KLM Royal Dutch Airlines is preparing one of the biggest changes to its short-haul passenger experience in years, confirming that it will roll out a buy-on-board menu across its European Economy Class network and retire its long-standing complimentary half sandwich. The Amsterdam-based carrier says the new concept, branded Grand Café KLM, will replace the free snacks currently handed out on intra-European flights, with the change taking effect from October.
For frequent flyers, the switch will be bittersweet. KLM's cheese-filled half sandwich has become something of an icon on its short-haul flights, and passengers wanting to try it one last time have only until October to do so before it disappears from the trolley for good.
The move is not a surprise. KLM first signalled that it was studying a buy-on-board model in September 2024, and the airline says it has since run multiple testing phases across a range of destinations, evaluating both the product line-up and the operational processes needed to support onboard sales. What it has settled on is a hybrid approach rather than a pure pay-for-everything model.
Under the new format, every passenger will still receive a free sweet snack in the form of a stroopwafel, the classic Dutch caramel waffle, along with a complimentary drink chosen from tea, coffee, water or orange juice. Only once cabin crew have completed that complimentary service will they make a second pass through the cabin with the Grand Café KLM cart.
That cart will carry a selection of sweet and savoury snacks available for purchase, alongside a smaller range of fresh items. KLM has not disclosed the full menu, but the airline has confirmed that premium fresh options such as poke bowls and Caesar salads will need to be pre-ordered before departure rather than bought spontaneously in the air.
Commercially, the shift reflects the pressure KLM is under to improve its financial performance. The carrier has openly linked the introduction of onboard sales to a wider effort to shore up profitability, and buy-on-board catering has become a common tool among European network airlines looking to trim costs and generate ancillary revenue on shorter sectors.
KLM is far from alone in making the change. Several full-service European carriers have already moved parts of their short-haul catering to a paid or hybrid model in recent years, arguing that passenger expectations on short flights have shifted and that a lighter complimentary offer paired with an optional paid menu better matches demand. For KLM, keeping a free stroopwafel and drink is a way of softening the transition while still opening a new revenue stream.
Whether passengers embrace Grand Café KLM or mourn the loss of the half sandwich, the October rollout marks a clear turning point for one of Europe's oldest airlines as it balances tradition against the economics of modern short-haul flying.
Sources: PYOK. Featured image: AI-generated by AviationShop. By Elena Vargas.
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