How can you shift the positioning of your offering from its most basic utility to its most broad?
Readers of my book Slingshot: Re-Imagine Your Business, Re-Imagine Your Life and of my blog know that the airline industry is one that I frequently cite as brimming with untapped potential to enrich the lives of customers — ranging from passenger reward and incentive systems to ready made innovations to the rise of the cuddle class.
In my most recent example, see how Thai Airways is broadening the relevance of its catering business by bringing its culinary expertise to restaurants.
Offering food in the sky for decades, Thai Airways International‘s catering business is bringing these renowned first-class experiences to the ground — in restaurants.
The first is slated for opening in Bangkok’s Soi Nana next year, as part of the business unit’s plan to explore new revenue-generating opportunities, revealed Suraphon Israngura Na Ayuthya, managing director of THAI’s catering department.
“The conventional business — to supply meals to airlines — faces stiff competition that results in low margins,” he said. “Thailand’s tourism industry is flourishing with a continued increase in the number of arrivals, but a legacy airline like THAI sees thinning profits. It’s time to reach out and cash in on the burgeoning trend.”
[Image via Mangmii.]