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ALL NIPPON AIRWAYS Airline Meal Packaging Design, Research & Process Nadine Garcia
Airline Food Packaging
Overview 概 要 Al Nippon Airways Whether traveling for business or leisure, the in-flight experience will heighten or ruin reaching the destination. A business that once served full course meals and put on extravagant displays of presentation for on boarding guests, the airline industry standard for meals has depleted to disappointing plastic wrapped microwave-appealing choices. Though the thought of airline food may seem insignificant, there is a reality within this subject that has a greater impact on people, and the environment. What people consume is in direct connection to personal health, and the materials used to package and utilize these meals take a toll on the environment. If one considers the number of flights com - ing and going daily, and the amount of passengers receiving on-flight meals, it becomes a powerful source of waste for the environment. A new design within the menu and presentation calls for a redesign of its packaging. Through a business standpoint, creating a new look for an airline meal could potentially increase a desire for the public to choose them over the competition. Other than the quality of food, the visuals presented to passengers can alter an individual’s experience. This kind of engagement likely increases happiness, and encourages the want to continue doing business. This workbook demonstrates the purpose and necessity of the concept for a new airline food packaging by first discussing the problems, and backing solutions with observations and research.
01 Project Description 02 Design Problem 03 Demographic
Design Brief デ ザ イ ン ブ リ ー フ 01
00 01 Design Brief チ ャ プ タ ー タ イ ト ル Airline Food Packaging Design the in-flight meal plan and packaging for All Nippon Airways and Air Japan that reflects the assumptions and conclusions based on found research. Improve customer experience for in-flight food service, while increasing the perceived value of the airline through the consumers point of view. 1. Physical Packaging Prototype. 2. Design thinking evidenced in a strategic approach that is relevant. Project Description プロジェクトの説明 Objective 目的 Requirements 要件
00 01 Design Brief デ ザ イ ン ブ リ ー フ All Nippon Airways ANA has been working toward featuring food items sourced from the native locations all over Japan, and has hired professional chefs, but there is still a need for improvement. Food trays are lack luster and do not reflect the professionalism and modern outlook that ANA has in store for its future growth. According to ANA statistics, majority of its passengers are male businessmen. With this in mind, the target audience for this project will be of adult males ages 30 to 50 that fly the economy class. Design Problem 設計上の問題 Demographic 人口統計
01 About 02 In-flight Experience 03 Current Meal Plan
Research 研 究 02
02 Research 研 究 Airline Food Packaging
Before All Nippon Airways or ANA came to be an international passenger service, it was first simply a means of transporting goods having only two small helicopters available for use. Initially named Japan Helicopter & Aeroplane Transports Co., Ltd. in 1952, ANA was not named so until April 2013 when the airline converted to a holding company structure. The company since then has grown to be a leading example of what an airline service should be, pushing the standard for quality and safety. About All Nippon Airways 約 Mission Statement ミッションステートメント ANA’s Way ANAのやり方 Company Vision 会社のビジョン 02 Research 研 究 All Nippon Airways “Built on a foundation of security and trust, ‘the wings within ourselves’ help to fulfill the hopes and dreams of an interconnected world.” ANA’s Way represents the company’s core values and behaviors necessary for the Group to achieve the goals set forth in their mission statement and management vision. To live up to their motto of “Trustworthy, Heartwarming, Energetic!”, they work with: 1. Safety We always hold safety at our utmost priority, beacuse it is the foundation of our business. 2. Customer Orientation We create the highest possible value for our customers by viewing our actions from their perspective. 3. Social Responsibility We are committed to contributing to a better, more sustainable society with honesty and integrity. 4. Team Spirit We respect diversity of our colleagues worldwide and come together as one team by engaging in direct, sincere and honest dialogue. 5. Endeavor We endeavor to take on any challenge in the global market throuh bold initiatve and innovative spirit “It is our goal to be the world’s leading airline group in customer satisfaction and value creation.”
