Surprise to passengers accustomed to munching on pretzels: legacy carriers are increasingly spending more on food to be competitive.
Food spending has risen by four percent in just one year, according to the Bureau of Transportation Statistics, though this generosity is not normally passed on to steerage passengers.
“To appeal to increasingly discerning palates, more and more domestic airlines are taking cues from international carriers, which have famously enlisted the help of boldface names to plan meals,” according to CNN.
For years American has relied on Southwestern cuisine chef Stephan Pyles and his Dallas colleague Dean Fearing to plan its in-flight menus.
More recently, United began working with Charlie Trotter to devise healthy meals with an international twist, like wild mushroom risotto and herb-rubbed chicken.
Delta, meanwhile, has tapped the skills of Michelle Bernstein, owner of Michy and Sra. Martinez restaurants in Miami, with nightlife entrepreneur Rande Gerber consulting on cocktails and master sommelier Andrea Robinson picking the wine.
According to airlines’ studies, passengers are actually happier paying for something they want to eat rather than getting free food they don’t want.
Virgin America points to research that revealed that economy passengers are willing to spend up to $21 on onboard services (including food and entertainment), but that the food needs to be fresh and cocktails high quality.
Though airlines insist their buy-on-board programs are primarily intended to offer passengers a better in-flight experience, they are also part of a larger effort to build up non-airfare revenue.
By David Wilkening
