Airlines want to improve their most expensive flights without changing the seats. They work with famous cooks to offer new meals. New seats for business and first class can take years to plan, check and put in planes. Airlines can change their food in months.
Better food helps airlines compete for people who pay more to fly. More airlines now work with cooks who have won prizes. But this idea is not new.
Singapore Airlines started Book the Cook in 1998. This service lets people in its more expensive seats choose meals before their flight. The airline’s International Culinary Panel chooses the meals on offer.
