Lufthansa is currently trying to work on its passenger experience, particularly on long haul flights. We’re seeing the airline progressively roll out its new long haul Allegris cabin concept, which includes a new first class and new business class, among other things.
However, that’s only part of what Lufthansa is changing, as the airline is also working on completely overhauling its soft product on long haul flights, which is long overdue. This is being rolled out progressively, and is now available in first class! So, what’s the new experience like? Let’s take a look, but first, a bit of background…
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Lufthansa hopes FOX will make it Europe’s best airline
2026 marks Lufthansa’s 100th anniversary. As part of this milestone, the airline claims it wants to fundamentally redesign its onboard experience, with a concept known as “FOX,” which stands for “Future Onboard Experience.”
The idea is that the experience will be changed across all service classes, regardless of whether or not planes have the new Allegris cabins. As of late March 2026, Lufthansa has rolled out FOX in first class. The expectation is that FOX will launch in other cabins as of May 2026.
Executives at the airline claim that the goal of this project is to make Lufthansa Europe’s number one airline (which… I guess it’s nice to have dreams… but that sounds a little like my “goal” of winning the lottery, or something). Lufthansa claims that FOX will redefine flying on long haul routes and “underline Lufthansa’s premium claim,” and will be “setting new standards in premium travel.”
Here’s what Lufthansa CEO Jens Ritter most recently had to say about this:
“To mark our 100th anniversary, we are redefining onboard service with FOX – in all classes and on all long-haul flights. We are investing more than 70 million euros in our long-haul service and, with it, in the customer experience. Our new offering combines outstanding comfort with the highest degree of individuality, creating moments that are truly unique. Every detail of our new onboard experience has been designed with the aim of setting new standards in premium travel – not only in First Class, but in all four travel classes.”
What all does FOX entail? As the airline describes it, “FOX stands for the fulfillment of individual wishes, for more flexibility, for comfort and premium, for human interaction and hospitality above the clouds with the unmistakable character of Lufthansa.” Here’s how the airline breaks down the points of individuality, comfort, and signature moments:
Individuality: passengers have more opportunities to shape their own flight experience. This is particularly evident in Business Class: with FOX, guests will be able to choose their second meal flexibly in future – exactly when it suits them. This concept offers a varied selection of savory and sweet dishes, snacks and hot meals. But the experience in Economy and Premium Economy Class will also become more individual: in future, guests will be able to choose from three meal options instead of two.
Comfort: Lufthansa will place even more priority on premium. High-quality amenities, upgraded textiles – and completely new tableware in all four classes. Modern and timeless at the same time. Because this is more than just functional: it is pleasant to hold, conveys value and underlines the premium experience on board.
Lufthansa Signature Moments: FOX also stands for special and unforgettable moments that only Lufthansa can create. The rose and the unique caviar service in First Class or the Avionic as a signature drink are unique selling points and examples of Lufthansa’s unmistakable signature. FOX picks up on these iconic service elements and further enhances the quality of the travel experience. When it comes to cuisine, a triad of home, variety and Lufthansa signature dishes can be tangibly experienced. Passengers can immerse themselves in different worlds of pleasure created by top chefs. Sometimes with a focus on the destination, sometimes inspired by the place of departure – always combined with a touch of anticipation.
Over the past couple of years, 180 Lufthansa employees and nearly 2,000 Lufthansa customers have been involved in this project, providing insights and feedback on new service concepts. We’ve also seen the airline trial some of the new service concepts on select routes.
Lufthansa unveils its new FOX first class experience
As of March 29, 2026, Lufthansa has introduced the new FOX passenger experience in first class. What exactly does that entail? I’m just going to share the entire description, since it’s only four paragraphs, and we might as well let Lufthansa make its pitch:
In addition to new tableware, a varied gourmet breakfast – including caviar upon request – and an expanded beverage menu featuring new cocktails, long drinks, and mocktails, the First Class menus in particular are set to be a memorable experience: They showcase modern, light fine dining – conceived by two-Michelin-starred chef Christoph Kunz. With his restaurant Komu in Munich, he is one of the defining voices of modern and creative haute cuisine. With FOX, First Class travelers enjoy a curated selection of smaller courses, consisting of trilogies for the amuse-bouche, the appetizer, and the dessert. For the main course, guests have a choice and can decide between a single dish and a tasting menu. Together, Christoph Kunz and Lufthansa have created a high-quality yet surprising concept.
Aside from the new FOX menus, First Class travelers on Lufthansa will continue to enjoy the popular caviar service, which has been one of the “Lufthansa Signature Moments” since the introduction of First Class. In addition to the excellent caviar served with the traditional accompaniments of lemon, egg, shallot, and crème fraîche, blinis are now also served – traditionally on a mother-of-pearl spoon, which is also new on board.
Lufthansa is also offering First Class guests an even more premium champagne selection: For the first time, the airline is serving the exquisite Prestige cuvée La Grande Dame from the renowned Veuve Clicquot. In addition to the rotating selection of premium champagnes, which will continue to be offered as before, First Class guests can now enjoy the exceptional quality of La Grande Dame on every flight.
The innovative amenity kit from BABOR rounds out the premium travel experience in FOX First Class. With the amenity menu, guests can individually select cosmetics and skincare products that perfectly suit them and their skin’s needs. The crew then brings guests the chosen products directly to their seats.
These all seem like nice enough improvements. Do I see anything here that is “setting new standards in premium travel,” as Lufthansa claims? I don’t think so. But I also don’t think Lufthansa needed to reinvent the wheel in first class. If the airline can roll out the new hard product and soft product, this will be competitive.
Selfishly, of course, I’d prefer the new hard product isn’t rolled out, since it’s the last remaining option to redeem miles for Lufthansa first class. 😉
Bottom line
After a lot of teasing, Lufthansa has finally started to roll out FOX, its revamped onboard service. This is now available in first class, and as of May 2026, will be introduced in business class, premium economy, and economy.
The first class changes seem thoughtful but incremental (yay mother of pearl spoon!). When paired with the new hard product, it’s a well rounded first class experience. I’m even more curious to see what changes in business class.
What do you make of Lufthansa’s aspirations with FOX, and the details of the new first class soft product?
Lol, the more LH says "in future" the more I read "in the next 7 years or so..."
With the exception of AF in F/J, all other European airlines are absolutely crap. So, LH could just make it easy on themselves by striving to be Europe’s second best airline.
I guess Turkish could be called European and their soft product is better pretty good. So maybe third best.
Well, actually TAP and ITA also put some effort. But with LH taking a stake in ITA that won’t last very long…
Look at cute Stanley Tucci is
Well, nothing says we're trying to regulate the cost like "caviar on request". If it were really high standards of service and what you were getting your money's worth, it wouldn't have to be by request.
Photos of baby-portion weak-wrist food appears to force starvation on the pax . Weak-wrist airline food .
What do they have against meat and potatoes and brown bread German food , with a bottle of wine or a stein of beer to chug ? One would think German food would be the calling card of a German airline , no ?
The meal looks exactly the same....