A recent announcement from Alaska Airlines made us pause. It could signal a return to something we haven’t seen in a long time: creativity, quality, and maybe even care about inflight meals. This comes in light of the fact that for most of us, airline meals aren’t usually something we think about (or in our case write about)—unless it’s to plan how to avoid them.
First, a new plant-based, gluten-free grain bowl was developed with Evergreens restaurant in Seattle for economy “Main Cabin” guests. It is now available on select flights that are 1,100 miles or longer and depart between 10 am and 9 pm. Beets So Fly Salad and The Spice Is Right Salad are the two options. Both require pre-ordering and are currently $12.50 each.
Alaska also introduced a new First Class menu on select San Francisco routes (apparently not including to Hawaii at this time) created by Michelin-starred chef Brandon Jew, owner of San Francisco’s Michelin-starred Mister Jiu’s. Three high quality meals are offered.
Years ago, Alaska Airlines did something similar that no one else did on Hawaii flights: They partnered with small restaurants on the neighboring islands, like Kauai Pasta, for example, to provide first-class onboard meals. At the time, it was a big step up from the usual tray of lukewarm mystery food, especially on an island like Kauai, which has no commercial catering kitchen for airlines.
That partnership wasn’t just good. It was smart. And it proved that with a little creativity, you could make the airline experience feel far more grounded in place—and actually enjoyable. It didn’t last, but for those of us who remember, it set the bar.
That move still stands out because almost no one else has done anything like it since.
When others didn’t get it right.
To be fair, Alaska’s food has generally been decent, or at least okay. But one of the worst inflight meals we’ve ever seen came from another major airline—Delta, on a first class flight to Hawaii. It was a special meal (pictured above)—Asian vegetarian—and instead of being plated or even served with any context, the crew brought out all the foil containers from the caterers and handed them over straight from the galley.
No explanation. No tray setup. Just a literal stack of metal containers for us to figure out, deal with and plate.
It was confusing for the crew and awkward for the passengers. And the food? We’re not sure what it was trying to be, but it wasn’t good. That moment stuck with us—not because we expect perfection, but because it felt like the airline had given up before even trying.
Hawaiian Air has its own winning role in bad airline food, with their nondescript roll pictured above that they have long taken to serving instead of meals. But let’s not go there.
So seeing Alaska now spotlighting curated meals, plant-based options, and ingredients with cultural ties? That’s a sharp pivot—and we’re hopeful it sticks for them, and perhaps more importantly in Hawaii air travel moreover.
Beat of Hawaii editors will be flying with Alaska from the mainland to Hawaii in economy, and plan to try the new food offerings, then report back.
The heavyweight in Hawaii travel that came on quietly.
Alaska Airlines has quietly outperformed expectations in the islands for years. They didn’t just show up—they made smart moves, from small to large, building as they went. They flew routes others didn’t, leaned into service touches others dropped, and built loyalty one detail at a time. Pre-order meals, on-time performance—these things added up. They also engaged uniquely with the community in Hawaii, largely thanks to VP Daniel Chun, and his long-term commitment to supporting Hawaii’s diverse communities and interests.
And then they did the biggest move of all: acquiring bellwether Hawaiian Airlines. Now they don’t just fly to Hawaii—they own the state’s flagship carrier.
That’s why this latest food push matters. When Alaska makes a change, it can clearly scale. And now that they have a larger footprint in Hawaii than ever, we’re watching to see how their creativity will extend to flights across the Pacific.
Why food still matters to some Hawaii travelers.
Let’s not pretend food is the most important part of flying. But on longer Hawaii flights, it’s one of the few things that can improve the experience. A decent meal can make the flight feel like part of the journey. A bad one can make you wish you hadn’t forgotten to pack snacks and a backup dinner.
Jeff never boards a plane without food in hand. Too many years and millions of miles of cardboard pasta, hard rolls, and “surprise” entrees that taste of pure disappointment. And based on what we’ve heard from readers, a lot of you do the same.
