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In 2014, Gate Gourmet Espana (GGE) was the Spanish subsidiary of Gate Group, one of the biggest providers of independent, on-board passenger services in the world. The case describes the crisis situation in the passenger air transportation sector in 2010. In 2010, the General Manager of GGE, David de la Torre, decided that operations needed a deep transformation to render them more efficient and that they needed to change the 'civil service' mentality of many of the employees who had been there 'all their lives'. This was the context when David de la Torre launched the '+Madrid' Project in 2010, whose objective was to improve GGE's efficiency and competitiveness. Madrid placed GGE as 'best practice' within the European group and turned it into the most profitable subsidiary.