Lufthansa (LH) will launch its new “Future Onboard Experience” (FOX) across all long-haul flights starting May 6, marking one of the largest service overhauls in its history as the airline celebrates its 100th anniversary.
The initiative, developed over two years, introduces redesigned onboard services across First, Business, Premium Economy, and Economy Class, with a focus on personalization, comfort, and distinctive brand-led “Signature Moments.” FOX is set to launch a month after the carrier introduced this experience on the First Class.
Lufthansa’s €70 Million Bet on Premium Long-Haul Experience
Lufthansa has committed more than €70 million in 2026 alone to elevate its onboard service proposition. In our previous coverage on how FOX is set to change the way Lufthansa operates we reported that the carrier would replace 187 million items. Here are a few other fun facts about the carrier’s FOX program:
| Category | Details |
|---|---|
| Tableware & Cutlery | 187 million individual pieces replaced or introduced across the network in a short timeframe |
| Global Distribution | Items flown to all departure airports worldwide to support return flights to Germany |
| Business Class Plates | Approximately 300,000 main course plates procured for FOX launch |
| Scale Comparison | Stacked plates would reach 2,400 meters (≈ 6.6× the height of the Eiffel Tower) |
| Test Flights | New service tested on more than 110 flights |
| Guest Feedback | Over 9,000 passenger responses incorporated |
| Crew Feedback | More than 500 crew feedback inputs considered |
| Staff Preparation | 28 menu presentations conducted across 57 airports worldwide |
According to the airline’s official press statement, the FOX program applies uniformly across all aircraft types and configurations, including those equipped with the new Allegris cabin product.
Jens Ritter, CEO of Lufthansa Airlines, stated, “Our goal is clear: We want to be the number one premium airline in Europe.” He added that the investment demonstrates a “sustainable and resolute transformation” despite ongoing industry challenges.
The carrier emphasized that every onboard touchpoint—from catering to service flow—has been redesigned following feedback from over 9,000 passengers and 500 crew members collected during more than 110 test flights.
Business Class Enhancements Focus on Culinary Personalization
Business Class passengers will experience the most extensive upgrades, with Lufthansa placing a strong emphasis on dining flexibility and premium presentation. Renowned German chef Johann Lafer has curated new menus featuring elevated European cuisine, building on his previous collaboration with the airline.
Passengers can pre-select breakfast options the evening before arrival, choosing from items such as smoothies, French toast, and omelets, thereby enhancing service predictability and personalization.
| Category | Details |
|---|---|
| Culinary Concept | Modern, light fine dining |
| Chef | Christoph Kunz (Two-Michelin-starred chef) |
| Restaurant | Komu, Munich |
| Culinary Style | Creative, contemporary haute cuisine |
| Dining Structure | Curated selection of smaller courses |
| Amuse-Bouche | Served as a trilogy |
| Appetizer | Served as a trilogy |
| Dessert | Served as a trilogy |
| Main Course Options | Choice between a single dish or a tasting menu |
| Overall Experience | High-quality, innovative, and surprising dining concept tailored for First Class travelers |
A new “Sky Selection” concept allows travelers to order a second meal at any point during the flight, offering dishes ranging from tapas bowls to currywurst and desserts like macarons.
Additionally, Lufthansa is introducing a mid-flight cake service as a “Signature Moment,” reinforcing its brand identity through traditional European hospitality cues. There will also be a more premium champagne selection, marking the first time the airline will serve the prestigious Veuve Clicquot “La Grande Dame” cuvée onboard. This renowned Prestige champagne will now be available on every First-Class flight, complementing the airline’s existing rotating selection of premium champagnes.
(Premium) Economy Gains Comfort and Expanded Service Offerings
Premium Economy Class will see a notable uplift in both catering and onboard comfort, narrowing the experiential gap with Business Class.
The first meal service now includes a Business Class-style appetizer, followed by a choice of three hot main courses and freshly baked bread.
Passengers will also receive expanded beverage options, including a new digestif service and more frequent drink rounds, enhancing perceived value on long-haul sectors.
To improve rest quality, Lufthansa will provide slippers—an amenity previously limited to higher cabins—reflecting the airline’s focus on incremental comfort upgrades.
Lufthansa has extended several premium features to Economy Class such as:
- Amenity kits containing sleep masks and earplugs, a first for the airline in this cabin segment.
- Meal service has also been upgraded, with three hot meal options available on flights exceeding ten hours, compared to two previously.
- Redesigned tableware, printed menus, and an expanded beverage selection,
How FOX Compares with Lufthansa’s Parallel Transformation Initiatives
The FOX service rollout complements Lufthansa’s broader product transformation strategy, particularly the introduction of its Allegris cabin concept across long-haul aircraft.
While Allegris focuses on hard product improvements—such as new seats, suites, and cabin layouts—FOX addresses the soft product, including service delivery, catering, and passenger interaction.
In contrast, competitors like Air France and British Airways have pursued parallel upgrades, combining cabin redesigns with culinary partnerships and service personalization.
Reuters previously reported that European carriers are increasingly investing in premium differentiation to offset rising operational costs and maintain profitability in long-haul markets.
All in All
By standardizing enhancements across all cabins, the airline aims to deliver a cohesive brand experience regardless of ticket class—a move that could strengthen customer loyalty and yield management.
As global aviation demand continues to recover, Lufthansa’s investment signals confidence in premium travel demand and its long-term competitive positioning within Europe’s aviation landscape.