So when we see a carrier trying something, anything new and creative with meals—especially one that now plays such a big role in Hawaii travel—we pay attention. Because if there’s one market where better food could actually mean something to the balance of competition, it’s this one.
Creative marketing or a real change?
Alaska’s new menus aren’t just about feeding people. They’re about brand identity. Partnering with a Michelin-starred chef and a hip salad chain sends a message: this isn’t business as usual.
Dishes like Hong Kong-style French toast with Chinese sausage, tea-smoked chicken with lotus rice, and chimichurri tofu bowls aren’t just more appealing—they’re aspiring to be more memorable. They create talking points in social media and among friends. And they stand in sharp contrast to what most airlines serve, especially in economy, which is mediocrity.
It’s clever. But it only works if it reaches more routes and more passengers. And if it truly delivers. Hawaii could be a real test.
Tell us what you think.
Do inflight meals still matter to you? Have you had a great one recently—or a terrible one you still talk about? Do you pre-order, skip it, or bring your own like we do?
We’d love to hear your stories in the comments, especially now that Alaska seems poised to shake up not just meals but the entire Hawaii in-flight experience.
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I remember when Hawaiian used to serve real food on their flights from the West Coast to Hawaii. And it was good. Now breakfast is an airlines version of a egg McMuffin and a mystery pocket for lunch. Higher flight prices with less perks now. I used to enjoy having food on flights. Now I just get a bento or plate lunch to take on the plane. It would be nice not to have to spend more money when it already cost alot to get there…….
Regarding inflight meals, we’ve given up on Hawaiian for their Australia service as they only give economy pax a minimal chicken and rice or pork lunch and nine plus hours later just a little chicken salad sandwich plus one small piece of chocolate. Compare that to Qantas with a very nice luncheon service after departure plus a full dinner prior to arrival. We can use American AAdvantage miles for either carrier, so why bother with Hawaiian anymore? Sad.
My overall reaction to this is “meh.”
I would agree that for this to be meaningful, it will need to apply to more routes. Note that these new first class meals don’t touch Honolulu –or Seattle, for that matter–and only apply to transcontinental routes that touch SFO. This looks like a competitive play against United, particularly since JFK is one of the routes and UA no longer flies there.
Free food options should be given to passengers on all Hawaii bound flights from the mainland and internationally. Yes, decent food in flight is much appreciated, much deserved.
Free food turns into a lot of waste.
Alaska has found a sweet spot – good food at lower prices than the airport, but stocking what people actually want.
I like flying them and buying food as the food at say, KOA, is scarce.
Myself I enjoy the hot rolls on hawaiian airlines. The Crackers served on the other airlines I’ve flown on to hawaii just don’t cut it.
I agree about the meals now served on Hawaiian Air. My last trip which was last month, breakfast on the way to Honolulu was fair but edible, the “pocket/roll thing with pepperoni(?)” was terrible. I took 2 bites and couldn’t eat it! I visit Honolulu pretty much annually and previous meals (before 2024) were at least fairly edible.
I have a solution, how about eating before your flight!
We love Alaska Air. The cheese and fruit platter is my wifes go to meal on flights to Hawaii but Ive enjoyed their Hawaiian or Asian inspired meals almost every time. I have to say Hawaiian air impressed me with their first class service to San Diego from HNL. I actually kept the Hawaiian shirt origami salt and pepper packet that came with the meal. A real cute touch
I have always have a great experience with Alaska airlines, our son lives on Maui and we fly there often on Alaska airlines, I love the pre-order food choice and do that every time, I’m glad they have partnered with Hawaiian airlines, Alaska airlines had the best routes and times to fly to Hawaii. Very happy
My husband is gluten free and I am plant based. How frustrating to try and find something, anything to eat on a flight so yes, we bring our own. Thank you Alaska for realizing not everyone eats the same!
This is good news indeed. We usually pre order meals, especially when in first or business class. Our experience with Alaska through the years in both coach and first is that they are usually above average, and consistently exceed their competitors in meal service.
Aloha to all.
