From today, every Virgin Australia domestic flight is a food flight.
The airline said on Wednesday it would extend its complimentary food and drink offering “tailored to the time of day and the duration of the journey” on all domestic services.
“The roll out of free food and checked baggage, to complement our wireless in-flight entertainment, is an important part of our ability to deliver a consistent, premium service across our network,” Virgin Australia chief customer officer Mark Hassell said in a statement
“Today’s announcement, coupled with our exceptional service and leadership in on-time performance, puts us in a strong position to continue to grow our loyal customer base,” Mr Hassell said.
Virgin said it would retain a buy-on-board retail cart for those wishing to purchase additional items to eat.
Serving complimentary food to all domestic passengers, whether in business or economy, was the initiative Virgin has introduced as it gradually transitioned from a budget to full service carrier under the leadership of chief executive John Borghetti.
In March, Virgin removed bag-free fares for domestic and short-haul international flights. However, Virgin kept a carryon only option for trans-Tasman services in line with a similar fare structure with alliance partner Air New Zealand.
The airline also offered wireless inflight entertainment on most of its domestic fleet.
Moving to an across-the-board catering policy should end the inconsistent passenger experience currently, where passengers on certain routes receive a snack or food item while others do not.
For example, those travelling between Sydney and the Gold Coast are able to chew on some cheese and crackers or a half sandwich, while passengers on Melbourne-Gold Coast had to make do with tea, coffee, juice or water, or something stronger during the 5-7pm “happy hour”, unless they bought something from the retail cart.
A selection of recent snack items on board a Virgin Australia domestic flight, as experienced by Australian Aviation:
