American joins economy class food fight

American  Airlines has become the latest US carrier to announce it will reintroduce free food in economy class on some domestic services.

The decision comes after a similar move by Delta Air Lines as the four main airline groups, which now account for about 80 per cent of the US market, seek to differentiate their products.

Whether it marks a reversal of the airline industry’s lucrative “unbundled” pricing formula and its lucrative ancillary revenue stream remains to be seen and the American response so far is limited.

The carrier said it would make main cabin meals available on select cross-country flights on its up-market A321T trans-continental flights in both directions between Los Angeles and New York, and between San Francisco and New York.

But don’t expect to be wowed by a cordon-bleu banquet when the new meal service begins on May 1.

Depending on the time of day, customers will be offered a continental breakfast or a boxed meal with a sandwich wrap, kettle chips and dessert.  The menu also includes a vegetarian option and a fruit and cheese plate.

 “Some of our best customers fly our trans-continental routes and we want to give them a top-notch onboard experience,” said Fernand Fernandez, American’s vice president – global marketing.  “Providing complimentary meals in the main cabin is yet another step we’re taking to enhance our service in this competitive market.”

Delta began offering free economy food from March 10 on its banner runs from New York Kennedy to Los Angeles International and plans to widen the service to other routes frequented by business travellers.

 On April 24, Delta starts serving up free meals between Boston Logan International and San Francisco, Boston and LAX, Boston and Seattle/Tacoma, JFK and Portland, Oregon, New York Kennedy and San Diego, Kennedy and Seattle/Tacoma International, Sea-Tac and Fort Lauderdale/Hollywood and from Sea-Tac to Raleigh/Durham international Airport.