Airlines are working with famous chefs to improve the experience in their premium cabins, where passengers pay for a higher level of service. Instead of replacing seats, they can change the meals they serve. New business and first class seating can take years to develop, receive approval and install, while menus can change within months.
This difference makes food a flexible way for airlines to compete for passengers who spend more. Partnerships with award-winning chefs allow airlines to draw on those chefs’ reputations while updating the dining experience on board. Although these partnerships are becoming more common among high-end airlines, the idea itself is not new. Food is one part of the premium service that airlines can refresh without waiting for new seating.
Singapore Airlines has offered its Book the Cook service since 1998. It allows passengers in premium cabins to order their meals before travelling. The choices come from menus selected by the airline’s International Culinary Panel, a group of food experts.
