Among the “big three” European airline groups, Air France-KLM has been by far the most generous with its included offerings in short haul economy. Both Air France and KLM have offered complimentary drinks (including beer and wine) as well as snacks in short haul economy, in contrast to International Airlines Group (IAG) and Lufthansa Group.
In recent times, we’ve known that both Air France and KLM have been trialing changes to inflight service in economy. We’re now seeing permanent changes made, as KLM has just announced plans to switch to a buy on board model in economy, though fortunately there will still be some complimentary offerings.
In this post:
KLM reduces free drinks & snacks in short haul economy
Starting in October 2026, KLM will introduce a new onboard service concept on European flights, called Grand Cafe KLM. Under this new concept, the airline will be introducing a buy on board selection for both food and beverages, so that passengers can purchase a variety of items.
Passengers will be able to pre-order from a larger selection of items, or alternatively, will be able to purchase items onboard, based on availability. While the full menu hasn’t yet been published, we’re told that we can expect everything from poke bowls, to caesar salads, to salmon egg wraps, to yogurt with fruit and seeds.
On a complimentary basis, KLM will continue to offer coffee, tea, water, orange juice, and a stroopwafel. Even with these changes, KLM still has a more extensive complimentary offering in economy than its competitors, including British Airways, Lufthansa, SWISS, etc., which have more or less eliminated free service in regional economy.
However, there’s no denying that this will be perceived as a negative change by a vast majority of customers, as KLM currently offers a rather substantial snack, plus free beer and wine, on short haul flights. I recently took a two hour flight on KLM in economy, and I was shocked they had two separate drink services, and I was offered a little snack with each. How delightful!
The way KLM is communicating this is disappointing
Personally, I think this change on KLM’s part is perfectly fair, when you factor in competitive dynamics. What bothers me is the way that it’s being communicated. I frequently criticize Lufthansa Group for the extent to which it gaslights its customers, and this has a very similar tone.
Look, I would imagine that a vast majority of customers would view this change as being negative. After all, only a small percentage of customers actually make buy on board purchases on short flights within Europe, and most people prefer more free stuff, rather than less free stuff. Is that something we all agree on? If you don’t, please do let me know in the comments section. That’s not to say the airline shouldn’t make the change, but I don’t think this is something that most customers will celebrate.
However, based on this announcement, you’d think this is the greatest passenger experience development we’ve ever seen. KLM claims “this new concept further strengthens the warm and hospitable experience we strive to provide,” and that it is “the next step in enhancing the European travel experience.”
Hilariously, the airline is claiming that it’s “responding to a broader trend among European full-service airlines and to travelers’ growing desire for more choice and flexibility.” Okay, so KLM is claiming that it was behind and being customer unfriendly by offering these things for free? And really British Airways is the customer experience innovator, by cutting these things first?
Maybe I’m just from a different planet, but I don’t get it. Do the marketing folks write this kind of stuff because they think people will believe it, or just because they’re trying to convince themselves of something?
Am I the only one who would rather be communicated to honestly? Yes, this change will absolute increase the number of options passengers have access to. By all means highlight that. But let’s be honest that this is a response to the competitive environment, rather than something being done to make the experience better.
Bottom line
As of October 2026, KLM will be updating its service concept on intra-Europe flights, in economy. The airline will go from offering a complimentary (substantial) snack and free beer and wine, to offering a much more limited selection of complimentary items, with additional food and drinks for purchase.
Even with these changes, KLM is still significantly more generous than most competitors, so it’s hard to be too mad about the changes. The thing I really take issue with is the communication here, claiming that this is an “enhancement” and “strengthens the warm and hospitable experience” the airline aims to provide.
What do you make of KLM’s intra-Europe service “enhancements?”
I love how this blog usually sides with airlines when they screw passengers over. Cut back on snacks in economy. No problem. Just communicate it better. Maybe someone is trying to get a job working as press secretary for trump
As a Dutch guy who frequently flies Amsterdam-Barcelona and often does the steep discount 99-149 Euro checkin upgrade as well when available, I see zero reason now to choose KLM. I also feel like airlines just do not get the concept of competitive advantages anymore for some reason.
Basically the choice from Schiphol was usually Vueling where you get nothing, tight legroom and (often) ¨shut up and take your seat¨ style uninterested service which is...
