The icing on the cake

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Martin Moodie
Martin Moodie is the Founder & Chairman of The Moodie Report.


The old saying ‘you can’t have your cake and eat it’ obviously doesn’t apply to Korean Air.

For cake was most definitely on the menu last month when the Seoul-based airline – the world’s most successful inflight retailer – celebrated setting an all-time single flight sales high of US$40,968.

The result, achieved on an Incheon to Frankfurt flight smashed the previous high of US$38,430 set in May 2006.

That is an amazing performance, one that builds on the inflight retailer’s recent reputation for smashing records virtually as soon as they are created.

Last year it generated incredible sales of US$170 million. In 2007 it is on course for US$200 million, more than most airport shops, which enjoy huge advantages in terms of retail space.

“We had a small but meaningful party last Friday (27 July) at our headquarters in Seoul,” said Manager Hotel & Inflight Sales BJ Choi.


The pictures – and the cake – tell the story. US$40,968 from a couple of trolleys, an (admittedly excellent) inflight brochure, and – critically – some of the most motivated crew members in the industry. For their excellence they deserved the kudos and the cake; for their motivating powers, Managing Vice President Heather Cho and her fellow management, deserved the icing – and the wording on it.

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