SAS has reimagined the economy class dining experience by allowing SAS Go passengers on long-haul routes to pre-order exclusive premium meals, setting a new standard for in-flight cuisine.
Since its debut in November 2018, the premium pre-order dining service has enabled SAS Go travelers to personalize their onboard meals with chef-curated options that rival business class offerings.
Karl Sandlund, Executive Vice President Commercial at SAS, notes, “This bespoke pre-order meal concept reflects our commitment to delivering refined, personalized service. At SAS, we continually strive to lead the industry in innovation and to anticipate the evolving needs of our travelers. Our premium menus are meticulously crafted to offer memorable culinary experiences at 30,000 feet.”
Guests can select from four thoughtfully curated set menus, each featuring a seasonally inspired appetizer, a main course using fresh Nordic ingredients, and a decadent dessert. The offering is complemented by two beverages from an elevated drinks list. Distinctive cutlery and glassware, created in collaboration with renowned Scandinavian designers, further enhance the experience.
Recent industry trends underscore a surge in demand for customizable and pre-ordered travel services, especially among discerning flyers. SAS’s premium pre-order initiative on long-haul flights builds on the success of similar services introduced on short-haul routes and reflects a broader shift toward tailored onboard experiences.
Beyond personalization, pre-ordering supports SAS’s sustainability objectives by enabling precise meal provisioning, thereby reducing both food waste and unnecessary weight—an important step in minimizing the carrier’s environmental footprint.
Sandlund adds, “Developing this premium pre-order service was driven by both market research and direct passenger feedback. As a trailblazer in the airline industry, SAS remains dedicated to innovating ways to simplify and enrich the journey for our customers.”
The pre-order concept was initially rolled out on short-haul flights in 2016, quickly gaining traction. By 2017, SAS expanded its offering to include 11 different meal choices in SAS Go, resulting in a 25% increase in pre-order demand and over 120,000 meals served annually.
In 2018, SAS broadened the pre-order menu reach to all intra-European flights longer than 80 minutes—down from the previous 120-minute minimum. This move doubled the number of eligible flights and, as of 2025, pre-order premium dining is now available on over 80,000 SAS flights each year, with continued enhancements anticipated as traveler preferences evolve.