As a Dutch guy who frequently flies Amsterdam-Barcelona and often does the steep discount 99-149 Euro checkin upgrade as well when available, I see zero reason now to choose KLM. I also feel like airlines just do not get the concept of competitive advantages anymore for some reason.
Basically the choice from Schiphol was usually Vueling where you get nothing, tight legroom and (often) ¨shut up and take your seat¨ style uninterested service which is kind of common in Spain, Transavia which is a bit more cheery but very low-cost.
Then KLM if often was only max 30 Euro extra, often less, you used to get (that first one was already ended in 2025) not only normal hand luggage, the ability to choose at least at check-in your favorite seat and the ´decency´ of them still providing full bar and a sandwich and above average friendly crew.
Business class before Covid, yes same chair but it was like a flying restaurant, you used to get a hot dinner on evening flights. Now even that is reduced to a box I could have bought at an airport shop.
I just don´t understand where they see themselves competing on anything, almost no Dutch person is going to pay for almost exactly the same experience on EU flights because of the KLM logo.
This is about as likely as assuming Americans choosing a US flag carrier for leisure holidays, even if more expensive and when offering less or the same thing, out of a sense of patriotic duty
I fly KLM all the time and see this as a big positive. While I agree most won’t view it this way, for me personally I do welcome the added choice and hopefully better meals.
The current offerings are absolutely dreadful and if adding a couple bucks for food to a flight that otherwise already runs into the hundreds of euros these days (for 2 hours in the air) creates a meaningfully better experience,...
I fly KLM all the time and see this as a big positive. While I agree most won’t view it this way, for me personally I do welcome the added choice and hopefully better meals.
The current offerings are absolutely dreadful and if adding a couple bucks for food to a flight that otherwise already runs into the hundreds of euros these days (for 2 hours in the air) creates a meaningfully better experience, I’d say that’s a good deal.
Sure it would be better to get it for free, but that’s not the world we live in today and then I’d rather have it ‘good’ than ‘free’. Though if it is ‘good’ remains to be seen…
It's never any good. Passengers aren't prepared to pay for buy on board so it gets downgraded to crisps and other shelf-stable items, which hurts sales even more and makes improvements even less likely.
I'd love to share your optimism. In reality, we'll go from hospitality where are hosts and customers are guests, to Lufthansa-like angry Helgas fighting credit card machines, hoping they will be able to reach your row before they have to conclude service. And if you hope for food on KLM being good, well, good luck with that.
It's quite easy. They are saving money by downgrading service and try to sell it as an improvement. KLM is really bad if it comes to both hard and soft product and is losing loyalty members at a high rate.
No or crappy wifi, no morefood service, tight seats and high prices will run down the profitability as platinum or higher will switch to either low cost carriers or to real top-performing airlines that...
It's quite easy. They are saving money by downgrading service and try to sell it as an improvement. KLM is really bad if it comes to both hard and soft product and is losing loyalty members at a high rate.
No or crappy wifi, no morefood service, tight seats and high prices will run down the profitability as platinum or higher will switch to either low cost carriers or to real top-performing airlines that are not more expensive.
So all in all a stupid move by Rintel. She will not be around for much longer i guess.
I will not miss the KLM sandwich one but - never did work out what the filling actually was (the label wasn't a clue) and I love Dutch food (the people and country too).
I much prefer BA and AF but sometimes going KLM via Schiphol makes sense even if its main purpose is to lose baggage and allow you to get in your daily steps.
What do you mean about label not being clue? There's always a full ingredient lists (printed on the side) :) Usually it's Beemster cheese with some spread (some of my favourite rotations were pesto or pepper), occasionally replaced with cream cheese or egg salad.
While it's not official info yet, several reports from people on FlyerTalk indicate that Flying Blue Platinum and above will receive one complimentary food item and one beverage from the menu. The same was the case during the trial runs on selected routes. If so, there's at least one segment of passengers for whom this is a major improvement.
That would be akin to United's 1Ks getting a complimentary snackbox in Economy on mainline flights. After repeatedly 'dying on the waitlist' (even with PlusPoints), I had enough Takeoff, Tapas, and Recline boxes in the Exit Row to never want them again.
Is it really an improvement? It's just stuff we received previously (okay, more meal choices but that's it), but at the expense of much slower service. My main issue with BOB wasn't the lack of complimentary items but how it changes the entire service flow on board.
