The food in first class on airplanes is terrible. They should sell food up front instead.
I graduated from college in 1996 and achieved elite status on United Airlines for the first time in 1997. The very first time I was upgraded was on a flight from Los Angeles to Washington Dulles and the lunch was served in multiple courses. I had a plate of almond-dusted shrimp for an appetizer, followed by steak for the main course and then dessert.
In the spring of 2001, United cut spending on in-flight catering, and I remember the controversy among frequent flyers over the “gourmet” cheeseburger served at lunch. It was a good, substantial burger, not what customers today think of as an in-flight burger.
Before the merger with US Airways, American Airlines dinner was served here on board the 919-mile Washington National – Miami flight.
That was before US Airways eliminated meal service on American in September 2014. Things got so bad that less than a year later, the airline started investing a little more in its meals. I stopped eating on board.
After several cuts to meal service, United Airlines attempted to eliminate meals altogether on flights less than four hours outside of meal times in 2018. But after just two weeks, the plan was reversed.
- Airlines want to spend less on food
- But what if they miss out on a real sales opportunity?
Twelve years ago, American introduced the ability to pre-order meals in first class. You simply select what they would normally have on board in advance and are assured of getting the meal you want. Then came the ability to select “special meals,” and these were higher quality than the rest of American’s domestic meal service. I recommended the Muslim meal before they removed the protein from it. (Those meals were worth it, even if the government would think you were a terrorist if you ordered one.)
Airlines are thirsty for revenue. United raised prices for the first checked bag before the pandemic and is doing nothing more for customers in return. Why not look for ways to make more money in a way that also creates more value?
Airlines should offer paid purchases on board first class. Allowing you to pre-order a premium meal for an additional fee allows airlines to make more money from customers who may be able to pay the most. This may be a better strategy than charging higher checked baggage fees for occasional flyers traveling in economy class.
I would like to spend on a meal that actually good on a 3-hour flight. The only concern is that airlines may further reduce the number of meals included in the price. And that’s certainly possible, but it doesn’t have to be the case, and really how much worse could it get? American Airlines serves shelf-stable pasta for $1 in first class.
I would rather eat a good meal that costs me something than what is served today at no extra cost. And The catering companies at US airports are obviously capable of preparing good food. The food served on many Asian and some European airlines can be very tasty – even when the flights depart from the USA.
ANA Ramen
Singapore Airlines Lobster Thermidor
Etihad Salmon Biryani
Best Dim Sum in Singapore Airlines
This is logistically possible. Twelve years ago, Austrian Airlines introduced paid pre-order meals in Economy Class from the caterer DO & CO at a price of 15 euros.
Czech Airlines even offers paid meals in economy class with a huge selection, as well as paid premium wines such as Moët champagne and Chandon Imperial Brut Rosé. airBaltic also has an attractive program for choosing paid premium meals.
It should be:
- This is easier in first class as there are fewer passengers to look after
- to invest more in food at a lower price, as customers would choose instead of a meal in first class – the airline generates revenue And saves costs at the same time.
In a highly competitive industry, it is a better and more sustainable business model for airlines to make more money by providing better products to their customers than trying to charge more for the same or inferior product.
Do you agree – should airlines make this change? Would you buy a premium meal in first class on domestic flights?
