KLM is becoming the dutch version of Norwegian/Norse or Eurowings Discover. Maybe that is the masterplan behind???? It has nothing to do anymore with the 100+ years old quality airline.

It is at the end clear evidence of how astonishingly clueless (and somehow careless, at the expense of the brand image and value proposition) the ones in charge of catering @ KL are as to how to make F&B an integral part of the overall product and customer experience for their (only) premium product. Nowadays, KLM is becoming notorious for "serving" ghastly garbage (they are focusing more on who designed the cardboard garbage box than on the real content of this very box, although that is what matters). I would be happy to eat a proper meal from a no name plate as long as the meal is of good quality. The fact that an apparently famous industrial designer designed this cardboard box is not making it any better, it is just a designer cardboard garbage box, instead.

Wines (still and sparkling) are coming from the lower shelf in the supermarkets, something between 5 and 10 EUR per bottle. Perfectly adequate for Premium Economy, but most certainly not for long haul Business Class.

AF is serving proper Champagne in Economy, BA learned their lesson that bad catering isn't helpful to position as a premium carrier. And our friends from the Gulf operate 7 abreast Business Class on their 777 (EK), but no one is complaining, since they keep their passengers well fed with very good food and drinks and well entertained.

As an Ulti, I know that I cannot expect anything in AMS anyways (apart from out of order walkways, escalators, elevators), so I am not too bothered what KL is doing and what not, but still find it annoying and short sighted.