The question "May I get you something to drink?" can often spark a panicky fear in some people's hearts. The decision to choose amongst a bevy of beverages is often too overwhelming. They'll stammer a quick, "Uhhh...no thank you" before immediately regretting their answer. Once out of the decision spotlight, they'll calmly reflect on how refreshing an icy cup of ginger ale would taste, and why they just didn't think of it in time. Perhaps this case of indecisiveness doesn't affect that many. But for the 0.05% of population that it does (myself included) there is an answer to our tentative prayers.
On Februray 1st, Southwest will unveil the new Inflight Menu. After months of planning, pruning, and practice, the laminated 6x12 menu will be debuting in the 137 seatback pockets of each and every red-bellied warrior (i.e. our Boeing 737 jet.)
Wondering what kinds of complimentary inflight beverages we offer? What spirits might you partake in? What snacks are offered on long-haul flights? Wonder no more, as all your answers may now be found on the menu. (Confession: the menu has always been in the back of our inflight magazine, Spirit, but it was sometimes hard to locate amongst the many witty articles and Sudoku games wedged in between.)
The idea for an inflight menu took many minds, and many months. Any time a new product is added to our aircraft, it must go through vigorous tests for approval. All in all, the marketing team met with Aircraft Appearance, Purchasing, aircraft cleaners, Inflight communication, and even the FAA.
Fun fact: our inflight magazine Spirit always has the same number of pages each month. Why? Planes are subject to strict weight standards, so each and every item on board (even a mere magazine page) must be accounted for. Luckily, the menu was light enough that it wasn't a problem.
Besides the standard listing of complimentary beverages, a signature special drink will appear quarterly, which will feature a sponsored alcoholic beverage and mixer. For instance, this quarter will offer the 'Cranapple Blast' (a mix of Finlandia vodka and Cranapple juice.) The Spirited Selects section mentions the upcoming free drinks to commemorate special events or holidays happening in that specific quarter. Look for special Valentine's and St. Patrick's Day drinks on the house (provided you're 21 and up, of course) when you fly on those holidays. The Southwest Scoop section of the menu will give you a hint of what to expect in the Southwest skies--new cities, new beverages, big events...anything's possible.
Notice a pattern yet? All sections of the menu start with an "S." It's no coincidence--six months of planning makes for one very streamlined menu.
The menu will be changing quarterly, so be sure to check it out each time you're on a Southwest flight. And remember to have those credit cards ready--our Cabin has been Cashless since last Fall.
Comments
Are Southwest drink coupons booklets still available at ALL airport ticket counters and if so, can someone tell me how many coupons are included and how much they cost? For some reason, I can't find this info in the FAQs. Thanks.
How can you trust the crew with keeping the plane in the air and not trust them with your credit card?
-elliot
http://www.tripcart.com
How can you trust the crew with keeping the plane in the air and not trust them with your credit card?
-elliot
http://www.tripcart.com
I was just told that free flights earned with the Southwest Rapids Rewards Visa do not include free drink coupons. Is this correct?
Janet, to quote Lilly Von Schtup from Blazing Saddles, "It's true, it's true, it's really true" that you can buy drink coupons at the ticket counter.
Is it true that I can purchase drink coupons at SWA ticket counters??
Just flew from MHT - PHX last night. Loved, loved, loved the menu. Great idea and well executed.
As a fellow marketer, it would be great to hear if it ended up driving more sales or if the real goal here is efficiency in the ordering process.
I love this idea for several reasons. First, the page number in the Spirit magazine changes from month to month and I don't have to think, "What's the page number?" Many aren't going to search the magazine anyway, even if they are told the page number. Over the years I've been amused by people asking, "What do you have?" and after I've named every drink say, "I'll have a Coke." This has prompted me to answer, "Make a wish." Root beer? Make another wish. By the third wish they seem happy! Having a featured drink adds a festive note for our fun travelers. I love the scanner, which also prints receipts. Asking for change when some are trying to sleep is embarrassing. When people understand they can purchase the coupon books, and not be a member of Rapid Rewards, I hope they will prefer this method.
Thanks to everyone for the feedback, photos, and creative suggestions. I will definitely pass them on to Marketing. Keep 'em coming! (I myself ordered a hot cocoa for the first time this weekend, thanks to the new menu.)
I, personally, like the idea of the menu. It gives customers the ability to find it quickly without having to thumb through the magazine. I often passed up drinks just because I didn't want to deal with trying to figure out what airlines offered. Because of this menu, I may partake in "spirits" a little more often while in flight.
Sean--thanks for posting pics of the menu! It gives everyone a nice visual.