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 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.
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.
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?
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.
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*
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