People rarely like airline food in the air, so it's hard to see how serving it to them on the ground could ever catch on. It does, though, speak to how airline food service companies are looking for new business beyond the skies.
Lufthansa has to try to do whatever it takes to get its passengers where they're headed, but some might really get to like the train at this point. There's plenty of legroom, Wi-Fi, and Europe has the advantage of excellent rail infrastructure.
Lufthansa's large-scale rollout of Premium Economy at a price point that's not prohibitively expensive bodes well for flyers who can afford more than coach but not quite business class.
Lufthansa's new campaign stirs up interest in its target city, reaches Chicagoans who it doesn't interact with directly, and makes business travelers in other cities envious enough to hope the new service is headed their way. Success, indeed.