In Europe, if you are ok with a higher fare but decent food included, business is the way to got.
In Economy, I'd rather pay for decent food than having a substandard snack "included" so that I have a choice of not eating, or eating before / after the flight if I want to.
If I pay 20$ for a sandwich on board or at the airport doesn't make that much of a difference.
The problem is that Business on KLM absolutely doesn't include "decent food", in fact the infamous Wanderboxes have been a meme on FlyerTalk for ages.
Ok good point. I guess my take was more general than specific to KLM, but you're definitely right that not all European business class products offer decent food.
When flying KLM business, I always ask to be served a sandwich from economy instead ;)
Doesn't a business ticket on inter-Europe KLM come with lounge access? Given the short fly times typical of such routes, is a solution to eat in the lounge if you fly business?
The KLM lounges are almost protein-free zones. It's hard to assemble anything like a decent meal from what's on offer there.
Trying to look at it from the other side:
Just like you, I'm a huge avgeek, obsessed with all things inflight service. I used to say the exact same thing ("free service is better!"). But non-avgeek friends changed my mind. They were traveling on one of the lounger European routes KLM offers, and they were really hungry. The only food option was a small cheese sandwich that didn't do the trick. Imagine you don't even...
Trying to look at it from the other side:
Just like you, I'm a huge avgeek, obsessed with all things inflight service. I used to say the exact same thing ("free service is better!"). But non-avgeek friends changed my mind. They were traveling on one of the lounger European routes KLM offers, and they were really hungry. The only food option was a small cheese sandwich that didn't do the trick. Imagine you don't even like bread, or cheese, then there's nothing to eat for you on this flight.
With a buy-on-board meny, you can choose: how hungry am I? Do I want something sweet or savory? Customers have much more choice on airlines with a buy-on-board menu than on an airline with service "included". And yes, you have to pay. But if airlines want you to pay, they'll try to get meals on-board that are worth paying for, to avoid you from buying food at the airport.
So maybe it is a move to enhance customer service after all?
@ Nico -- You're absolutely right that on some longer flights it's nice to have the option to buy food and drinks. However, a majority of the regional network is made up of very short flights, where only a small percentage of passengers make a purchase.
Yes, this change is good for some, but I would be willing to bet anything that a vast majority of passengers surveyed would be against this change.
"Substantial snack", that's only true if you love banana bread
I think Ben was referring to the sandwiches. The banana bread was indeed disgusting, but that's only served on morning flights after a night stop (+ as a second snack on select longer flights).
I would agree that the marketing spin is really frustrating. But in the grand scheme of things, what percentage of travellers will see/read that? On the move in itself, I actually think it's an ok move. From my point of view those little sandwiches never formed a complete meal and people who wanted to eat would bring their own food (well bought at the airport and very expensive). So yeah it's a cost cutting move,...
I would agree that the marketing spin is really frustrating. But in the grand scheme of things, what percentage of travellers will see/read that? On the move in itself, I actually think it's an ok move. From my point of view those little sandwiches never formed a complete meal and people who wanted to eat would bring their own food (well bought at the airport and very expensive). So yeah it's a cost cutting move, but keeping some level of service is a good middle point I believe.
FrenchKev -- "But in the grand scheme of things, what percentage of travellers will see/read that?" I hear you, most people won't read it. But I'm not sure that's a justification for just outright lying? If anything, isn't that all the more reason not to spin it, and to just be honest?
I'm disappointed, although it's still better than LH and BA. I only hope that the BoB options are edible, at least the LH ones are disgusting.
KLM can't even serve edible food in business, I wouldn't get my hopes very high.
Didn't BA reintroduce complimentary water and light snacks on Euro Traveller routes, though? I could've sworn I got a bottle of water and some pretzels in Euro Traveller.
Yes they have. Still less stuff than what KLM is going to offer, but it clearly shows how successful the switch to BOB has been for them and other legacies. The difference being that other legacies at least switched to BOB when fares were low and competitive with LCCs, not when they sky high and still climbing.
Remarkable that marketing teams keep using evasive rhetoric with negative changes. Even a casual reading of HBR would tell you it goes against every well studied best practice which says to be honest with the changes and the reasons behind them.
Because HBR is full of s***.
