New US Airways Premium Meals in Economy

US Airways announced it would be offering premium meals in Economy called DineFresh starting today, August 1^st.  DineFresh will be offered on international flights to Europe, the Middle East and South America.

The premium meals will be $19.99 and have to be purchased at least 24 hours in advance of your departure.  If the option is available on your flight, US Airways will email you letting you know. The premium meal options are paired with complementary wine and include:

1-Vegetarian meal consisting of a Caprese salad with balsamic dressing, Portobello mushroom tortellini, Mediterranean-style appetizer and turtle cheesecake for dessert.

US Airways DineFresh Vegetarian Meal
Photo: US Airways

2-Protein meal consisting of citrus-marinated chicken skewers, seasonal grilled vegetables, classic shrimp cocktail and creme brulee cheesecake for dessert.

US Airways DineFresh Protein Meal
Photo: US Airways

US Airways Vice president of InFlight Services Hector Adler says,

“The new DineFresh meal option, which is paired with complimentary wine, gives our customers more choices when traveling internationally in Economy…With this new option, US Airways becomes the first U.S.-based carrier to offer a premium meal experience for customers in the main cabin.”

Both actually sound quite tasty but should we care and are people going to buy DineFresh meals?

First, let’s be honest.  The quality of international airline meals by US carriers has been sub-par for a long time in the economy cabin.  If you expect high quality food to be served in economy from a US airline you’re kidding yourself.  A few carriers have made an effort recently to make their meals tastier, most notably Delta, but I don’t know if it has made much of a difference.

As an example, my wife and I flew on Delta from the US to Singapore a few months ago in economy.  I am a fairly picky eater but when my wife who is not a picky eater refuses to eat the meal you know it’s not good!

Delta meal on the way to Singapore
Photo: Contrail Commentary

Secondly, some might argue this is US Airways acknowledging their economy food isn’t great and if you want something tasty you will have to pay for it.  Yes, this does seem to be the case, but who cares it’s really no secret.  US Airways might be making a smart move with DineFresh.

Airlines are all about additional revenue sources (I talk about that HERE) and if US Airways can market DineFresh well enough to create buzz and the meal actually tastes good I bet it will be fairly profitable for them.  I give DineFresh until the end of 2012 to prove itself as profitable and popular or else US Airways will dump it.

US Airways isn’t stupid, I’m sure they have market research showing enough people are interested in paying $20 for a decent meal in economy on an international flight but it seems a few dollars too expensive to me.

International passengers in economy don’t expect a good meal but would you pay $20 for a marginally better one?  I know I would pay $10 to upgrade to a DineFresh option probably even $15 but $20?  I will be watching how DineFresh does closely as I am sure other US airlines will as well.  You can bet if it’s a success United, Delta and American will try and follow suit.

US Airways has also added some new snacks too which include Brent and Sam’s Chocolate Chip Cookies, made with all natural ingredients and no preservatives for $3 each, Emerald Whole Cashews, featuring no trans fats and zero cholesterol for $3 each and The Original Chex Mix, for $3.49 each.

New US Airways MarketPlace Snacks
Photo: US Airways

For more information US Airways has a specific DineFresh website here.