To illustrate this new profit opportunity, consider a recent change implemented in the airline industry. Following the events of 9/11, most airlines dramatically reduced food service in coach/economy class. And, if food service was offered, it was simply food that could be consumed without the use of utensils. This limited fare reduced the airlines' food expenses, thus increasing their profitability.
Recently, you may have noticed some airlines (Delta, US Airways) are now charging for food on flights in coach/economy class. If you want food on flights, be prepared to shell out anywhere from $2 or more for snacks and $5 or more for regular meals. Though it now comes at an additional price, the food is definitely better and the flier now has the choice of purchasing food in the terminal or, if he so desires, aboard the airplane.