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Tuesday, May 17, 2022

‘Dine on demand’ in business class is being planned to be introduced by SIA

Singapore Airlines is aiming to provide Business Class with a ‘ dine on demand ‘ meal service, and trials are expected to take place in the first half of 2020.

In addition to the popular Book “The Cook” service offered by the airline, the opportunity to select anything off the menu at any time during the flight would be offered, allowing passengers to pre-order their meal from a wider menu offered in-flight.

“Singapore Airlines is always looking to evolve the meal service in-flight, whether it be a flexible dining approach or a (full) dine on demand approach and passengers are telling us that this maybe is something that we should be working towards,” stated by Antony McNeil, Director of F&B, Singapore Airlines.

The airline must first “hit all the right spots first.” It involves ensuring that the cabin crews are charged with implementing the idea of “dine on request” and are comfortable in promoting increased activity without sacrificing their high passenger service rate.

Few airlines in the Business Class offer ‘ dine on demand’ relatively, with Qatar Airways being the model in incorporating the “eat what you want , when you want” strategy with a robust à la carte menu.

This more flexible approach to dining is generally preferred by business passengers as eating on their own schedule rather than an airline’s. Decreed schedule opens up the ability to adapt more of the journey to their needs rather than suit their time to sleep, work and relax around the meal service.

McNeil also noted that a refresh of the Book “The Cook” service that was introduced in 1998 by Singapore Airlines could see the ‘modernized ‘ version in line with changing tastes making way through iconic classic lobster thermidor. 

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