FORT WORTH, Texas — Without making a formal announcement, American Airlines has quietly updated its buy-on-board menu, replacing a widely criticized steak sandwich with a new turkey wrap. The move, confirmed by flight attendants and passengers, marks a small but notable step forward in the carrier’s efforts to improve its food-for-purchase program.
The switch occurred about three weeks ago, according to cabin crew members on recent domestic routes. The new offering—a $13 Southwest-style turkey wrap accompanied by a street corn salad and a churro bar—takes the place of the $16 steak sandwich that had drawn passenger complaints since its debut earlier this year.
A Low-Key Change, But a Noticeable Improvement
American Airlines made no press release or social media post to promote the menu change. Instead, passengers began noticing the update during flights such as a recent Washington, D.C. (DCA) to Dallas/Fort Worth (DFW) route.
The previous steak sandwich, often described by travelers as soggy or unappetizing, had become something of a running joke among frequent flyers. Packaging and storage issues reportedly caused the sandwich to lose quality before reaching passengers’ trays.
By contrast, the turkey wrap has been better received. Travelers say it retains its texture, offers a more balanced flavor, and feels fresher overall. “It’s not gourmet,” said one passenger on a domestic route, “but it’s definitely edible—and that’s a big step up.”
The new wrap includes a side of street corn salad—praised for its freshness but sometimes noted as “a little heavy on dressing”—and a churro bar that provides a sweet finish to the meal.
Flight attendants confirmed that the turkey wrap replaced the steak sandwich about three weeks ago.
Steady Refinement of Onboard Offerings
The change appears to reflect American Airlines’ ongoing effort to refine its in-flight food offerings after years of pared-down service during the pandemic. The airline has been methodically rebuilding its buy-on-board program, reintroducing options that balance price, taste, and convenience for passengers.
At $13, the turkey wrap is priced more modestly than its predecessor, which cost $16. The airline’s popular tapas box—featuring a mix of snacks and spreads—remains on the menu and continues to receive positive feedback for its variety and portion size.
Premium frequent flyers, including ConciergeKey and Executive Platinum members, are still eligible to select one complimentary food item from the buy-on-board menu, according to travel site View from the Wing.
For passengers, these small updates are part of a broader trend toward gradual improvement in onboard experience. “Although the turkey wrap isn’t exceptional, it is seen as edible, consistent, and a better value at its $13 price point,” a traveler told the outlet.
Customer Perception and Market Positioning
For American Airlines, food quality has long been a minor but telling indicator of overall customer satisfaction—especially among domestic flyers who increasingly compare the carrier’s service to rivals such as Delta Air Lines and Alaska Airlines.
While the turkey wrap may not revolutionize in-flight dining, its quiet debut suggests the airline is paying closer attention to passenger feedback. In a competitive industry where perceptions are shaped by every detail—from seat comfort to snack presentation—small upgrades can have a meaningful impact.
“American Airlines has been slowly rebuilding its buy-on-board program after pandemic-era service reductions,” noted one aviation analyst. “They’re testing improvements without overhyping them. That’s a smart approach for a company still recalibrating its customer experience.”
Looking Ahead
The airline’s discreet rollout strategy may also indicate a shift in how it gauges passenger response before committing to broader menu updates. By observing reactions to incremental changes, American can refine offerings based on real-time traveler feedback rather than large-scale promotional campaigns.
If the turkey wrap proves successful, it could pave the way for additional menu enhancements in 2025. Such improvements, even at a small scale, align with American’s broader goal of regaining customer trust and differentiating its domestic service.
For now, passengers seem content with the direction. As one frequent flyer summed up, “It’s not fancy—but at least it’s something I can actually finish.”
