The new service concept represents one of the most significant investments in the airline’s premium onboard customer experience to date. With a strong focus on the guest, every aspect of the onboard service has been redesigned. The concept spans every travel class and applies across all long-haul flights and across every aircraft type, whether equipped with Allegris or not. The new First Class service was already launched at the end of March, with Business, Premium Economy, and Economy Class set to follow on May 6.
At its core, FOX focuses on three key areas: personalization, comfort, and Signature Moments. The new onboard service sets new standards for personalization. In all classes, guests enjoy more choices and greater flexibility. Numerous details create thoughtfully designed moments of well-being and a more comfortable travel experience throughout all classes. With Signature Moments, FOX sets distinctive accents on board that are not simply synonymous with a “better” product but are unmistakably Lufthansa.
Jens Ritter, CEO of Lufthansa Airlines, said: “Lufthansa is celebrating its 100th anniversary. To mark this special occasion, we are redefining the service on board our long-haul flights. Our goal is clear: We want to be the number one premium airline in Europe. To achieve this, we are investing over 70 million euros, this year alone, in the new premium service across all classes for our guests. These enormous financial investments during challenging times demonstrate how sustainably and resolutely we are renewing and transforming Lufthansa. I thank the entire team for their tremendous efforts over the past two years, and I am proud of what our customers can enjoy on board with us.”
Business Class Highlights
In Business Class, the new premium service offers guests a particularly memorable experience with a focus on culinary. New menus by Johann Lafer, who has previously created dishes for Lufthansa on short-haul flights, will continue to treat passengers to the highest culinary quality and exciting combinations in the future.
The new breakfast menu allows guests to pre-select their morning meal the evening before, choosing from a varied menu ranging from smoothies to French toast and omelets.
FOX Business Class features completely new tableware. As a Lufthansa Signature Moment, a classic coffee and cake service will be offered on board. Also, a brand-new offering is “Sky Selection.” Guests can now order their second meal on long-haul flights whenever they like—from a wide selection including tapas bowls to currywurst to macarons.
Highlights of Premium Economy Class
For guests in Premium Economy, FOX is all about enhanced comfort. The entire first service has been significantly upgraded from a Business Class-level appetizer to a choice of three hot main courses, alongside fresh, warm bread. Guests can also enjoy pastries or a slice of cake alongside an expanded beverage selection featuring more frequent service, greater variety, and a new digestif service.
For an extra touch of comfort, travelers will now receive cozy slippers.
Highlights of Economy Class
FOX also offers numerous innovations for travelers in Economy Class. For the first time, Economy Class passengers will receive an amenity kit featuring a sleep mask and earplugs for an improved rest. Additional upgrades include new and modern tableware—across all classes, with new cutlery and trays, and a printed menu. The beverage selection is being significantly expanded. On flights longer than ten hours, passengers can choose from three hot main courses, as opposed to the previous two. Greater choice and personalization now define the Economy Class as well.
Fun facts about FOX
The launch of the new premium service at Lufthansa is a logistical achievement. Here are some facts and figures to prove it:
New tableware and cutlery: 187 million individual pieces must be replaced or introduced within a short time. The individual pieces have been flown to all our departure airports worldwide in recent weeks, so they are available there for return flights to Germany.
Incredible dimensions: Approximately 300,000 Business Class main course plates are being procured just to launch FOX.
Stacked, the plates would reach a height of 2,400 meters = 6.6 times the height of the Eiffel Tower.
The new service was tested on more than 110 test flights.
Over 9,000 guest feedback responses and over 500 different crew feedback responses were considered.
There were 28 menu presentations at 57 airports worldwide for employees in preparation for the rollout.
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