In my trip report written 3 weeks ago

http://www.flyertalk.com/forum/showthread.php?t=737322

I mentioned a number of problems with the food service, and EL AL's response to them:

I quote:

... I found an otherwise excellent new menu spoiled in execution by failure to attend to details ...

... The tapas and salad were served first, on very attractive and modern china ... but on a cheap plastic tray with an even cheaper looking paper insert! Now as far as I know, most airlines are abandoning tray service even in business class, and until now EL AL in First Class would first lay the table with cutlery and salt/pepper and then serve the meal onto the table. Well, welcome to EL AL's new 'economy class look alike' First Class. Oh yes, I forgot: They have now moved over to paper napkins and plastic salt and pepper shakers. The cutlery is no longer laid on the table as in a respectable restaurant, but rolled up in the napkin as in a cheap snack bar ...

... The EL AL wine list is not that bad, but is only just borderline for First Class. In fact, of 7 wines offered, 5 are the same as those in business class! Until now, EL AL offered one truly excellent white and one truly excellent red, namely the Castel 'C' Chardonnay (which came 3rd in the Business Traveller 'Cellar in the Sky' competition in the First Class White Wines category) and the Castel Grand Vin 2003 (or the even better 2004 at times). Well, the Castel Grand Vin is no longer offered, and in its place is a red wine which may be more expensive than the business class offerings, but is certainly no better than they are ...

... All I can say is that I felt let down by a quite stupid lack of attention to detail, or possibly someone saving a few pennies at the expense of pretty much destroying the product ...

EL AL's response was that there should not have been a plastic tray or paper napkin (but that there should have been a metal tray ...) and that they thought the wine was of a good quality (I wonder who advises them).

All I can say is that the plastic tray, paper napkin (with the cutlery rolled up inside) and plastic salt and pepper shakers are still there (so much for their assurances that it was all a mistake).

If they were trying to destroy the product it would be hard to do better!

I am fast reaching the conclusion that someone in the catering division is making decisions which the marketing people (with whom I have had contact) are not aware of. This seems to imploy some very serious problems in the company's decision making process.

Dare I say, there are other options...?

Yes, indeed there are, but not for direct, longhaul routes, nor for flights to/from London which suit my requirements (this has been discussed before - BA is too early in the morning (both ways) or involves a night flight on the return).

They did have an excellent product. The 'new concept' in fine in general, but has major flaws in the implementation of details. SOmeone has just simply lost the plot.

too bad about the Castel, the Grand Vin is soooo wonderful, if they replaced it with Margali Cab then that's wonderful as well!

Probably, although it is not Kosher, so EL AL would not be able to use it (and that is why I can't vouch for it, although it has had super reviews). No, they replaced it with Bazelet Hagolan, which may be expensive, but does not offer anything like the quality or value for money that the Grand Vin does.

The reason "New concept" is on trays - is so that they can serve seat A and K in the new F class layout.
The pitch was lowered to about 70', so now the F/a cannot reach the window seats if the aisle seat is reclined!

So what do all the other airlines do who have a smaller pitch in BUSINESS CLASS than LY's 772 First and don't use tray service any more (and there are a good (and growing) number of such airlines)? And why the paper napkins? And the plastic salt and pepper shakers? And why the downgraded wine? This is just being cheap. Nothing else.

I'll repeat what I said before: Someone in the catering division is making decisions which the marketing people (with whom I have had contact) are not aware of. This seems to imply some very serious problems in the company's decision making process.