Chances are, if you fly regularly in Europe, you have seen one of the Retail inMotion team’s menus in flight. Those menus are truly a work of art, but they’re also just a lot of work! I caught up with Aoife and Kerrie, two of our team members that spearhead the development of new menus, to learn a bit more about the menu design process and what they need to pay special attention to in order to create a successful, memorable menu.

Aoife works on our Products team scouring the market to identify the drinks, food and snacks that will excite passengers and drive revenue on board. Kerrie, from our Design team, takes an airline’s brand values and transforms them into a visual menu design that will appeal to passengers’ eyes and to their stomachs.

The two work very closely together to make sure that our customers and their passengers are satisfied and even impressed by what they find on board.

Jordan: Aoife, why is it so important that the products you select look appealing to passengers in the final menu design?

Aoife: In short, it’s because people eat with their eyes. One of the most important parts of the menu development process is our biannual photoshoot. That’s when we combine the products that I’ve selected with the customer with the design that Kerrie has developed. Once you combine the right products with the right design in the perfect photos, you have a menu that will make an impact. Our goal at each photoshoot is to create really beautiful, yet realistic images that fit the menu concept. We also have to think about things like the season that items will fly during and how we can correctly convey a particular feeling or mood in the photos. Usually our photoshoots take place four to six months ahead of time – so there’s a lot of pre-planning that takes place!

Jordan: Kerrie, when it comes to designing menus for our customers, what are some of the most important things you need to remember?

Kerrie: From a design perspective, each menu that I design is completely based on the needs and desires of the customer, the airline’s brand values, and the season in which the menu will fly. You wouldn’t want to use summer colours for a winter menu or vice versa. Our team also needs to work closely with our customers to see what their sales targets are for the upcoming menu cycle. Are they hoping to sell more meal combos? More hot beverages? Or, perhaps, more fresh sandwiches? These all become important factors during the photoshoot and during in the final menu design. We are essentially creating an ‘experience’ on board for the passenger through good design and photography – and the numbers prove that that drives sales.

It’s also incredibly important that every menu that I design is very visual in nature. The travel industry is unquestionably multi-lingual in nature, so we need to have menus that are easily digestible at first glance. (Pun intended)

Jordan: Aoife, if most airlines do major menu changes twice a year, but do smaller menu updates throughout the year, how do you prepare for it in advance?

Aoife: It’s definitely tricky. What we typically do during our biannual photoshoot is make sure that we take general “stock” type images of our products. That way, Kerrie can easily make a swap on the menu design in case anything changes in the product selection. We work mainly with airlines who operate an onboard retail programme, so flexibility is key for these clients. If a product or a meal combo isn’t working, we need to swap it out. Having “back-up” material for potential menu changes is crucial.

Jordan: Kerrie, what is your favourite part of the photoshoot and the menu design process in general?

Kerrie: I’d say that the most thrilling shots during the photoshoot are the “lifestyle” shots. These are the pictures that really reflect the menu ambiance that Aoife and I have worked so hard to create. The lifestyle shots group together many of the products that Aoife has selected into one image. It’s like all of our work, the products and the design elements, are meeting together. Of course, my favourite part of the menu design over all is when I’m actually on board and can see our menu in the seat back pocket. When you see your work fly, that’s when it’s all worth it!

Take a peek below to hear Aoife and Kerrie talk about how they create a beautiful menu:

Tomasz Adamczak

Tomasz Adamczak

Recent Articles


The Mum Guilt Generation

Striving for diversity is at the heart of what we do at Retail inMotion. Because we want to make sure our employees feel at home here, we need to be able to have tough conversations about tough topics and NOT accept the Status Quo. One of these status quo topics that we love to challenge is the area of “Mum guilt”.

Read More »

In Focus: International Day of Families

amilies come in many shapes and sizes. Family dynamics and challenges can be relatively simple or complex. There is literally not one-size-fits-all and I would love to dispel the thinking that, as a business, we only consider families with a traditional mum, dad and kids.

Read More »

Meet Trish Costelloe

Chief Customer Officer

I am an innovative customer centric leader, passionate about people, quality, and the customer. I love that I am empowered here at Retail InMotion to lead our teams to deliver value to the customer. We use our global market expertise and insights to make a difference by driving out impactful innovative solutions. My focus is to partner with our people and customers to drive out and deliver a best-in-class customer experience, the opportunity to lead and transform that experience is what excites me on a day to day basis.

Meet Elizabeth


There is never a dull day working at Retail inMotion, our industry is in a rapid transformation which means the pace is fast and often complex but what I love most about facing these challenges is the people I get to work with every day. Our people are diverse and multicultural and this inevitably creates teams where new ideas and solutions are created – leading these teams is the most rewarding experience.

Laura Rösges


Of course, working in a growing company with international colleagues & customers is great - However, what truly delights me, are the teams and personalities working at RiM turning customer ideas into flying concepts! At RiM, there's always room to bring in new ideas on how to reimagine onboard experiences or try out new approaches to drive our business, which I simply love.

Meet Iarfhlaith


As the CTO at RiM, I am responsible for the global technology strategy. While overseeing Product, Engineering, Delivery, IT Ops and Security, I also enjoy the challenge of scaling RiM's technology capabilities for the next phase of growth for the company, and building a high performance organisation to deliver it.

Meet Colin

I am working at RiM since 2015. Watching how the customer base and solution grow into the industry leader during this time still gives me immense pride. It is still, all those years later, truly a special place to work. Without sounding cliché - every day brings something new, usually a new problem we need to resolve. Part of the RiM DNA is problem solving ability and doing this with our teams gives me a lot of satisfaction.

Meet Mir

Head of Retail NAM Region

Best thing about working for RiM is the team of creative, spontaneous and hardworking people that create a memorable Inflight experience for our clients and their guests onboard. We have a very unique culture that encourages each team member to bring their best out for our clients. We all enjoy our jobs and believe in our purpose which makes every work day fun and exciting. As they say there is “never a dull moment” at Retail inMotion.

Meet Michelle

Retail Director

I love working at RiM because the culture of our company means that everyone has a voice and we are all part of the difference we make together. We are free to make changes as part of a team and also as part of the Retail inMotion family. Travel retail involves so much more than I ever could have imagined and every day is different, exciting, challenging, and sometimes even a bit crazy.

Meet Sara

Head of OBR EMMA Region

I love working here especially because of the opportunities I was able to experience in different parts of the world and with different colleagues. These past years here have been a lot of work, growth and fun, and this is why we keep working together. Much more yet to come!

Meet Robert

Head of Retail APAC Region

RiM provides me with an environment and culture that empowers myself and my teams. Innovation and creativity are key to this culture and lead to a challenging but highly rewarding career. My role allows me not only to lead business development in my region but also to implement and then ensure performance standards for new business opportunities, so no day is every really the same, the diversity of challenges is a key driver of my personal and professional fulfilment with RiM.

Meet Stephanie

Global Head of HR

I love working here because I have been given the freedom to drive my purpose in life, which is to show people that they can belong and be supported, whilst having a satisfying and successful career. I am incredibly proud of my People Success Team, we have created an environment where each of us thrives and we work hard together to continue spreading that experience throughout the company.

Meet José

Head of Onboard Retail Europe and Managing Director Retail inMotion GmbH

RiM for me is not only the company I work for but part of my family. I had the chance to build up a team from 6 people to more than 100. More than 50% of the team I interviewed and hired myself. Apart from this, it is the inflight and travel retail industry which offers me the opportunity to work with a totally diverse universe of people and challenges me operationally and strategically every day. This is why I love working at Retail inMotion.

Meet Roy

In House Counsel

I love being a part of a global, committed, innovative, and diverse community bringing our customers and their passengers a better inflight experience.