You don't need to fly to eat airline food

As pure online retailers have started experimenting with offline channels, some airlines are also taking the in-flight traveler experience to the ground.

One of the areas where this happens is food. Traditionally the challenge was for airlines to bring on-board an eating experience that was as similar and as enjoyable as that that can be had on the ground, but why not try do it the other way around?

Newcastle-upon-theair

Newcastle-upon-theair

This is what Thai Airways did recently, with the plan to take on-board menus to Bangkok restaurants, and what British airline Jet2.com is doing in the Northern English city of Newcastle, where it has one of its main bases.

The experiment consists in setting up a "pop-up aircraft cabin" next to one of Newcastle's markets. Passers-by had the chance to seat in some reclining airline seats and sample some of the dishes that are served on-board of Jet2.com aircraft, for example, Chicken Tikka Masala, one of the favourites among local travelers, as well as Thai Beef Curry and Moroccan Vegetable Tagine.

No need to say tasters were served by a couple of real Jet2.com crew in full uniform!

We do have tasty food on-board too!

We do have tasty food on-board too!