One airline, two years of development, three clear principles, and four cabin classes – FOX takes off – FOX stands for Future Onboard Experience and will be Lufthansa’s new long-haul service starting May 6.
The new service concept represents one of the largest investments in the premium onboard customer experience in the airline’s history. With a clear focus on the guest, all onboard service elements and processes have been redesigned: across all travel classes and on all long-haul flights—with and without Allegris—and on all aircraft types. The new First Class service was launched at the end of March, with Business, Premium Economy, and Economy Class following 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—in Economy Class as well as in all other 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, says: “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. The focus is on the culinary experience. New menus by Johann Lafer, who has already created new dishes for Lufthansa on short-haul flights, will treat passengers to the highest culinary quality and exciting combinations in the future. The new breakfast menu allows guests to choose what they’d like to eat for breakfast the following morning from a varied menu as early as the evening before—ranging from smoothies to French toast and omelets. In addition, FOX Business Class features completely new tableware. As a Lufthansa Signature Moment, there will be a cake service in the future, where guests can treat themselves to coffee and cake in classic style onboard. Also brand-new: With “Sky Selection,” guests can order their second meal on long-haul flights whenever they like—from a wide selection ranging from tapas bowls to currywurst to macarons.
Highlights of Premium Economy Class
For guests in Premium Economy, FOX is all about offering more comfort: The entire first service has been significantly upgraded: from a Business Class-level appetizer to a choice of three hot main courses, plus fresh, warm bread. In Premium Economy Class, guests can also look forward to pastries or a slice of cake; in addition, the beverage selection has been expanded, so that from now on there are more frequent drink service, greater variety, and a new digestif service.
For that little 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 a peaceful night’s sleep. Added to this are new and modern tableware—in all classes, by the way—new cutlery and trays, as well as a printed menu. The beverage selection is being significantly expanded. On flights longer than ten hours, there are now three hot main courses to choose from—instead of two as before. Freedom of choice and greater personalization thus become a quality promise in Economy Class as well.
Fun facts about FOX
The launch of the new premium service at Lufthansa is a logistical feat. 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 taken into account
There were 28 menu presentations at 57 airports worldwide for employees in preparation for the rollout
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