Raising the bar is a challenge every business faces. Companies must constantly look for ways to stand out from the competition and win over fickle consumers.
British Airways’ plan, a new menu called Height Cuisine, calls for improving the taste of airline food. It may sound ambitious, but executives are convinced that by selecting foods that taste best at an altitude of 30,000 feet they just might be able to elicit a few “jolly good” responses. The Height Cuisine menu springs from the idea that food doesn’t taste the same at high altitudes as it does on the ground. In fact, experts say people lose 30 percent of the sensitivity in their taste buds when flying.
What changes have they made? In order to boost the sweet, sour, bitter or salty qualities of certain foods, the new recipes add extra ingredients. Citrus is added to sour dishes, while sharp cheeses like parmesan are used to create saltier dishes. In addition, thousands of wines were compared to find options that maintain a balanced flavor in the air.
The Height Cuisine menu is only available in first and business classes, but it’s a good first step toward reshaping perceptions of airline food.