Corporate Name ALL NIPPON AIRWAYS CO., LTD. President C.E.O. Yuji Hirako Date of Foundation April 2, 2012 Paid-in Capital Y25,000 millions No. of Employees 13,518 (as of March 31, 2017) Principal Purpose 1. Scheduled air transporation business 2. Nonscheduled air transportation business and business utilizing aircraft 3. Business of buying, selling, leasing and maintenance of aircraft and aircraft parts 4. Aircraft transporation ground support business including passenger boarding procedures and loading of hand baggage Profile プロフィール 02 Research 研 究 Airline Food Packaging
02 Research 研 究 All Nippon Airways Issues Important to ANA 1. Environment Responding to future environmental risks creates an environmentally conscious brand, and reduction of burden on the environment pushes a paradigm shift in the airline industry. ANA aims to reduce aircraft CO2 emissions per revenue ton-kilometer 20% by 2020. In addition, the company wants to boost the ratio of fuel-efficient aircrafts to 75% or more of its entire fleet, and implement commercial flights run on biofuel. 2. Diversity and Inclusion Promoting diversity and creating a symbiotic society including provision of world-class universal services makes for a society that is comfortable for everyone to live in. Accepting diversity establishes the ANA brand globally and allows for a proactive communication of in - formation. Their goal is to increase the number of non-Japanese employees, ratio of female managers, and ratio of employees with disabilities. 3. Regional Revitalization Highlighting what each part of Japan has to offer pushes for greater interest in traveling to lesser known parts of the country. This improves domestic airline business, creates inbound demand, and sparks activity in regional economies by encouraging tourism or employment. ANA aims to increase domestic flight ticket sales in markets outside of Japan, and expand Tastes of JAPAN by ANA to cover all prefectures.
02 Research 研 究 Airline Food Packaging
02 Research 研 究 All Nippon Airways ANA strives to create the most comfortable and welcoming environment for passengers no matter what seating arrangement. The airline has received praise for its consistent, high-quality services, which has led the company to receive multiple awards such as the 5-star rating from Skytrax five years in a row. ANA is ranked third in the World Airline Awards, won Best Airline Staff in Asia, and the World’s Best Airport Services. The company’s com - mitment to improve services positively impacts customers, creating an enjoyable, safe and reliable means of transportation. In-flight Experience 機内体験 Innovative Lighting Slippers & Shoe horn Pillows & Blanket Toothbrush & Paste, Eye Mask, Ear Plugs, and Pocket Tissue Postcard & Pen Large luggage space Modern Facilities Aircraft Amenities 航空機のアメニティ Complementary Items 補完アイテム
First Class ファーストクラス 02 Research 研 究 Airline Food Packaging ANA First Square The square cabin has been cleverly designed to provide the ultimate in space, privacy and comfort. Aircrafts Available In -B777-300ER Amenities First Class advantages include greater comfort. Multiple factors including posture, bedding texture, weight, heat retention, and breathability contribute to better sleep. Considering these factors, ANA has provided the best quality of materials to meet the ideals of every customer. The airline provides an ultra-light comforter made from the technologies of Teijin Nanofront® fibers using the latest technologies from Nishikawa Sangyo and AiR® mattress that features a unique structure that disperses body pressure. Included is an Angel Float® pillow that is designed to have a flexible fit when lying face up or sideways. The blanket is made with the finest cashmere and Tenerita’s organic cotton that meets strict international standards. Lastly, stylish loungewear that customers are free to take home is made with eco-friendly knitted tops and bottoms made of organic cotton, included is a storage pouch to allow the ease of carrying it around.
Business Class ビジネス クラス 02 Research 研 究 All Nippon Airways ANA Business Cradle As the name suggests, the seat fits just like a cradle, allowing one to relax in a space all of their own. Aircrafts Available In -B787-8 240 seats -B767-300ER 202 seats ANA Business Staggered Seats arranged in a staggered way, the chairs lie fully flat. Each seat is positioned on the aisle-side so guests do not have to worry about being disturbed by others. Aircrafts Available In -B787-9 -B787-8 169 seats -B777-300ER Amenities With the ANA Business Staggered seats, each bed pad is made from customized Nishikawa Sangyo’s Air Cyclone®. The bed offers excellent breathability and comfort allowing easy sleep due to the unique three-layer sturcutre and moderate resistance. The Bodyline Quilt comforter fits the body well and a structural pillow from Nishikawa Sangyo for a perfect fit from the neck to the back of the head.
Premium Economy プレミアムエコノミー 02 Research 研 究 Airline Food Packaging ANA Premium Economy Seat Equipped with a wider seat, guests can enjoy a much more comfortable leg and footrest. Included with each seat is a universal PC power port and USB port. Aircrafts Available In -B787-9 -B787-8 -B777-300ER Amenities Giving every person 38 in of leg space per seat and 19.3 in wide for seat backing, premium economy supplies just enough space for enhanced comfort and relaxation. Seats recline and are equipped wth an adjustable personal light. Provided to every passenger are a pillow and blanket, slippers, shoe horn and amenity goods that include a toothbrush, eye mask, ear plugs and pocket tissues. If desired, a ballpoint pen and post card can be given.
