Flying has become a very expensive and frustrating experience that not many appreciate unless they are travelling first class, and even then, the services and comfort levels are nowhere near what they were in the 70s and 80s, which were the golden age of planes. Since it is now a world purely focused on filling seats and profits, airlines are trying everything they can short of making the experience more comfortable to entice customers to book with them. One of the few remaining perks of air travel is the meal that comes with certain long haul flights, and airlines are now focusing on improving the menu in a bid to retain passengers.
Airline food has never been that great, but it most certainly has improved in the past few decades when food scientists finally figured out the intricacies of our palates when we are in the air. But still, like every menu that is meant to feed many people and be reheated in a container, the flavor profile and texture leaves a lot to be desired. That does not mean that they have stopped trying to improve it, and the latest way that airlines like American Airlines are trying to do it is by personalizing the menu and adapting to the destination of their flight.
The new American Airlines strategy to improve their menu and passenger experience and retention
Of course, choosing a company over another in a long haul flight purely for the food is a terrible idea. Reclining seats, availability of space and price of upgrades are much more sensible metrics to apply and will likely make your flight a lot more pleasant. But since most business class seats are fairly comparable airline to airline, the distinction of the menu might be a tipping point for some.
The new menus are, of course, only available for those in business class and above, as they have been designed in partnerships with renowned chefs from the city they are flying to or from. The new food selections will be accompanied by other gourmet foods and rare liquors, which will round out the experience.
Starting this Wednesday, June 11, customers using Preferred Business, Flagship Suite, and Flagship Suite seats will enjoy new dishes that include ratatouille and porcini ribs accompanied by polenta, blue cheese, and walnuts on flights to Paris and Nice. Routes to Frankfurt and Munich will offer customers spaetzle with grilled zucchini and cremini mushrooms and between Barcelona and Madrid there will be a new seafood paella to entice customers. Meanwhile, London, Edinburgh, and Dublin offer mustard-coated lamb on vegetables.
For those that are not travelling at lunch time between London and Paris there will also be a special treat, an afternoon tea service inspired by the traditional custom of the English and French cities that can be pre-ordered.
This new menu also celebrates the opening of a few new summer routes for the company, and flights to Venice, Italy (VCE); Naples, Italy (NAP); Edinburgh, Scotland (EDI) and more will be a lot more enjoyable with the new menu.
As American Airlines explained in a press release announcing the changes “Summer travel is all about discovery, and as travelers look to experience the magic of Europe, the airline is bringing the essence of European destinations straight to customers’ seats with a new series of inflight summer menus. From bold, vibrant seafood dishes to timeless comfort food classics, every plate is designed to reflect the culture and cuisine of these iconic regions.”
Other airlines are following suit and making their own gourmet additions, JetBlue Airways has reintroduced its 2023 Scribe Estate Rosé de Pinot Noir, a wine that earned a Silver Medal for Best Business Class Rosé at last year’s Cellars in the Sky awards; Spirit Airlines has overhauled the snack offerings in its Go Big and Go Comfy fare tiers, forming a dozen new partnerships with well-known brands like Quaker, Twisted Noodles, Grandma’s Cookies, and Samuel Adams; and Alaska Airlines also unveiled a refreshed in-flight dining program called Chef’s (Tray) Table, featuring rotating seasonal menus crafted by acclaimed chefs from the West Coast.