Airlines are turning to celebrity chefs to give their premium cabins a makeover without having to replace a single seat.
While new business and first class products can take years to develop, certify and install, menus can be refreshed in months. That makes inflight dining one of the more flexible ways for airlines to differentiate their premium offering as they compete for high-yield passengers.
Partnerships with award-winning chefs are increasingly part of that approach, allowing carriers to tap into established culinary reputations while refreshing the onboard experience.
From Kitchen Table to Tray Table
Chef partnerships in the aviation industry are nothing new – but they are increasingly becoming a hallmark of high-end airlines.
Singapore Airlines has offered its Book the Cook program since 1998, allowing travelers in premium cabins to pre-order meals curated by the airline’s International Culinary Panel – which incl