Economy 経済 02 Research 研 究 All Nippon Airways ANA Economy Class Seat Slim reclining seat designed for maximum legroom in a compact area, each seat is equipped with a slim LCD touch-panel monitor. Aircrafts Available In -B787-9 215 seats -B787-9 246 seats -B787-8 -B777-300ER 264 seats -A320-200neo Amenities Providing 34 in of leg space, and a high-resolution LCD touch-panel monitor to enjoy a variety of movies and music any time with an on-demand system, ANA provides the best quality possible for every passenger. Pillows and blankets given. Conclusion As one is able to see, the Economy Class receives less conveniences, but it is not without the same impeccable service throughout the entire flight. Individuals within the Economy section should by no means have a lesser experience, and with such an idea in mind, brings the focus back to the meal plan. The food and its presentation is one of the greatest opportunities to impress and enlighten customers.
Tasting food is experiencing a culture in it’s most simplest form. When the menu is curated well and the dishes are cooked and presented properly in a way that is true to the region, one is able to understand the flavors and resources available to that place. ANA believes in the importance of food, what it does for the senses, and knows it can potentially set the standard in which individuals perceive Japan. Through this mentality the company has pushed for an overall better airline experience for customers. In September 2013, ANA launched a new project called Tastes of JAPAN. The goal of the program is to introduce all of Japan’s forty-seven prefectures over a period of four years. This would be done by showcasing food, drinks, sweets and the culture of three Japanese prefectures every three months. Its purpose is to communicate each regions charm and influence to everyone that experiences ANA. As with any flight, the selection or menu items vary depending on the destination and social class. In addition, the timeframe that a person chooses to fly could also determine what is available, similar to seasonal items in a restaurant. Considering that ANA began the Tastes of JAPAN program, the flavors of the meal are consistently changing. Current Meal Plan 現在の食事プラン 02 Research 研 究 Airline Food Packaging
02 Research 研 究 All Nippon Airways First Class ファーストクラス Japanese Cuisine Sakizuke - starter Kombu kelp with herring roe Zensai - selection of morsels Simmered abalone in soy Crab in radish & vinegar Saikyo miso sea bream Miso-grilled duck and apricot Yuba bean curd in soy sauce Mashed sweet potatoes Otsukuri - sashimi selection tuna | yellowtail | shrimp Shusai - main course Grilled sablefish in soy base International Cuisine Appetizer plate Mushroom w/ caviar & soup Smoked duck and pork pate Smoked salmon rillettes Main plate Beef steak w/ shallot cream Potato wrapped Chilean seabass w/ watercress sauce Roasted lamb chop Dessert Assorted ice cream & sorbet Marscapone & raspberry cake Light Dishes Agnolotti filled w/ chestnut mousse Angus bee cheese hamburger ANA Chicken curry & steamed rice Seared tuna w/ grated yam Tea-and-rice with chicken breast & chopped Japanese plum
02 Research 研 究 Airline Food Packaging Business ビジネス Japanese Cuisine Zensai - selection of morsels Jellied monkfish liver King crab meat fishcake Miso-grilled duck and apricot Yuba bean curd in soy sauce Mashed sweet potatoes Otsukuri - sashimi selection tuna | yellowtail Shusai - main course Japanese sake-lees grilled trout Steamed rice, miso soup Saiko miso-grilled Spanish mackerel Simmered vegetables in soy-based sauce, steamed rice International Cuisine Appetizer plate Lobster salad with citrus vinaigrette Corn soup Main plate Beef brisket, roasted cauliflower, raisin, mini baked potatoes Olive oil poached salmon with organic quinuoa Agnolotti filled w/ chestnut mousse Dessert Coconut tapioca w/ fruit Sesame & green tea cake Light Dishes Croque-monsieur KAYANOYA vegetable dashi soup Ukai special tofu soup IPPUDO miso “DAICHI” ramen Garden salad Deep-fried scallow w/ grated daiko
02 Research 研 究 All Nippon Airways Premium/Economy プレミアムエコノミー Japanese Cuisine Sakizuke - starter Potato salad/ Grilled chicken Mesclun mixed lettuce Kobachi Japanese omelet Simmered dried daikon radish Salt-boiled green soybeans Noodles Japanese udon noodles Nori, dried seaweed, Wasabi sauce Shusai - main course Curry with potato croquette Miso-grilled Spanish mackerel Prawn & vegetable tempura International Cuisine Appetizer Proscuitto & potato salad Cooked pork ham with herbs Smoked salmon w/ lemon Main plate Sauteed cod, clam chowder sauce with orecchiette Chicken cordon bleu with macaroni and cheese Roasted chicken with gravy Soft roll with butter Dessert Haagen-Dazs vanilla Light Dishes Greek Yoghurt with fruit Simmered brown algae in soy- based sauce Fruit plate
