US Airways Bags Cold Sandwiches, Upgrades First-Class Menu

Since February, business travelers flying cross-country in first class on US Airways have been given the same cold, boxed sandwiches that passengers pay for in the back of the plane.

Perhaps this is not the best way to treat your top customers who pay hundreds of dollars more than those in coach or who have converted some of the tens of thousands of frequent flier miles they've racked up as loyal US Airways passengers.

On Aug. 1, US Airways will back away from the cheap sandwich in first class. Passengers in the best seats on the long-haul flights will be served a hot meal: omelets or French toast for breakfast, pasta or chicken for dinner.

US Airways acted after receiving complaints from some of its most frequent travelers. "We heard from our customers that they wanted the hot meals back," said US Airways spokeswoman Amy Kudwa, who added that the meals had been removed only because of a problem with one of its food vendors.

Frequent fliers applauded the decision. "This is a step in the right direction," said Alexandria-based economist Charles A. Witt.

US Airways' decision comes at a time when the nation's airlines are trying to beef up revenue from their most exclusive and expensive product: the first-class seat. That means enticing travelers to open their wallets by adding or bringing back amenities.

The focus on first class also is aimed at reminding travelers of the difference between airlines: Don't even think of getting a first-class seat on the low-cost carriers, such as Southwest or JetBlue -- because they don't have them.

Continental Airlines is doubling the number of first-class seats on each of its 757 jets to 24 to give more travelers the chance to fly in the front of the cabin. The airline is taking 18 seats from coach to accommodate the expansion.

Among the perks for first-class passengers: boarding the aircraft early and passing through designated first-class security lines.

American does serve hot meals in first class and allows passengers five to seven more inches of legroom than is available in coach. Northwest recently began charging coach passengers for a bag of nuts but still gives snacks away in first class, along with a hot meal on longer flights.

"There's a sense that if [the airlines] can convince you that there's value added in first class, the premium is reason enough to spend the extra money," said Joe Brancatelli, publisher of the subscription online travel site http://Joesentme.com .

But with meals, some pillows and extra legroom, first-class travelers are essentially getting what everyone used to get in coach. "First class in 2005 is coach circa 1975," Brancatelli joked.