In terms of cost, serving a small ramekin of toasted pistachio nuts is a tiny portion of what an airline spends in transporting someone first class.
In fact, it’s such a relatively small expense that it’s easy to simply avoid it. Send the money to the bottom line and focus on the parts that are actually worth paying for.
Gratuitous bonuses send signals.
They tell the customer that you have the resources and confidence to pay attention to the little things.
They help distinguish extraordinary items from ordinary ones (after all, the folks in coach show up at the arrivals gate at exactly the same time).
And they deliver a story of status, one that’s internalized and often shared.
I’ve never seen a product or service that couldn’t be improved with metaphorical warm pistachios.
Pass the nuts.