Terminal C: This Restaurant is Classified

The Wall Street Journal: “You’re a top-dollar flier. Would you fly an airline more if it secreted you into a speakeasy-like restaurant hidden in a back corner of the airport—and handed you the bill? United Airlines is betting you might. United and airport concessionaire OTG Experience have opened an invitation-only restaurant inside Newark Liberty International. To pump up the air of exclusivity, there are no signs for Classified: It’s behind an unmarked blue door in the back of another restaurant in Terminal C.”

“Classified can entice premium passengers to fly out of Newark rather than Kennedy or LaGuardia, says Praveen Sharma, United’s vice president of loyalty, merchandising and digital channels … The airline won’t say how it decides which customers get invitations. It’s not all about frequent-flier status or fare paid. Long layovers may increase your chances. CEOs and celebrities get invites. United officials can walk-in VIPs or even angry customers left stranded by flight problems … Try as it might to be swank, Classified remains an airport restaurant. The knives are plastic, per TSA regulations … Comments are mixed on frequent-flier forums like FlyerTalk. Some road warriors like it. Others find the food overpriced and the seemingly random invitations annoying.”

“United isn’t the only U.S. airline trying to make downtime at the airport more memorable. American now has Flagship First white-tablecloth restaurants open only to people who buy first-class tickets for international or New York-Los Angeles and New York-San Francisco flights.” Kurt Stache, American’s senior vice president for marketing, loyalty and sales, comments: “It’s for that small, small percentage of customers that generates a disproportionate amount of revenue.”

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