DINE HIGH CLUB

Just like new players are entering the dining sphere, existing ones are upping their game. Dining on flights is becoming more sophisticated, replicating the wellness-driven and on-demand food culture that happens on the ground.

FLYING HIGH
Turkish Airlines

In a bid to make the dining experience more enjoyable, TurkishAirlines are offering their premium and business class customers the option to view the menu and book their dishes a week ahead of their flight. In addition, travellers no longer shackled to the schedule of the flight, they can decide when they would like to take their meals - “at any time they wish during the flight”.

TIMED WELL
Singapore Airlines

In October 2018 Singapore Airlines launched the longest non-stop flight in the world between Singapore and New York. At 18 hours and 45 minutes, it is a journey that will undoubtedly bring issues such as fatigue and jet lag to travellers. To counter the effects of the long journey, Singapore Airlines teamed up with wellness brand Canyon Ranch to create a menu of dishes that not just serves as fuel for these ultra-long haul fliers, but also helps them thrive with hydrating meals, stress busting snacks as well as lighting.

EDUCATED EATING
Emirates

Many travellers have no idea how their food is made so Emirate Airlines is giving them the opportunity to see behind the scene show their seasonal menus are made by their in-house gourmet chefs. Passengers are offered a selection of channels to watch whilst dining to learn about things like their ingredient sourcing but also able to take away tutorials and recipes that make up the 110 million meals Emirates makes a year.

58%
OF PEOPLE WOULD BE MORE
LIKELY TO VISIT A RESTAURANT
BECAUSE OF A FAMOUS CHEF
OR FOUNDER.
I-AM (2018)

TAKEOUT

Though these experiences are for business and premium level fares, they will eventually raise the standard and trickle down to economy. Passengers on airplanes are a captive audience- so it is a particularly viable opportunity to entertain audiences with information and educate them about their meal.