HBS grads are the consultants behind all this project including the implementation.
Ben, did you see the story about the President escaping Turkey by hiding in an airport catering cart after the NATO summit last month? Yikes. Top story on NYTimes. Aviation related… sorta. *wink*
(Ben did not disappoint. Posted about it this morning.)
Very different "service" concepts around the world, like europe all the big asian / oceana carriers face competition from low cost carriers airasia, cebu pacific, Jetstar etc.
But instead of matching their offering they stuck to a full service model and its worked very well.
Qantas short haul or even regional flights, snacks, beer, wine included.
MH / SQ Singapore to Kuala Lumpur sometimes a flight time of under 30 minutes and they still provide a snack and drinks.
For those of us stuck with the displeasure of flying Qantas, the pitiful offerings are nothing to praise (even in comparison with lacklustre European legacy carriers) because the OVERALL service levels plummeted under the 'leadership' of Alan Joyce (not coincidentally a European!). You should have seen what it was like before Joyce - truly a delight to fly.
This just confirms that KLM is the worst major national airline in Europe.
So much for your SkyTeam affinity, Delta Diamond... psh.
@ FNT Delta Diamond -- Curious how you come to that conclusion when the complimentary offerings are still more than you'll find on LH, LX, BA, etc.?
Go to the lounge in AMS and you'll find out.
British Airways has charged for everything in coach for several years now. Only thing you can get for free - is a very small cup of water - and only offered when asked.
I thought that @BenSchappig would be surprised/disappointed that they didn't offer the blue houses for BOB...
The most insulting part of this is that it happens when the fares are sky-high. Lufthansa at least introduced BOB when their flights were dirt cheap due to the pandemic. KLM is trying to charge me 600€ for a return trip to Frankfurt (in economy!) and at the same time claim that providing the complimentary sandwich would ruin them.
Also, no, this is not the industry standard as some try to spin it. The...
The most insulting part of this is that it happens when the fares are sky-high. Lufthansa at least introduced BOB when their flights were dirt cheap due to the pandemic. KLM is trying to charge me 600€ for a return trip to Frankfurt (in economy!) and at the same time claim that providing the complimentary sandwich would ruin them.
Also, no, this is not the industry standard as some try to spin it. The big 3 has indeed moved to BOB because they're more focused on shareholder value than customer experience, but many small airlines often still provide full service. LOT has recently expanded the complimentary selection on board (incl. beer and wine), and Aegean even serves complimentary hot meals in economy.
Trying to become Ryanair is a bad idea as they fly my route Dublin to Amsterdam. Do not lower your standards to their level or you'll just be the same and be more expensive. Bad road
Paying €600 for a return flight between Amsterdam and Frankfurt is ridiculous.
With or without a sandwich.
If they can pull it off, I’m not blaming them for trying to cut costs. They know they can get away with that.
Umm, Amsterdam to Frankfurt is far better by train… €50-€250, one-way; 3 hours and 49 minutes; runs like every 2 hours; via Deutsche Bahn. Think of NYC-DC or BOS via Acela instead of often delayed CRJ.
Deutsche Bahn does not run every 2 hours. More like every 3.5. If they can be bothered.
Bah! Oh no… just an extra 1.5 hours between trains? Now I must pay 5x to fly KL or LH! Boo hoo..
Exactly, that's the issue with Deutsche Bahn. If they can be bothered ...
...at that point, just take the train?
See, gray gets it! Choo choo!
Honestly they really have no other way to communicate. They do this and most will brush it off as yeah not a surprised, corporate peak, whatever. If they said sorry we have to match competitor and lift profit margins then all the media channels will have field day. They could have toned down the warm and hospitable service part though.
@ RM -- I respect your take, but I disagree. I think it's a really sad state of affairs when one believes "oh, they have no choice but to lie." They don't have to spin this as positive or negative, they can just stick to the facts.
The facts are that they're making changes as of October, the changes give customers more flexibility, and they could cover that even after the changes, they still have among the most inclusions you'll find on any airline in Europe.
Sounds like maybe KLM has borrowed some of Delta’s marketing team with these communications.
Ben, why are you even surprised it’s even spun this way? Of course they’re going to twist this as positive. Name one other airline or company that has clearly and explicitly communicated a negative change as negative. Genuinely, I’d like to know an example.
