07/09/2023 (Malaysia) - Malaysia Airlines faced a flight catering crisis last week, drawing criticism from industry experts who believed better planning could have prevented the embarrassment. Observers noted that Malaysia Airlines should have prepared for the transition after the contract with Brahim’s Food Services ended. Economist Carmelo Ferlito of the Center for Market Education emphasized the importance of effective business planning and the readiness of a new supplier to step in seamlessly.
Former Land Public Transport Commission official Wan Agyl Wan Hassan suggested that Malaysia Airlines could have stockpiled meals for the transition phase or temporarily partnered with alternative caterers. Roughly 20% of the airline's flights were delayed on September 1 due to in-flight catering issues, leading to passenger complaints on social media. The airline's owner, Malaysia Aviation Group, had previously announced the contract termination with Brahim’s and the activation of its "business continuity plan" for meal services on selected routes.
Ferlito stressed that Malaysia Airlines, amid growing competition, couldn't rely on its privileged position and that a tarnished reputation would negatively impact its financial health. Wan Agyl pointed out that the airline represents the nation's flag internationally, impacting the country's brand and image. He highlighted the significance of how a company manages transitions and resolves issues in defining its reputation and customer trust.
Ultimately, proactive communication with passengers regarding changes to their flight experience is crucial, as trust is challenging to establish but easy to lose. Consistent disruptions or problems can make passengers reconsider their loyalty to the airline.