Finnish airline Finnair has started selling its business class meals in supermarkets to prevent job cuts while also giving keen travellers something to satisfy their wanderlust.
The company's meals have quickly turned into a hit after 1,600 of the dishes - branded a “Taste of Finnair” - sold within days at one supermarket near the airline’s main hub at Helsinki-Vantaa airport.
The airline plans to sell the ready-made meals in more supermarkets in coming days.
The quirky dishes include options such as reindeer meatballs, Arctic char and Japanese-style teriyaki beef, and would cost about €10-€13 ($12-$15), Finnair said.
The move is an example of airlines around the world trying to employ their idled resources during the coronavirus pandemic to tap into people’s desire to fly when most planes are grounded.
Finnair said selling its business class food in supermarkets would help keep its catering staff in work.
Finnair Kitchen vice president Marika Nieminen said: “So many of Kitchen’s employees are temporarily laid off and we can now create new work and employment for our people.”
“Everyone has a bit of wanderlust these days and we can now satisfy that need a bit,” said supermarket manager Kimmo Sivonen.
The airline said last week it would cut around 700 jobs by March next year.
Across the industry, the outlook remains bleak as governments impose new coronavirus restrictions.
Travellers have been reluctant to book flights due to quarantine arrangements and the long wait for refunds for cancelled trips to be processed.
The downturn has forced the industry to shed thousands of jobs, as well as ground their fleets in aircraft “boneyards” or retirement facilities.
In a sign of the desperation to make some money, some airlines have offered simulated flights and “flights to nowhere,” where the aircraft takes off and lands in the same location.
Others have even offered time to just sit in the plane.
Singapore Airlines on Saturday launched its A380 "restaurant," where people can eat the airline's food and watch films on the in-flight entertainment system.
The meal costs range from £30 ($39) a person in economy to £370 in first and business classes.
Last month, a seven-hour "flight to nowhere" on a Qantas jet sold out in 10 minutes.
The flight offered passengers a bird’s eye view of Australian landmarks, with tickets up to £1,500.
Qantas also started selling its business class pyjamas.