importance of food to comfort in the air, British Airways has built their new food style for the millennium. The 'Signature Style' of their flight food strategy used ten menu-planning criteria to reflect the needs and desires of the varied passengers and markets (Table 5.5). In aiming to serve memorable meals in the air, they have summed it up in one phrase: “Understate and over-deliver” when serving the meals, and a question they asked when planning the menu is: “What do our passengers like to eat?”