestic economy and business flights.

The shake-up of in-flight catering comes days after Virgin Australia announced the world’s best airline Qatar Airways was taking a 25 per cent stake in the carrier to help it compete more effectively in the Australian market.

In an apparent bid to remind travellers Qantas is the “only domestic airline” to offer complimentary food and beverage and Wi-Fi in economy, the flying kangaroo said a “refreshed dining experience” would be rolled out throughout October.

The new products will increase the choices available at breakfast, morning and afternoon tea, lunch, dinner and supper.

Among the new additions in economy class are a macadamia granola slice; farmhouse crackers with whipped feta dip and carrots; focaccia with chorizo, pesto and bell peppers; cottage cheese and spinach samosas; and triple choc brownie cookie.

Business class travellers can expect smoked salmon bagels; miso glazed chicken salad; and dark chocolate sour cherry fondant cake.

Additional in-flight meal offerings for Qantas domestic business class passengers.

Old favourites such as Lindt balls will continue to be offered to customers, who ploughed through over 2.8 million of the chocolates in the last year.

The changes follow on from another menu revamp in May, that saw Qantas add more hot items to its selection on flights lasting over two hours.

As well as mixing things up a bit menu-wise, Qantas said customers could also expect to see a “continued focus on more sustainable food packaging on board”.

“Qantas continues to collaborate with suppliers and transition to more sustainable options,” a statement issued by the airline said.

It was also noted that Qantas was the “only domestic airline” to offer complimentary food and beverages, baggage and on-board Wi-Fi on its Boeing 737s and A330s in economy.

Qantas shares took a battering immediately after the Virgin Australia announcement, falling from $7.49 to $6.98 but have since showed signs of stabilising.

Meanwhile, the Australian Competition and Consumer Commission has revealed it has been notified by Qatar and Virgin about their potential deal but is waiting for further details.

An ACCC spokesman said the watchdog would “consider the impact on competition by both the acquisition of 25 per cent of Virgin Australia and the proposed co-operation between the airlines”.

“Details of any public review will be posted on our public register,” he added.

The Foreign Investment Review Board would also need to sign off on Qatar’s significant involvement, which will come with at least one board seat at Virgin Australia.

Virgin was bought by US private equity firm Bain Capital in late 2020 after going into administration that year as the Covid pandemic erupted.

Originally published as Qantas targets customers’ stomachs as competition heats up in the domestic market