Lufthansa is promising a “premium” transformation onboard, this time not with new seats, but with a sweeping overhaul of its soft product across all longhaul cabins.
Lufthansa Launches New “FOX” Premium Onboard Experience Across All Cabins
Lufthansa has officially launched its new “FOX” (Future Onboard Experience) concept, a wide-ranging refresh of its onboard service that will eventually touch every cabin on every longhaul flight.
It’s an ambitious update, but also long overdue, even in the face of rising oil prices.
What’s Changing: Cabin-By-Cabin
Lufthansa is not just tweaking one cabin. This is a systemwide soft product refresh. Here’s what to expect, broken down by cabin. The first class refresh launched on March 29, 2026 while the refresh in other cabins launches on May 6, 2026.
First Class
- New multi-course tasting menus with more regional rotation
- Upgraded caviar service and refined plating presentation
- Expanded wine and champagne selection
- New tableware, linens, and glassware
- Refreshed amenity kits and bedding
- More personalized, restaurant-style service flow
My favorite part of the first class soft product refresh is the new à la carte skincare menu in which first class passengers can customize Babor skin products by their skin type or preference.
> Read More: Lufthansa’s New First Class Skincare Menu Turns Your Seat Into A Mini Spa
Business Class
- More flexible meal service timing instead of rigid cart runs
- Redesigned menus with improved presentation
- Expanded beverage program, including cocktails
- Updated table settings and service flow
- Refreshed amenity kits
This is arguably the most important cabin in terms of the competitive landscape. Lufthansa’s Business Class soft product has felt dated for years, so even small improvements here will be noticeable.
Premium Economy
- Enhanced meal service with upgraded components including “business class-level” appetizers and a third entree choice, plus warm bread
- Expanded beverage selection, including a new digestif service
- Improved presentation and tray setup
- Updated amenity kits
- Slippers
Premium Economy on Lufthansa is already better than its arch nemesis Air France, but this should move it further ahead.
Economy Class
- New meal concepts with more variety on flights longer than 10 hours
- Additional snack options on longer flights
- An amenity kit (first time in economy class on Lufthansa)
- Printed menu
I’d personally rather see Lufthansa offer better coffee than amenity kits and a printed menu, but Lufthansa is at least trying to make the experience feel less bare-bones on longhaul flights. Perhaps it’s time to update my Lufthansa hits rock bottom review.
This Is Lufthansa Playing Catch-Up
Lufthansa’s soft product has lagged competitors for years. The airline has been stubbornly consistent…in a way that has not always been flattering (as much as I did not mind in first class…)
While carriers like Air France, Qatar Airways, and even British Airways have invested heavily in onboard service and presentation, Lufthansa has often felt dated, particularly in Business Class and Economy.
FOX is Lufthansa finally acknowledging that. And to its credit, this is not a small tweak. It is a full rethink of how service is delivered onboard, developed over years with input from thousands of passengers and crew members. I won’t call it a success or failure before I try it, but I can certainly say that a lot of time and thought has been put into it.
Beyond the quality of the new soft product will be the consistency of tissue delivery.
Airlines love announcing new service concepts but elivering them consistently is much harder. This is especially true at Lufthansa, where labor tensions and staffing issues have already complicated service rollouts in the past and recently led to five consecutive days of strikes.
A beautifully designed service concept on paper does not mean much if crews are stretched thin or unwilling to fully execute it.
But I’m hoping for the best!
CONCLUSION
Lufthansa’s new FOX onboard experience appears to be a step in the right direction. It modernizes a soft product that badly needed attention and finally aligns Lufthansa’s onboard service with its premium ambitions.
But the success of this rollout will be measured by whether passengers actually notice the difference when they step onboard…let’s see.
images: Lufthansa
Gut gemacht, LH! Incidentally, that Black Forest cake (Schwarzwälder Kirschtorte) looks exquisite and delectable.
The seasoned German flag carrier is about to launch the biggest onboard service shakeup in its 100 year history. Best of good luck to LH with Project FOX and a brand new Hugo Boss-designed uniform!
If you actually get the new Allegris cabin, the caviar and other amenities do seem nice. Ben at OMAAT did a review recently in F, got the new food, but had the older cabin on the a340. *sigh*
I saw Ben’s story and I think, as he pointed, it’s an evolutionary not revolutionary product development but moving in the right direction. As I said, I like the little spa menu, which is unique to LH (even if it is only sample-size containers and was poorly executed, per Ben) and can be improved.
Now we you need you or Ben to review if the business class improvements are noticeable as well.
I hope to try the new A350 Allegris later this year (but not booked yet).