Lufthansa customers will soon have to pay for food and drinks on the plane. The concept is called "Buy on Board". The first contracts have now been concluded with the first providers. This is how coffee and sweet snacks from Dallmayr come. Salads, sandwiches, main dishes and juices are supplied by Dean & David. Corresponding contracts were signed between the three companies. Travelers should be able to reserve the individual dishes and menus via the app before the flight and book some drinks and snacks on site.
Dean & David was founded just over 13 years ago and focuses on healthy sandwiches, bowls, salads and wraps. Lufthansa customers should pay between around three euros for a coffee. The orange juice from Dean & David is available for four euros, as current menus show. Dallmayr is, in turn, one of the best-known German coffee brands.
Why aren't there free drinks and snacks at Lufthansa?
Lufthansa announced last year that it would forego free food and drinks on its planes. Key statement from the management: Anyone who wants to drink or eat something at Lufthansa should pay for it. On the one hand, the airline wants to save costs with it, on the other hand, the strategy conceals a large-scale "premium offensive" that is supposed to be an important source of income for the Ocean project.
Lufthansa wants to offer premium offers via app in the future. This includes, for example, in addition to the reservation of certain drinks, meals and menus. also additional flight services such as XXL seats, internet on the plane, video-on-demand programs, fast check-in and other services that are actually known from cheap airlines.
For example, Lufthansa announced that it wanted to add new seat categories to all classes. Travelers may then be given seats with more legroom, catering or wider armrests for a fee.
Why is Lufthansa becoming a kind of premium low-cost airline?
In the next few years Lufthansa will dedicate itself more to private travel. Because companies want to save money in view of the corona pandemic and at the same time be more environmentally conscious, the industry expects a massive slump in business travel even after the end of the pandemic.
There will still be entrepreneurs who fly across the world to meetings or trade fairs, but that should no longer be a central market for airlines.
This is one of the reasons why Lufthansa looks to private trips, package holidays and families. In this area, the low-cost providers set the tone and this is where Lufthansa wants to be active. The aim is obviously to offer cheaper, high-priced air travel with a premium character.
What is the Ocean project?
Long-haul tourist flights within the Lufthansa family are to be coordinated via the Ocean project.
At the start, Eurowings will target flights from Frankfurt and Munich via the project. Later, other brands belonging to Lufthansa are to take over medium and long-haul flights. Well-known low-cost and premium brands such as Lufthansa, Eurowings, Swiss, Austrian Airlines, Brussels Airlines, Edelweiss, Air Dolomiti and Sun-Express now belong to Lufthansa.
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