Air France is investing in its premium economy cabin with culinary upgrades, though I still wonder why the chic French carrier skimps on la présentation.
Air France Upgrades Premium Economy Meals And Shows Why Details Matter
Air France has announced a series of enhancements to its premium economy (a cabin Air France markets as “Premium” class) dining service, with the most notable change being an upgrade to the second meal service.
Start immediately, Air France says passengers traveling in Premium on flights longer than seven hours will receive an upgraded second meal service tailored specifically for the cabin. That replaces the carrier’s previous “Bon Appétit” snack bag, the same pre-arrival service as economy class, with a more thoughtful plated offering.
On daytime flights, that means choices like salads or club sandwiches. On overnight flights, passengers can expect a continental breakfast with pastries, fromage frais, and granola before landing (and hot bread on flights longer than 10 hours).
That may sound minor, but as other carriers offer a more competitive pre-arrival service, Air France is playing catch-up.
Premium Economy Is A Crucial Cabin
Premium economy has become one of the most valuable cabins for global airlines.
For years now we have seen interest from leisure travelers willing to pay more for comfort, corporate travelers whose companies will not pay for business class, and frequent flyers looking for a better longhaul experience without a lie-flat price tag…a huge middle market that has not cannibalized business class as originally feared.
Food Helps Define The Experience
Seat width, pitch, recline, and leg rests matter…and may be the primary concern to most people, but food matters too.
Passengers notice when they pay a premium fare but receive the same service flow as economy. They also notice when an airline makes an effort to differentiate the cabin.
Air France has long incorporated catering into its brand identity, but fallen behind in premium economy. This update helps bring a more competitive product onboard.
The airline says Premium customers will also continue to receive Champagne, upgraded tableware, and menus designed around French culinary standards, with main courses planned by Frédéric Simonin:
For the main course, Air France has entrusted the creation of delicious hot dishes to the renowned French chef Frédéric Simonin, who runs his own Michelin-starred restaurant and holds the title of Meilleur Ouvrier de France. He has created two à la carte dishes that are regularly updated, including a vegetarian option.
To design these dishes, Frédéric Simonin has worked in collaboration with Servair, the world leader in airline catering. Together, they have prioritized fresh, local and seasonal produce, as well as meat, poultry, dairy and eggs that are 100% French, and fish sourced from sustainable or French fisheries.
Many otherwise solid longhaul products stumble near arrival. After a decent first meal, passengers are handed a forgettable snack or something else that borders on grotesque. Air France has (finally) realized that the arrival meal matters too.
By improving the second meal, it is strengthening the last impression of the onboard experience…in some ways it is more important than the first service. But to return to my intro, note in the pictures above that the meals are still served on economy-class type disposable casserole dishes. Why not work on the presentation a little more and offer ceramic dishes, much like Lufthansa Group carriers do and even United Airlines and American Airlines do? It’s a small touch, but certainly one that I notice and one that makes the overall product feel a lot more premium.
CONCLUSION
Air France’s Premium meal upgrade is an important upgrade that recognizes that what its competitors are offering. A better pre-arrival meal and more elegant presentation help people justify paying more for the cabin…it’s good business.
“Bon appétit” to the lucky AF Premium Economy guests!
It’s not easy to overshadow AF-style!
Surprising how much AF PEY seems to suck given how good their business class is. I’ve really not heard great things but looking forward to trying it (for better or worse).
A Premium meal story (I know, pre planned to drop) on the day Spirit closes is the ultimate “Let them eat cake” moment here.