01 Menu Development
Design Development I 設 計 開 発 一 03
Tasting food is experiencing a culture in it’s most simplest form. When curated and present - ed properly in a way that is true to the region, one is able to understand the flavors and re - sources available to that place. ANA believes in the importance of food, what it does for the senses, and knows it can potentially set the standard in which individuals perceive Japan. Through this mentality the company has pushed for an overall better airline experience for customers. In September 2013, ANA launched a new project called Tastes of JAPAN. The goal of the program is to introduce all of Japan’s forty-seven prefectures over a period of four years. This would be done by showcasing food, drinks, sweets and the culture of three Japanese prefectures every three months. Its purpose is to communicate each regions charm and influence to everyone that experiences ANA. Menu Development メニュー開発 03 Design Development I 設 計 開 発 一 Airline Food Packaging Traditional vs Modern 伝統的なものと現代的なもの It is always a question whether to commit to the traditional or modern ways of a culture, especially when it comes to the tourist’s perspective where one wants to experience as much of a culture as possible. In order to tackle this predicament, a merriment of the two seems the best choice. An element from the past is implemented into the pres - ent. Flavors of traditional dishes are remas - tered to create a more modern twist.
03 Design Development I 設 計 開 発 一 All Nippon Airways Resources リソース Taking into consideration the Tastes of JAPAN, each item on the airline menu is sourced from a specific region. As seen in the flight routes map below, Narita and Haneda are the main airline destinations, and because of this the Kanto region was chosen to source its flavors. The Kanto region is made up of Tokyo, Ibaraki, Tochigi, Gunma, Saitama, Chiba and Kanagawa, so ingredients are expected to come from these prefectures.
Rice with Furikake A dry seasoning most often placed on top of cooked rice, fish and vegetables. Typically consists of a mixture of dried fish, sesame seed, seaweed, sugar and salt. Proposed Menu 提案メニュー Food Items 食品 03 Design Development I 設 計 開 発 一 Airline Food Packaging The logic and genius of Tastes of JAPAN proves a valuable asset toward ANA, and it would be irresponsible to dismiss this way of thinking for the proposed menu. With this program in mind, the new menu is simply thought of as another option for the airline, rather than com - pletely discarding the current menu. Having Narita and Haneda the main flight destinations of ANA, the proposed menu pre - sented below feature the local cuisine of the Kanto region (show image of Kanto region and airline flights). Having both mountainous and flat land, the area produces a wide range of produce such as potatoes, soba buckwheat, wasabi, cyclamen, corn, cucumber, eggplant, turnip, carrots, daikon radish, and green onions just to name a few. The proposed menu items aim to present these simple ingredients in a new fashion for customers to experience. Tsukemono Japanese preserved vegetables usually pickled in salt, rbine or a bed of rice bran. Typical pickled vegetables are ginger, cucumbers, daikon pickle, plums, and eggplant.
Yuba Salad When soy milk is boiled, a thin layer forms on the surface. Yuba is made by scooping off this layer. It can be dried and wrapped around fillings or it can be added to stews, cooked dishes or stand alone. Yakitori Generally made up of small pieces of chicken, liver and vegetables, yakitori can consist of beef, fish balls, or any other types of meat. Alternating between meat and veg - etables, the pieces are skewered on a bamboo stick, and grilled over hot coals. Sangayaki Namerou is a traditional fisherman’s dish from the Chiba prefecture with its main ingredients being horse mackerel, sardines, flying fish, and Pacific sauryl. The fish is cut into small pieces, mixed with ginger, miso, leeks and green basil, then finely chopped to form a paste. Na - merou is served raw, but when the ingredients are roasted, it is known as sangayaki. Anmitsu A classic Japanese dessert that includes assortment of ingredients such as red bean, agar jelly (red algae), mochi, chestnuts, sweet beans, fruits and boiled peas with a side of sweet black syrup placed as a topping. There is no standard recipie, but red bean and agar jelly are the musts. 03 Design Development I 設 計 開 発 一 All Nippon Airways
