Singapore Airlines' new serviceware stirs up mixed bag of comments

Singapore Airlines' (SIA) trial-run of all-new serviceware has gotten a mixed bag of responses with some saying that the paper serviceware does not spell premium and others calling it cheap looking.

The serviceware, which is said to be available in both economy and premium economy class on selected medium- and long-haul flights, will be available from 1 to 25 March, according to SIA’s Facebook post. The new serviceware is made of forest stewardship council-certified paper and is finished with the distinctive SIA batik look. According to SIA, the design of the new serviceware allows it to retain heat and moisture better than the current casserole dish.

SIA also said, "It also means we can now offer soupy and gravy-rich main courses" and this includes laksa, mee siam and congee on these flight routes. There would be a wider variety of options for medium- and long-haulf lights. 

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While most Facebook users had negative responses to the news, there are also positive comments. One user thought that it is a "great move to sustainability as long as the serviceware serves its intended purpose".

Additionally, another user said that it is good to see the improvement in the new serviceware and SIA's move towards sustainability and who is looking forward to fly with SIA soon. MARKETING-INTERACTIVE has reached out to SIA for a statement. 

MARKETING-INTERACTIVE reached out to Meltwater for some statistics, and the majority of users (45.5%) have a neutral response to the serviceware. 34% of users responded negatively and only 19.1% responded positively. 

Most recently, SIA launched its latest global brand campaign titled “Welcome to world class”. The campaign reflects the airline’s commitment to deliver an exceptional customer experience across the end-to-end travel journey. This is epitomised by SIA’s cabin crew in the 90-second campaign video, which highlights their varied and personal experiences with people and cultures from around the world.

Directed by filmmaker Liz Murphy, the video was filmed in Singapore, Auckland in New Zealand, Barcelona in Spain, Mumbai in India and Shanghai in China. The airline conducted in-depth research to measure its global brand perception, and used the findings to create a campaign that aims to resonate with customers around the world.

Despite the mixed reviews with the serviceware, SIA topped YouGov’s Best Brand Rankings for the fifth consecutive year with a score of 53.5 amidst the evolving business landscape. Last year, the national carrier had a YouGov Index score of 54.9 and in 2020, its score was 60.5. In September, Singapore Airlines also retained the title as the most recommended brand in Singapore for 2022, with 86.6% of consumers saying they will recommend the brand to others. 

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