Differentiation is important in any industry today and looms a key among airlines. Delta Air Lines will resume free meals in coach on 12 transcontinental U.S. routes, a move that restores an amenity that fell victim to cost cuts a decade ago.
Complimentary food returns March 1 on flights from New York’s John F. Kennedy International Airport to Los Angeles and San Francisco. On April 24, the offering will expand to another 10 cross-country flights out of New York, Boston, Seattle, and Washington, D.C.
Delta passengers flying in the morning will choose from items including a honey-maple breakfast sandwich and a fruit-and-cheese plate. Daytime options include a turkey combo and a veggie wrap. The Atlanta-based carrier tested complimentary meals on flights from New York to Los Angeles and San Francisco in November and December, generating higher customer satisfaction scores.
Catherine Sirna, a spokesperson for Delta Air Lines, told Loyalty360 that the airline is “constantly evolving our offerings to make sure that Delta customers have a choice, regardless of their travel needs, and that includes our food and beverage offerings.”
What’s more, Sirna said that customer feedback played a major role in Delta’s decision to offer complimentary meals on these 12 routes.
“When we tested free Main Cabin meals late last year, we saw a substantial increase in our customer satisfaction scores,” Sirna explained. “Our customers told us this is important to them, so we listened, and decided to offer complimentary, fresh, and high-quality meals in some of our most strategic markets. Delta is truly committed to providing the best onboard experience for our customers.”
Differentiation is a high priority for Delta.
“We do see this as a differentiator for our customers and something that could drive their purchase decision moving forward,” Sirna added. “At Delta, we are all about making the onboard experience the best it can be for our customers, and believe offering free meals in the Main Cabin on some of our longest domestic flights is an important enhancement to their overall experience.”
Sirna talked about customer loyalty at Delta.
“It (customer loyalty) is all about developing trust and relationships with the people who choose to travel with us,” she said. “We work to do that every day by listening to customers about what’s most important in their travel experience, and continuously reinvesting to deliver a considerate, personalized, engaging, and rewarding program. Delta is proud to be a leader in airline customer engagement as we focus on building lasting relationships. From the transformation of our Sky Clubs to feature sommelier-curated wine lists, local artists, healthful food options, and even Asanda Spa Lounges, to the steady drumbeat of improvements to our SkyMiles program that features miles that never expire, Choice Benefits, miles to use for a glass of wine or a Delta Private Jet, and award pricing starting at just 10,000 one way, Delta is continuously investing in programs and experiences across our business to earn customers for life.”