Jaunted

What's Next for Virgin America

10/22/2007 at 9:50 AM
Tags: Virgin America, Fred Reid, Airline Food, Airline 2.0 (all tags)

We already know that Virgin America has a tricked out entertainment system and is working on in-flight WiFi. But CEO/poker enthusiast Fred Reid isn't done building the airline. In a recent interview with Fast Company he says food is the next thing on his agenda:

[The food] is not where I want it to be yet. I'm looking for an upscale option. For some reason, most airlines think that they have to offer you a soggy, cold turkey sandwich for $4. My challenge to my team is: I dare you to do a $20 meal option, because anybody who's traveling on business should be able to expense that. For $20, I can put on something kick-ass--and I'd be the only one doing it.

While Reid says that's his plan, he also describes hating the food when he was president of Delta. He says the food was so bad, he'd bring his own on board, even though he could obviously expense the airline-provided meal. If we're going to shell out 20 bucks for some grub, it better be tasty enough for the airline's CEO.

Related Stories:
· After the Virgin Birth [Fast Company]
· On the Scene: Virgin America's Party At Tryst [Jaunted]
· Virgin America coverage [Jaunted]

[Photo: San Francisco Chronicle]