Two years ago, Delta Air Lines raised the bar for American airport luxury by cutting the ribbon on its aircraft. very first Delta One lounge in New York.
There was a luxurious recording rooma true spa – and truly high-end, restaurant-quality cuisine.
And fine dining has become a must as the carrier has expanded its business class outpost. on five sites spread over four hubs.
Delta now hopes to improve its food and beverage offerings in the sky.
The airline on Wednesday announced an overhaul of the menus it will now offer in its flagship Delta One cabin.
On the way to his platters: Wagyu beef burgers, Hong Kong-style sea bass and braised lamb.
Flight attendants will serve $200 bottles of Silver Oak Cabernet Sauvignon from Napa and bottles of premium Kentucky bourbon from Blanton’s.
And that’s before pouring Taittinger Champagne over scoops of sorbet for dessert.
It’s part of a broader refresh of the so-called “soft product” in Delta’s premium cabins.
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Executives say this service upgrade aims to synchronize the onboard experience with what high-spending passengers now find in its most exclusive lounges.
“We’re basically ensuring consistency on the plane,” Ranjan Goswami, director of marketing and product, told TPG at an event in New York previewing the new amenities and restaurants. “If you start your trip by going to Italy, taking a safari in Africa, or taking a tour of Tokyo, you want to start that experience at Delta One.”
Delta One “soft” product update
Delta will begin rolling out its revamped Delta One service on November 2 on select key long-haul routes from Los Angeles, including flights to Auckland, New Zealand, and Brisbane, Australia.
Changes include an updated menu with new dishes like a seasonal risotto. Plus, an expanded cocktail and mocktail offering that will eventually include pours of expensive sake on the airline’s routes to and from Tokyo’s Haneda Airport (HND).
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Short rib. SEAN CUDAHY/THE POINTS BOY
Beyond the menu, Delta is also launching fresh linens, tableware and glassware to bring a new feel to the dining experience in its upper cabins.
And Italian fashion house Missoni’s airline amenity kits will include special socks from popular retailer Bombas, adorned with the carrier’s long-standing “Fly Delta Jets” moniker.
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SEAN CUDAHY/THE POINTS BOY
All told, Goswami ranks these changes to the carrier’s onboard offerings among the biggest “premium” investments in Delta’s history – from the debut of “Business Elite” class in 1998 to the private suites that are now a staple at the front of its planes.
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The Delta “Business Elite” class debuted in 1998. DELTA FLIGHT MUSEUM
“It’s about the suite meeting a whole new dining and drinking experience, as well as a new sleeping experience, all converging together,” he said.
First Look: Next-Generation Delta One Suites
Oh, and speaking of sequels? New ones are coming.
Earlier this year, Delta announced a next-generation Delta One suite product, which is expected to debut next year on its fleet of new Airbus A350-1000s.
After sharing images of the new seats in April, we got our first “real life” look at the product at this week’s showcase in New York.
As TPG First reported in April, these latest Delta One digs come with longer beds and built-in mattress toppers. Plus, they feature Delta’s largest entertainment screen yet – and, of course, private sliding doors that the carrier was the first in the United States to introduce a decade ago.
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SEAN CUDAHY/THE POINTS BOY
Expect these seats to be present on long-haul routes to Asia and the Middle East, executives said last spring. It’s remarkable as Delta sets its sights on significant growth across the Pacific Ocean in the years to come.
An arms race at the front of the plane
This move by Delta to strengthen its forward cabin comes at a particularly competitive time for airlines, especially for customers willing to splurge for a premium seat.
Earlier this year, United Airlines made a splash by rolling out its next generation Polaris business class product.
He understood Extra-luxurious Polaris Studios in the front rows and against the bulkheads — large suites that United has paired with its own amenities, like a pairing of caviar and Laurent-Perrier Cuvee Rose Champagne.
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United Airlines’ new “elevated” Boeing 787-9 Dreamliner. SEAN CUDAHY/THE POINTS BOY
To date, Delta has not announced a highly advanced business class product to directly compete with United’s new “studio” suites (“We’re always looking for new ideas” was all Goswami had to offer.)
But it’s safe to say that carriers’ efforts to lure high-spending customers to their planes — and, ultimately, their loyalty programs and credit card wallets — have no end in sight.
Across the industry, this arms race is already leading to fancier clubs, more premium seats and faster in-flight Wi-Fi.
Increasingly, this also manifests itself in the form of high-end food and expensive alcoholic beverages.
Looking to the future
After launching its updated Delta One “software product” on these initial routes to Australia and New Zealand next month, the carrier plans to expand its offerings across its entire network.
Passengers will begin seeing updates early on select Delta One domestic flights in February. Then it will roll out globally in March.
The carrier also plans to add some new touches to its domestic first-class cabin early next year.
In addition to the new products and menus, Delta also plans to start giving customers more time to place pre-orders for their in-flight meals. Today, passengers must submit their choice at least one day before their flight.
From now on, pre-orders will be open until 18 hours before departure.
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