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Delta Air Lines Updates Buy On Board Options on June 1

Delta Air Lines Flight Fuel

Delta Air Lines updates its buy on board options in Main Cabin (Economy Class) from the current EATS program to Flight Fuel starting on June 1, 2016. The new in-flight catering programme focuses on healthy and fresh ingredients.

 

Delta Air Lines

Flight Fuel will future three menu options designed based on different routes. There will be some staples like the Honey Maple Turkey Breakfast Sandwich and the Luvo Sesame Grilled Chicken Wrap that would be featured on all routes. However, each menu would also feature its own specialty items. All Luvo designed food options would be under 520 calories.

  • Flight Fuel – flights over 900 miles/1,440 kilometers within North America
    Delta Air Lines Flight Fuel Menu
    Delta Air Lines Flight Fuel National Menu (Summer 2016) – Mesquite-smoked turkey combo
    Delta Air Lines Flight Fuel Menu National (Summer 2016)
    Delta Air Lines Flight Fuel Menu National (Summer 2016)
  • Flight Fuel Premium – transcontinental non-stop flights between New York JFK International Airport (JFK) to Los Angeles International Airport (LAX) and San Francisco International Airport (SFO)
    Delta Air Lines Flight Fuel Premium Menu
    Delta Air Lines Flight Fuel Premium Menu (Summer 2016) – Murray’s Fruit & Cheese . Founded in 1940 in the heart of Greenwich Village, Murray’s Cheese is one of New York’s most beloved cheese shops. Through its flagship stores on Bleecker Street and in Grand Central Station’s food market, Murray’s offers hundreds of domestic and imported artisan cheeses, along with a large selection of specialty goods, solidifying the company’s commitment to bring the best cheese selection to the U.S.
    Delta Air Lines Flight Fuel Premium Menu (Summer 2016)
    Delta Air Lines Flight Fuel Premium Menu (Summer 2016)
  • Flight Fuel Hawaii – flights between Honolulu International Airport (HNL) to/from all mainland destinations
    Delta Air Lines Flight Fuel Hawaii Menu (Summer 2016)
    Delta Air Lines Flight Fuel Hawaii Menu (Summer 2016) – Chicken & Couscous Salad
    Delta Air Lines Flight Fuel Hawaii Menu (Summer 2016)
    Delta Air Lines Flight Fuel Hawaii Menu (Summer 2016)

The airlines has also refreshed its snack boxes under Crave, Crunch and Tapas labels.

Delta Air Lines Snack Box Menu (Tapas, Crave, Crunch) - Summer 2016
Delta Air Lines Snack Box Menu (Tapas, Crave, Crunch) – Summer 2016

Delta Air Lines will be the first US based airline to offer the snacks as non-genetically modified organism (GMO) and will package them in recyclable materials along with full ingredient and allergen labeling.

“The newly branded Flight Fuel program extends far beyond a name change, it’s really about introducing multiple new menu offerings and providing transparency into ingredient and allergen information for customers,” said Allison Ausband, Delta’s Senior Vice President of In-Flight Service. “This latest enhancement is another step in the right direction for Delta as we continue to improve the overall customer experience and provide a variety of fresh, healthy options in flight”.

 

Analysis

The new menu items will be rolled out near June 1, 2016. For the time being, Delta Air Lines’ elite Diamond frequent flyers do not have access to these food items for free when they are seated in Comfort Class.  This is a departure from its network competitors like United Airlines and American Airlines who provide one free snacks/sandwiches for their highest tier frequent flyers (GS/1K and Executive Platinum). Note that Delta Air Lines frequent flyers (Gold and above) are eligible for upgrades into Delta One, First or Comfort + classes which may have free food.

Passengers would not be able to pre-order specific food items prior to boarding when they are travelling within North America. This could change when the technology is available for the airline to manage supply and demand. Food ordering is a good way for airlines to make ancillary revenue as passengers are worried that they would not be able to buy on board for longer flights.

Besides the Luvo partnership, the airline could also explore expanding options with its coffee supplier Starbucks (News – February 2015) on other snacks.

 

 

 

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