New F Menu (in a book)
 

Was pleasantly surprised when the purser handed out the F menu. It is now desiged like a mini 'storybook' in a nice colorful way. Quite an upgrade from the old style menu. Pity they did not upgrade the food choices which remain the same as previously.

https://cimg9.ibsrv.net/gimg/www.fly...a13920b910.jpg
Cover
https://cimg0.ibsrv.net/gimg/www.fly...705753bb38.jpg
Inside spread
https://cimg1.ibsrv.net/gimg/www.fly...1cf306ca75.jpg
Inside spread

https://cimg4.ibsrv.net/gimg/www.fly...cef637a729.jpg
Inside spread
https://cimg2.ibsrv.net/gimg/www.fly...5524ffd1f2.jpg

Yes, been around since April 1st: https://www.flyertalk.com/forum/emir...rd-f-b-16.html

Personally I'm not a fan. Too much "fluff" and unnecessary info, and it's way too big for no reason.
Did get a bit annoying being told I can "take it home as a souvenir" by every purser on 5 segments last month. I didn't take it with me the first time, and I never plan on it. What am I supposed to do with an airline menu?

Similar thoughts from me. Particularly amusing when you take the same sector multiple times in a month and the menu hasn’t changed - why would anyone want the same book multiple times? 😂

I get that flying F is ‘an occasion’ for some, but there are surely better things they could give to commemorate it than this. Feels like they had some budget left and so spent it on this because they didn’t know what else to spend it on.

I think I annoyed one crew a little bit when I asked if she normally took home menus from restaurants. Not her fault, I guess they’re instructed to offer them, but got offered multiple times the same flight….

The whole thing is strange, tbh.

This is how other "American" airlines went down -- too much fluffy marketing.

Many of us enjoy collecting menus from our flights. My collection numbers well over 200. The oldest is from my 1st first class flight on BA way back in the 1980s. I even have the amenity kit from that flight, complete with a full size bottle of Burberry cologne.

But your feeling of mild scorn is common; my partner has designated my hard earned collection as "clutter".

We’re jaded flyers though, EK clearly targeting halo leisure market with this!

I do take home the menus as souvenir/hoarding habit…

I think a happy medium is some wording on the cover, endpaper or first page to the effect of “complimentary take-home menu” or whatever and then leave it there.

Too long and too hard to find the choices you need to make - prefer the leather one

The important stuff, the food, is still on one page. Do regulars even read the rest of the bumf?

The graphic design screams late 1990's

I would have expected this on an EK A330 with its claim to fame, a fax machine..

These will be snapped up on the BKK-HKG route.

one key question would be, will the menu be reused?

in a restaurant, almost certainly it will be collected and passed to another customer to read; but on an aircraft, I highly doubt if FAs would bother collecting used paper menus, send them back to the port of origin (as the menu is route and direction- specific) and load onto another flight?

I love the menus and like to take them home. Boo to the one FA who, without asking while I was away from my seat, removed it from under my other property toward the end of the flight! So I am missing one of my EK menus for MXP-JFK.

Just looks rather tacky to me. I definitely prefer the leather ones with the insert. I won’t be keeping them!