I can’t say I’m a frequent flyer but the packaged bunwich on Hawaiian was quite good( more than a year ago) ! The airlines would be smart to work with local food companies (like Japanese train stations w/ their eki-ben–station box lunches) . Even a small box would be deeply appreciated if done well.
Been enjoying those meals for years now – to and from Hawaii on Alaska…but it started with Virgin America btw. The vegetarian options are great!
Now I cannot enjoy those meals because there aren’t any direct Alaska flights to any Hawaiian island out of San Francisco, Oakland or San Jose. So bummed. Guess I will need to pack a meal for my May flight on Hawaiian, in an economy seat, because my loyalty benefits no longer apply on Hawaii trips. I’ll get over it when I skip loyalty plans all together.
Since we usually fly first class on HA the meals have been just OK. I do enjoy the Mai Tai, though! My favorite ‘meal’ by far was a flight in Economy Plus on Hawaiian Airlines- I didn’t eat the mystery roll but I bought a giant bag of Furikake Popcorn and at the whole bag! It was so delicious and so addictive that I bring it home from Hawaii as a snack every year!
The sandwiches served to us between Los Angeles and Kona on Hawaiian Airlines were inedible.
So glad Alaska is trying to up their game on food. I agree with your comment about the surprise puff pastry on Hawaiian Air. It’s just plain gross. Hawaiian used to serve decent food. Hopefully Alaska will bring their menu to Hawaiian Air. Hawaiian Air has always been our favorite airlines to Hawaii.
I haven’t commented in a while but I wanted to write in. I am a long time Flight Attendant with AS. My company tries to offer unique meal options more particular in FC, but also in the main cabin. I have eaten pretty much every food option we have offered bc of having the occasional leftover meals. I am not a vegetarian or vegan, but those special meals are generally fantastic. Those options are special order preorder only in FC, so Always preorder 24 hours in advance. The salads offered on shorter flights in FC I think are very delicious and full of very fresh ingredients. The salads offered in the main cabin are excellent, that’s coming from a meat and potatoes eater, but I am branching out. Evergreens offers very fresh tasty nutritious options. The new menu choices are so new I have not had the opportunity to try yet. The always great standard is our Fruit and Cheese platter, far and above our biggest seller, but again preorder! I think u might be pleasantly surprised!
As a Denver to Maui passenger regular usually flying with a connection, door to door takes about 14 hours. Meal management is necessary element of trip planning. Counting on a decent meal during flight has practical value.
It’s a good move by Alaska, especially now that they’re such a big deal in Hawaii. Let’s see if they follow through on other things however. That would be even more significant.
I always bring my own meals now and that won’t change anytime soon. Too many “surprises” over the years. Would love to be proven wrong for once however.
Anyone else old enough to remember when airlines actually used to serve real meals in economy? I’m not holding my breath, but if they bring anything decent to Hawaii flights, I’ll be the first to notice.
Maui use to be my favorite island( visited 3 islands in 1996, 10 nights-3nights in Maui,
Maui only- 1 week 2003, 6 weeks -3 in Maui) until an official said ” the wild fires in Hawaii was the worst disaster for Maui since statehood. I immediately decided if they feel that way about being Americans they don’t need , nor will they get anymore of my hard earned money. They better appreciate American tourism , since they have gotten rid of many of their industries, sugar cane production, sugar plants, pineapple plantations.
I flew Alaska last month and actually enjoyed the food. It wasn’t gourmet, but it was fresh and felt like someone tried. That’s already saying a lot these days.
You guys remind me of my boy-friend ….food is Very important to him. We didn’t fly Alaska yet, but since they bought Hawaiian Airlines, I am sure we will soon …I personally like the vegan and veggie options (although I am not vegan and not even 100% vegetarian), but I like the idea of ordering a meal in advance which will also help with not waiting food. Can’t wait to read your next article, to report on your experience with the new dishes at Alaska. The only good meals I have on flights are going and coming from Europe (Air France and Singapore Airlines were the top for me).
Correction: I meant not “waisting” food!