Why Some Airlines Are Investing Big in Food for Their Best Passengers
Photo Credit: Delta Air Lines last year introduced a menu that captured the "essence of a Roman-style trattoria" for some long-haul flights. The airline is one of many investing in food for premium travelers. Delta Air Lines
Skift Take
It's little comfort to the average coach customer, but airlines are spending big money to improve food for higher-value customers. Just remember, it's still airline food, reheated in a tiny galley, so it may never be award-winning cuisine.
During a recent focus group, Delta Air Lines shared several meals with prospective customers, asking which they thought might taste best. All were the same, but the presentation was different — from trays, to plate styles, to silverware.
It's probably no surprise customers thought food that looked best would be tastiest, so this spring, Delta will overhaul most of its service-ware in premium classes, adding new china and Alessi silverware.
"You literally put the same entree in front of the customer, and you have different bowls and trays and colors," said Lisa Bauer, Delta's vice president for onboard services. "If it's an overall dish that looks like it is microwavable, they don't think it's fresh. Food scores much higher when people are presented with something that doesn't look like it came out of a carton."
Delta is one of several North American airlines spending big bucks to overhaul how it prepares and presents meals for its most lucrative passengers. Delta already ea
