Virgin Australia is promising its new premium and “buy onboard” menus will be accompanied by cheaper business class and economy airfares as it settles into its mid-market niche.
The Qantas competitor will be feeding premium customers its new business class selection from today (March 25) and slugging economy travelers for a new “buy onboard” economy menu.
The business class menu is a step down from Virgin’s previous premium effort but the carrier is hoping the combination of a plated meal and cheaper ticket prices will prove a drawcard for budget-conscious premium passengers such as those working for small to medium enterprises (SMEs).
READ: Rex challenges Qantas on Sydney-Canberra.
Virgin reduced business airfares by up to 20 percent last November and promises another review by mid-year will deliver to travelers even better value and accessibility.
Business-class travelers will get two menu choices on every flight from a menu that will be rotated bi-monthly.
The initial business class menu includes dishes such as smashed avocado and crumbled feta on sourdough for breakfast as well as a Turkey, brie and fig jam sourdough melt served with cheese and crackers for lunch.
Dinner includes a lamb and rosemary pie with feta mash, an antipasto plate with prosciutto and a chocolate cake.
Available across both lunch and dinner will be pumpkin and prosciutto salad as well as halloumi and quinoa salad, although the latter sports an antipasto plate and a chocolate cake with dinner.
Those flying at the front of the plane also get free Australian white, red and sparkling wines as well as local craft beers and a selection of spirits such as Gordon’s Gin and Johnny Walker Red Label scotch.
Premium passengers wanting to avoid alcohol can choose from premium tea, coffee, juice and sparkling water.
“Our new Business Class menu and service design is high quality, relaxed, uncomplicated and exactly what our guests and team members have told us they want,’’ Virgin chief executive Jayne Hrdlicka said.
“I’m really proud of what we’ve delivered.
“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.”
Those looking for a wrap or sandwich will find the initial “buy onboard” menu disappointing but Virgin is promising a great range of items later in the year when travel demand picks up.
The menu concentrates on chips, nibbles, noodles and cheese and crackers but there are savings for buying multiple items — $A2 for two items through to $5 for four.
Grant Burge wine will cost a hefty $12 while beer ranges from $9 for a Great Northern brew to $11 for a Balter XPA.
Sprits top out at $10 for Johnny Walker Black but generally cost $8.50 plus $3.50 for a mixer.
Tea, coffee and water are free for economy passengers.
The airline says it opted for the buy onboard menu after “significant time spent with consumers and Virgin team members”.
Hrdlicka said it was a case of extending passengers’ ability to choose what they eat and drink.
“By removing snacks that aren’t valued by our guests we’re able to structurally reduce airfares making it even cheaper to fly,’’ she said.
“We’ll continue to offer complimentary tea, coffee and water on all flights and the opportunity for guests to purchase their favorite menu items at a reasonable price.’’
