SIA ENHANCING PERSONALISATION IN F&B OFFERINGS | WORLD GOURMET FORUM

Suites First and Business Class - Seared lamb loin

At its World Gourmet Forum today, SIA announced that it will be the first airline to enable Premium Economy Class customers to pre-order main courses from its inflight menu, from anywhere in the Airline’s global network from 1 May 2019. This follows the initial launch to Suites, First Class and Business Class customers on all flights across its network last year, in what was an industry first.

With this new initiative, customers may pre-select their meal choices via the Airline’s website or mobile app anytime from three weeks before travel up to 24 hours before flight departure.

As such, customers not only enjoy a more personalized dining experience but are also ensured of their preferred meal choice from either the in-flight menu or the ‘Book the Cook’ service.

In another industry first, Singapore Airlines will be enhancing its Child Meal programme to enable parents to pre-order specific meals for their children from three different cuisine categories – Asian, Western and Vegetarian. This will give parents greater visibility and choices over the child meals in advance of travel, rather than discovering what meal will be served only when they are on board. Parents can visit the Airline’s website up to 24hr before the day of travel to view the dishes planned for their flight and select the one that best suits their child’s preferences.

The move comes after an intensive focus group and meal tasting session conducted to gather insights from parents and children to better understand their preferences. The Airline will roll out this initiative to all cabin classes from June 2019 for flights departing Singapore, extending progressively to flights departing from overseas destinations from August 2019.

Focus group sessions and targeted surveys were also conducted for two of the Airline’s other popular special meals – the Indian Vegetarian Meal and Muslim Meal. Feedback received from these sessions enabled the Airline to improve on these meals by reviewing the ingredients and service ware used. The frequency of menu rotation will also be increased to provide greater variety for customers.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s