The trend to improve airline cuisine is resulting in gourmet-style dishes

From CNN Contributor Susan Forbes

(CNN) -- For years, dining "à-la-airline" has taken its fair share of sneers, and playful jeers.

The "bag lunch" produced cheaper fares and increased profits. But that was then. Today's dinner tray is considered an opportunity for airlines to win passenger loyalty and increase revenue.

"We don't cut any corners, quality is number one," says George Banks. "Fifteen years ago, people didn't expect a lot from airline catering."

Banks is the menu planner for British Airways, overseeing three chefs, 100 people and 9,000 meals a day. His specialty: First Class, with a seven course meal. Passengers can dine on dollops of Russian caviar alongside smoked salmon or fresh lobster. And for dinner, they can opt for the subtle blend of flavors in the white vegetarian, wild mushroom strudel (topped with tomato sauce).

"Simple, fresh, nice cheese plate, lovely salad, lobster, maybe just a simple steak. That's really our philosophy at British Airways: simple, quality, and good," says Banks.

Would you pay more for better in-flight food? Yes    No

This trend to improve airline cuisine comes at a good time. One just-released industry survey shows 1/3 of today's frequent flyers rank food as the number one reason they prefer an airline. And half say they would pay more for better cuisine.

United is banking on the new trend. Their philosophy is to cater to the masses by upgrading cuisine in coach.

"This is a good start," says Executive Chef E. Kopelow. "I think we're one of the only airlines that have really looked at taking care of the economy passengers."

While the chefs plan the new menus, Dobbs Food Service provides the cooks and the kitchen for nearly every airline that flies world-wide. Slicing, dicing and delivering meals on board, they say fresh is in. Quality is too.

It appears that airline food has become more of an investment than an expense.

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Related sites:

• United Airlines
• British Airways

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