"HEIMAT" translates as "homeland" in French, but has a more sentimental value in German. It is therefore under the name "Tasting HEIMAT that Lufthansa has just launched its new menu for business class passengers on short- and medium-haul routes. The offer has been available since September 1 and is part of an effort by the German carrier to position itself more on premium traffic.
The company effectively anticipates a recovery among business travellers in the coming months. Attracting them back to business class with a superior product is therefore part of the German airline's strategy.
Regionalism and sustainability
With the new "Tasting HEIMAT" menus, Lufthansa responds to customers' desire for greater variety and sustainability. The carrier celebrates German regional cuisine with a presentation and ingredients that are adapted to an international clientele.
Young chefs from its catering partner gategroup have worked on lighter versions of German classics. Like the prawn salad with beetroot and potato terrine, inspired by Hamburg. Or the Frankfurt Grie Soss, made with kale, poached egg and potatoes. Or the traditional Leipziger Allerlei, a chicken salad with celeriac, juniper and black walnuts.
Variety is the order of the day, with the menus change every week and are different on the outward and return flights. The carrier also favours short circuits. The ingredients on the menus come mainly from the regions around Frankfurt and Munich, the company's two main bases. This means that fresh produce can be prepared every day. And to ensure sustainability, the company has banned all disposable plastic.
While Lufthansa wants to attract business travellers once again, it is continuing with its cost-cutting programme. In Germany, it has just confirmed the definitive closure of its Bremen, Cologne/Bonn, Dresden, Leipzig and Nuremberg salons.. On the other hand, it operates again since 1st September its First Class terminal at its Frankfurt hub.
