KLM Reduces Complimentary European Economy Service, Introduces Buy-on-Board

Service Changes for European Economy Flights

From October, KLM will alter its complimentary inflight service for European economy class passengers. The airline will no longer provide free beer, wine, soft drinks, or its well-known cheese sandwich. Instead, passengers will receive complimentary water, coffee, tea, or orange juice, accompanied by a stroopwafel on most European flights.

Shorter routes will only include water and a stroopwafel. KLM's Executive Vice President of Inflight Services, Bas Gerressen, stated that these adjustments would allow passengers to “tailor the service” to their preferences, fostering greater choice and flexibility. The airline is introducing a buy-on-board menu, named “Grand Café KLM,” for additional food and beverage options.

This includes pre-orderable meals such as poke bowls, Caesar salads, or pancakes, alongside onboard purchases like salmon-and-egg wraps, croque-monsieur, and various snacks.

Financial Strategy and Trial Outcomes

This service modification forms part of KLM’s broader financial improvement strategy, which was initially announced in October 2024. The airline outlined a plan to enhance operating results by €450 million, with expanded catering trials and cabin product adjustments projected to generate at least €100 million in annual revenue.

For the first half of 2026, KLM reported an operating profit of €68 million, stating at the time that it was “critically evaluating every euro.” The airline commenced trials of its buy-on-board service in February 2025 on flights to destinations including Oslo, Porto, and Lisbon. These experiments later expanded to routes such as Madrid, Valencia, and Edinburgh.

During these trials, passengers noted prices around €5 for a Heineken, €7 for wine, €3.25 to €5 for soft drinks, €6 to €7 for sandwiches, and €12.50 for pre-order meals.

Discontinuation of Distinctive Dutch Offerings

The removal of the cheese sandwich and complimentary beer marks a shift away from items that had become distinctive elements of KLM's inflight identity.

The cheese sandwich, often presented with various spreads like fig chutney or black pepper mayonnaise and featuring Beemster cheese, was promoted as a “typical Dutch tradition.” Despite varying opinions on its taste, many passengers developed an affinity for the sandwich, viewing it as a symbolic part of their travels with KLM.

Similarly, KLM had previously invested in its beer service, notably introducing a specially designed trolley in 2016 to serve draft Heineken using a unique BrewLock keg system.

The airline’s decision contrasts with some competitors, including its parent company, Air France, which continues to provide a wider selection of complimentary beverages, including beer and wine, alongside a snack or sandwich in its economy class on European routes.

Implications for Travellers and Industry Trends

For travellers, the change means that items previously included in the fare will now incur an additional cost, although the airline contends this offers more choice. This move aligns KLM with a trend observed among many European carriers that have transitioned to buy-on-board models for their short-haul economy services.

While some airlines, such as British Airways, offer a complimentary snack and water, and Lufthansa and SWISS provide water and chocolate, KLM’s new model will still include a stroopwafel, a popular Dutch item. The industry implication is a continued focus on unbundling services to optimise revenue and manage costs in competitive short-haul markets.

Passengers will need to adjust their expectations for complimentary provisions on KLM’s European flights, potentially budgeting for additional food and drink purchases if their preferences extend beyond the basic complimentary offerings.