Monarch - Fly My Meal

Monarch - Fly My Meal

Many airlines have been experimenting with co-creation campaigns in which the general public creates, or has a say, in the development of new products and services. For example, in the field of inflight catering, Cathay Pacific a few years ago held a ‘The Art of the Desert’ contest in the USA in which it asked its Facebook fans to come up with an Asian-inspired dessert, snap a photo of their creation, and submit it online for voting. The winner then had her dessert served on the airline’s flights out of North America.

Meanwhile, ANA currently lets its social media fans on Facebook, Twitter and Weibo vote on which meal they would like to see added to the Economy Class menu, with the most recent voting round receiving over 6,000 votes in total.

In the UK, leisure carrier Monarch and its onboard partner Alpha LSG this summer are calling on children to enter their Fly My Meal competition, the winners of which will have their say on Monarch’s new kids’ inflight menu.

The competition asked kids local to each of Monarch’s six UK bases to submit a photo of themselves holding a handwritten description or drawing of their favourite meal. Closing date for entries was on 3rd August 2014.

Two children from each region have been chosen to attend an official tasting session in London on 13th August. There, they will taste-test a shortlist of dishes created by Alpha LSG’s head chef from competition entries nationwide, before deciding the final menus for Monarch’s onboard meals served to over 19,000 children every year.