I had recently a web award to GRU.
AMS-GRU was in Biz and return GRU Ams in coach the flight was a new 777

Biz class with the new seats was a rather pleasant experience, I personnally prefer the seat and cabin of AF NTC but overall it was good. Service was good even and as the coach cabin was not full several FA came in the biz section when they had finish the service in coach in order to help

Return in Coach was horrible:
First on a web award ticket and as a plat memebr I have not been able to get a prefered seat at the front. I have been assigned to row 41 and despite many try before and at the airport this was my only choice.
The worst part was really the food. The flight left at 9 in the evenning. KLM on this route only serve what they call a snack served in a paper box (but I have never been informed of this before as it was not written on my ticket). Here in that case the snack was 3 leaves of old salad plus a cherry tomato, half a portion of rice with 2 small pieces of beef a cracker and a small cream cheese. No choice at all no additional bread available. I am not very complicated for food in plane but at least I always expect to have a full meal in a plane when flying for 12+ hours. After a full meal and a few glass of wine I can sleep easily.
I asked the FA whether they would serve any thing else prior to arrival and the answer was "NO we will serve breakfast 2 hours prior to arrival" so in that case about 9 hours latter.
I find this absolutly unbelivable and I have never experience such kind of food service even on some transatlantic fly on US company it is better.
Is this the regular way KLM handle food in coach for latine american market? I have flown them 2 years ago to SIN and at that time it was a standard service (one meal with 2 main course choice). Is it specific to that route?

The breakfast when it was served was on the top of everything barelly eatable, the industrial omellette was the worst I ever had in a plane.

Really at the end of this trip I had the impression too that KLM is heading toward a LCC for long haul and I am not really motivated to fly them again for long distance if I have a viable alternative with AF.