@aerodro, "Welcome aboard this American Airlines flight!" - how's that?
@ aerodro -- Sure, I have an example. In June when Aeroplan updated award pricing, the program communicated it by writing “we don’t take increases lightly, but they’re sometimes necessary as our underlying costs rise.”
https://onemileatatime.com/news/aeroplan-updating-award-chart-devaluation/
That seems like the obvious way to communicate, but it's all too rare.
Honestly a large majority of KLM European flights are Dutch costumers based in the Netherlands and from what I heard they all hate that piece of bread with cheese. Besides, more people are leaning towards customised options such as vegan food. I hope they don’t start charging premium prices for ryanarish service.
Dutch people are far from a "large majority" on KLM's European flights. They are a significant chunk, yes, but not a large majority by any means.
I mean, with language like that...would KLM prefer that customers unload on FAs who are stuck with the "trial runs" of these "enhancements" so they can't cover up the negative feedback?
I fully realize that they have no real role in setting policy and don't deserve that sort of treatment, but that's the takeaway I get from messaging (gaslighting) like this.
I will miss the cheese sandwich (and I also liked the egg mayo one from some years ago).
Never loved any of the "in between meal times" offerings (banana bread or some pound cake years ago) - and actually won't miss beer/wine.
Race to the bottom continues sadly.
Banana bread is served on morning flights from outstations due to it not needing refrigeration like sandwiches do. The "in between meal times" thing doesn't exist on this side of the pond - anything not overnighting got a sandwich.
If fares come down I get it, but they won't
Fares actually went up on some routes like Zagreb and unlike many airlines they don't remove the basic & light fares with reduced availability - they keep all buckets including basic & light and jack up prices across board so you pay higher for nothing
Cannot Dunk the banana bread into the coffee cup ; it won't fit to Dunk .
As long as the 'stroopwafel' stays complimentary, I'll live.
I mean, with language like that...would KLM prefer that customers unload on FAs who are stuck with the "trial runs" of these "enhancements" so they can't cover up the negative feedback?
I fully realize that they have no real role in setting policy and don't deserve that sort of treatment, but that's the takeaway I get from messaging (gaslighting) like this.
gray, did you mean to comment on my 'stroop' comment, or were you going for a stand-alone? Then again, perhaps, I was gaslighting over those tasty treats... *throws hands up*
I meant to go standalone but the website sometimes acts up on mobile. Sorry!
No worries! Wise of you to note that the frontline workers (FAs) have no control over these changes. I'm sure some of them even spoke up to how this would make passengers upset. Like, they'll still have to complete a service, and maybe the a la carte, charging, etc. is more effort for them. Lose-lose, only beneficial for the management, bottom line, etc.
None of this "package less as an improvement" shocks me. Neither does a reduction in free options in Y. We're moving to a world where "premium" airlines mimic LCC/ULCCs in Y and work the upsell to more premium services. "We" (the collective society) get the product we want (i. e., select at checkout). Airlines respond more than lead. I, BTW, am in EuroBusiness on regional AF/KLM as it only happens as the first or last...
None of this "package less as an improvement" shocks me. Neither does a reduction in free options in Y. We're moving to a world where "premium" airlines mimic LCC/ULCCs in Y and work the upsell to more premium services. "We" (the collective society) get the product we want (i. e., select at checkout). Airlines respond more than lead. I, BTW, am in EuroBusiness on regional AF/KLM as it only happens as the first or last flight in a TATL J reservation. I am always so unimpressed with the meal I get.
Happy to know that you survived 2 hours in economy, @Ben ;)
Let’s also point out that KLM claims that the current complimentary offer remains, and that they are really only adding options, which is a blatant lie. The complimentary offer is being substantially reduced.
You’d think that after quite a few very public rebukes from the advertising standards agency, KLM would’ve learnt their lesson by now. Disappointing, and just downright unprofessional.
I hope the IRS doesn't have similar enhancements.....
IRS is responsive to taxpayers. For 2027, no more tax penalties and interest! Instead, you'll get a free bullet...to your head.
(just kidding, the IRS is nice. No criticism of them.)
“Yowzers!”
The shocker here is that you flew Economy. (laughing emoji inserted here).
Why no economy trip report once in a while?
I detect an economy based theme emerging in these comments!!
haha
I'd love to read an Economy review too every once in a while!