Lufthansa has ushered in a new era for its long-haul service with the launch of the Future Onboard Experience (FOX). This initiative, which began operating in First Class this Sunday, represents one of the most ambitious investments in the airline’s history aimed at transforming the customer experience across all cabins.
A Strategic Investment of €70 Million
Coinciding with its 100th anniversary, Lufthansa has allocated more than €70 million to comprehensively overhaul its long-haul flight service. According to Jens Ritter, CEO of Lufthansa Airlines, the objective of FOX is to set new standards for comfort and individuality across all four travel classes.
The development of this concept was far from accidental; it was carried out over a two-year period involving more than 110 test flights. Throughout this process, the airline integrated feedback from over 500 crew members and more than 9,000 passengers to perfect every detail of the service.
Avant-Garde Gastronomy with Michelin Pedigree
The cornerstone of the new First Class is its “fine dining” culinary offering—light, modern, and sophisticated. The menus were designed by Chef Christoph Kunz, holder of two Michelin stars and a key figure in creative haute cuisine from his restaurant, Komu, in Munich.
The structure of the meals under the FOX concept is based on a curated selection of small plates:
- Gastronomic Trilogies: Passengers enjoy selections presented in three parts for the amuse-bouche, appetizer, and dessert.
- Main Course Flexibility: Travelers can choose between an individual dish or a full tasting menu.
- Gourmet Breakfast: A diverse morning menu has been introduced, which includes caviar upon request.
→ Lufthansa Celebrates Centenary with Special Livery Designed by Employees
Signature Moments: Caviar and Prestige Champagne
Lufthansa is maintaining its most cherished traditions while providing high-level updates. The caviar service, considered one of the iconic “Lufthansa Signature Moments,” is now accompanied by traditional blinis and served with a new mother-of-pearl spoon.
Regarding the wine cellar, the airline has raised the bar by including—for the first time—the prestige cuvée La Grande Dame from the renowned house of Veuve Clicquot. This exceptional vintage will be available on all flights, complementing the company’s rotating selection of premium champagnes.
Personalized Wellness with BABOR
The First Class experience is rounded out by an innovative approach to personal care. Through a new “amenity menu” developed in partnership with the skincare brand BABOR, passengers can individually select the cosmetic and skincare products that best suit their specific needs. Once chosen, the crew delivers the products directly to the customer’s seat.
Global Availability
While First Class is the first to debut these innovations, Lufthansa plans to implement the new FOX service concept across all travel classes on its long-haul routes, ensuring a consistent and modernized experience for all international passengers.
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