When you get on a plane, do you ever think about how bizarre it really all is? We queue up and are herded into our designated sections of coach, premium coach, emergency exit priority seats, business, or first.

The plane essentially is a long narrow tube with varying degrees of comfort depending upon what you pay. We pray for upgrades to try to escape the nastiness of coach and use miles wherever we can to increase the likelihood of better seating and then get ready for the long journey across the Atlantic or Pacific or down the east coast. We expect to be served the worst food in the world, are grateful for the small bag of peanuts (unless there is someone on board who has a peanut allergy in which case you are forbidden from that small pleasure), pay for dreadful wine and warm beer, purchase the earplugs that are so bad that it’s not worth the cost, and put up with for the most part dreadful service from flight attendants who really gave up liking their jobs 30 years ago.

Well good news on the food front. Airlines are starting to understand that there is revenue to gain in food. Most people on long haul don’t invest in sandwiches or carry on food at airports. Wolfgang Puck and Gordon Ramsay have made inroads here but we still anxiously wait for the moment when we are handed the menu and pick the plastic chicken with congealed rice.

Now overseas airlines are offering special cuisine food. On Air France you can choose from a variety of food options. There is French cuisine foie gras, duck confit, or Asian healthy or the usual but dramatically improved vegetarian options. Different from the past is that they charge you more for this service. The cost is between $20 – $30. But the food is actually decent and it’s worth it simply to watch the passenger in the seat next to you with the congealed and shriveled piece of over cooked meat (animal not known) stare at your appetizing concoction longingly.

It’s being rolled out in Europe first and American carriers, ever slow to move on this, are evaluating. Evaluating! This is a business opportunity. You can make money and have well fed happy fliers in coach. Hang on. Let’s not rush into this. They are our clients after all!!

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