Everyone knows the feeling comfort food invokes. A warming, homely sense of reassurance knowing that what you’re about to eat will not only taste good but also make you feel good.
It’s the kind of food you probably ate as a child or treat yourself to when you’re stressed or emotional. So it’s interesting to see the rise of comfort food being served on airlines across the world, especially in Premium cabins.
One airline jumping on this trend is Delta Air Lines, which recently launched a partnership with High Street burger chain Shake Shack for its First and Business class cabins.
“Using historical data on meal preferences collected from thousands of flights, we’re able to track general trends and customer feedback to deliver an excellent dining experience that’s fresh, consistent and tailored to what customers are asking for,” says Stephanie Laster, Managing Director of Onboard Services, Delta Air Lines.
The Shake Shack cheeseburger features a 100% Angus beef patty, topped with cheese and served on a toasted potato bun. It can be customised to create the signature ShackBurger and features chips, Caesar salad and dark chocolate brownie.
“A delicious cheeseburger is an iconic comfort food. Our customers know that, which is why burgers are one of the top ordered menu items we offer, and we’re thrilled to elevate that offering with Shake Shack,” adds Laster.
Feels familiar
The trend towards inflight comfort food reflects the broader shifts in consumer behaviour and changing expectations of passengers. The emotional connection to food can be very strong. Airlines are honing in on this by offering meals that evoke feelings of familiarity and comfort, helping to create a more relaxing environment in what can sometimes be a stressful setting.
Etienne Bruwer, Regional Executive Chef, UK, at dnata Catering & Retail, says: “There’s a trust and appreciation for comforting items in everyday life and food is right up there on the list. With travelling being as demanding as it is, the trend towards comfort food just makes sense.”
When it came to making the Shake Shack burger on Delta flights, the two teams worked together to find a way to emulate the same quality of product served on the ground. “This process was extensive and included Shake Shack training our kitchen staff and sharing cooking instructions – down to detailed preparation procedures for each of the burger components and the cooking tools that should be used,” explains Laster.
Also flipping burgers is United Airlines. It teamed up with celebrity chef Jeff Mauro to create a burger for its Economy passengers. The United x Jeff Mauro ‘Honey G Cheeseburger’ is Angus beef seasoned with Mauro Provisions Black Powder Rub, topped with Jeff’s Honey G Pepper Relish, Taylor Street Cheese Sauce and provolone on a sesame bun.
Aaron McMillan, Managing Director of Hospitality Programmes at United Airlines, says: “For years, one of the most popular for-purchase meals has been our cheeseburger. So we wanted to make something even more delicious for our passengers who enjoy a cheeseburger onboard and potentially catch the eye of customers who haven’t yet tried it.
“When we reached out to Jeff, he was excited about the opportunity to collaborate with United and the two sides immediately got to work creating the cheeseburger. Since launching in December, customer feedback has been positive and we’re exploring what’s next.”
Gary McDowell, Head of Food, Innovation and Development at Deli Lites Ireland, believes comfort food taps into a sense of “newstalgia”, elevating familiar flavours with a touch of indulgence – something that passengers are increasingly looking for.
“Consumers are also becoming more in tune with sustainability, recognising certification logos such as B Corp as markers of responsibility and quality,” says McDowell. “Knowing that comfort food is made with responsibly-sourced ingredients adds a layer of trust, contributing to the feeling of comfort.”
Nostalgic treats
Although some passengers, especially those in Premium cabins, may be more accustomed to dining in five-star restaurants, sometimes all people want is a nostalgic treat that feels familiar. Robert Smithson, Head of Culinary at dnata Catering & Retail, says: “What we are seeing with Premium passengers is that when they reach the comfort of the aircraft they just want food options that are familiar and satisfying for their onward journey.”
While Premium passengers are often associated with higher expectations and a desire for luxury, comfort food works as long as it’s well executed and uses quality ingredients.
Nele Wallays, Director of Customer Experience at gategroup, says: “Comfort food, when elevated, can meet customers’ need for both indulgence and emotional satisfaction, while fitting into their desire for mindful luxury, authenticity and health-conscious choices. Passengers value having choices. For instance, if I’m an executive flying in First or Business class after a meeting that didn’t go as planned and left me in a bad mood, a comfort food option might be the perfect choice.”
The challenge for airlines is how to maintain a premium feel when serving up comfort food. But how do they do that when they are 35,000ft in the air? Bruwer at dnata says: “The same way the great brasseries of the world do: by following the recipes, using the correct seasonal ingredients, cooking with care and never cutting corners.”
Nicholas Vass, Head of Culinary Excellence, EMEA region, LSG Sky Chefs, adds: “Airlines can maintain quality by using the freshest and most authentic ingredients. Adding that little extra for garnish to add to the look of the dish, or taking that little bit more care to make sure the dish is perfect when cooking and serving – it all helps.”
Simply the best
The key to comfort food is about execution and stirring up emotions. “Travellers are looking for recognisable, memory-provoking foods onboard, food that can take them back to a fond memory of the trip they’ve just been on, a childhood memory, or simply a good meal that tastes great and is simply executed,” says Vass.
“We look very carefully at different aspects of our menus, the routes they’ll fly on, passenger profiles on board in different cabins and the availability of authentic ingredients. Using this data, we can see where we can best provide authentic comfort-style dishes on our menus.”
Vass is always happy to see a simple fragrant curry dish with the right seasonings and complements. But what would be his ultimate comfort food on a flight? “A good burger. A well-seasoned beef patty, a good burger sauce, fresh tomato and lettuce and a well-made bun that doesn’t fall apart when you try to eat it.”
Global tastes
Across the world comfort food means different things to different nationalities. For Japanese customers, it might be sushi made with authentic Japanese rice; for Italians, it may be a perfectly executed plate of pasta; for a Singaporean, it might be a comforting bowl of laksa; for a Brit, classic fish and chips. Showcasing these iconic dishes in an elevated way makes them truly memorable in an inflight setting.
Philipp Dischinger, Executive Chef at gategroup, says: “Comfort food will continue to grow in popularity, but I can see it evolving with creative twists.
“Dishes might retain their familiar appeal while being reimagined with healthier ingredients, regional influences or gourmet touches.”
McDowell echoes this saying: “Premium comfort food is all about quality ingredients, thoughtful presentation and creative twists on familiar dishes. For example, a mac and cheese dish could be enhanced with a truffle topping or an artisanal cheese blend. Paying attention to plating, garnishes and even packaging can elevate the experience.”
Airlines and caterers can also stay ahead by listening closely to passengers and working with suppliers to create menus that feel current. Highlighting provenance and local ingredients delivers a premium feel, as does using seasonal ingredients and promoting sustainability.
Looking ahead, commentators predict that pre-ordering options will become more prevalent as inflight technology advances. Offering passengers a personalised, premium experience where food is fresh and tailored to their individual preferences is key to staying ahead of the curve. Culturally-inspired dishes will blend authenticity with innovation. Dischinger at gategroup believes a revival of “third culture” cuisine, driven by migration and cultural exchange, will add an authentic touch to the journey.
He says: “A future trend will be one that sees a new generation of chefs creating fusion dishes that reflect their multi-layered cultural identities. Millennials and Gen Z consumers are interested in fusion cuisine, boosted by high social media engagement. Think of ramen carbonara, a wafu-Italian dish, Korean BBQ beef quesadillas, red curry risotto with shrimp or kimchi hot dogs – all popular dishes that are comfort food.”
It seems offering innovative dishes that combine elevated ingredients, sustainability and creative flourishes while transporting customers back to a place or a feeling is the key to passengers’ hearts.
