US Airways isn’t really a market leader in many ways. Their cabins are still dated and for most internal flights, entertainment consists of an inflight magazine and either a rather boring game of eye-spy or completing a half-done sudoku. However, US Airways does have miniture strokes of genius from time to time, usually spurred on by the chance to make some more money out of it’s passengers. This is no different. “DineFresh” is a brand new pre-order service (the first in the US) that provides you the opportunity to get an enhanced meal service (with wine pairing) to accompany you on your international flight for travellers in the economy cabin.
The program allows passengers to choose from either a vegetarian meal consisting of a Caprese salad with balsamic dressing, Portobello mushroom tortellini, Mediterranean-style appetiser and turtle cheesecake for dessert or a protein meal consisting of citrus-marinated chicken skewers, seasonal grilled vegetables, classic shrimp cocktail and creme brulee cheesecake for dessert.
Whilst this isn’t anything new, in fact, it’s basically created on the ‘special dietry requirements’ service that most airlines have offered since the dawn of man, just this time with a $19.99 price tag added to it. But it has to be said that airline food has always been a challenge, even sparking the best airline complaint letter ever. So hats off to US Airways. For those wanting to purchase product onboard, they have improved their snack offering, but does this mean that the quality of the rest of the food will go downhill? Possibly, therefore up-selling their brand new product. Let’s just hope that they bring this level of quality to the rest of their in-flight products.