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Airlines Should Charge Extra For Quality First Class Meals as Standards Decline
First class meal quality has declined over decades, fueling calls for premium buy-on-board options to improve taste and generate revenue.
The gist
With first class meals worsening, airlines could boost income by offering premium paid meal options on domestic flights.
Continuing coverage
All Ancillary Revenue →Nearly 30 years ago, first class airline meals were a memorable luxury, with multi-course dining featuring appetizers, steaks, and desserts accompanied by drinks in spacious reclining seats. In 1997, a first class upgrade on United Airlines offered such an experience on a Boeing 777 flight between Los Angeles and Washington Dulles. This level of service stood in stark contrast to today’s offerings, which many frequent flyers find disappointing and lacking in quality.
By 2001, however, United Airlines began cutting back on inflight catering expenses. The change sparked debate among travelers, especially with the introduction of a so-called 'gourmet' cheeseburger that, while still substantial, symbolized the downgrading in meal quality compared to what had been enjoyed previously. Other legacy carriers, including American Airlines, experienced similar declines in meal standards following mergers and cost-cutting initiatives.
American Airlines once served meals even on the relatively short 919-mile Washington National to Miami route, but by 2014 meal service on many domestic flights was severely reduced or eliminated. The carrier made some efforts to invest in meal quality less than a year later, but widespread dissatisfaction led many passengers to stop eating onboard entirely. United Airlines attempted to remove meals on flights under four hours outside of dinner hours in 2018, but reversed the decision within two weeks due to negative feedback.
Despite these cuts, airlines have shown they can improve onboard food offerings through options like pre-ordered meals, which American Airlines introduced nearly 14 years ago. Originally, this allowed first class passengers to secure preferred meal choices, including higher-quality special meals. Over time, these premium selections lost their distinct appeal as protein was removed from some special meals, further eroding meal quality.
Amid ongoing efforts to boost ancillary revenue, airlines face a strategic choice: continue reducing meal quality and rely heavily on baggage fees, or create new revenue streams by offering premium meals for purchase in first class. Given customer willingness to pay for better food, a buy-on-board model for premium meals could generate income while enhancing passenger satisfaction. This approach could cater well to first class travelers, who generally have greater propensity to spend for perceived value.
The logistic feasibility of paid premium meals is supported by examples from international carriers and European airlines. Austrian Airlines offers pre-ordered premium meals in economy for about 15 euros, while Czech Airlines provides a broad paid meal menu and premium wines. airBaltic similarly operates a paid premium meal selection, showing that such programs are viable across cabin classes and regions. Implementing this in first class with fewer passengers is operationally simpler and financially promising.
Meanwhile, U.S. airlines’ existing meal quality has reached historic lows, with one major carrier reportedly serving $1 shelf-stable pasta in first class. Some suggest that offering a better meal for a fee is preferable to continuing to serve cheaply prepared food included in the ticket price. The argument contends that moving to a la carte meal options in first class, akin to Delta’s basic first class concept without advanced seat assignments, could improve the onboard experience and airline bottom lines.
High-quality meal production is possible in U.S. catering facilities, as evidenced by Asian and European carriers providing delicious meals departing from American airports. Premium dishes such as ANA’s ramen, Singapore Airlines’ lobster thermidor, and Etihad’s salmon biryani highlight the culinary potential. This suggests U.S. carriers could leverage local caterers to create enticing paid meal options without excessive complexity.
Adopting a premium paid meal model in first class could revitalize inflight dining by aligning passenger expectations with delivery and allowing airlines to monetize enhancements sustainably. As airlines seek to diversify revenue beyond baggage fees, premium meal options represent a tangible avenue to invest in customer experience and profitability simultaneously.
Frequently asked questions
- Why have first class meal standards declined on U.S. airlines over time?
- Since around 2001, U.S. airlines like United and American have cut inflight catering budgets, leading to simpler, lower-quality meals as part of broader cost reductions and merger-related service changes.
- What options have airlines introduced for first class meals?
- Airlines such as American introduced the ability to pre-order first class meals and special meals, allowing passengers to select preferred options, though overall meal quality has decreased.
- Could airlines make more money by charging for premium first class meals?
- Yes, by offering optional premium meals for an extra charge, airlines could generate additional revenue and deliver higher-quality food to passengers willing to pay, improving customer satisfaction and profitability.
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