Monday, 25 March 2019

Singapore Airlines makes improvements to food and beverage services



As part of Singapore Airlines’ efforts to deliver a more personalised experience for customers, the Airline will be embarking on several enhancements to its in-flight offerings. 

At its World Gourmet Forum last week, SIA announced that it will be the first airline to enable Premium Economy Class customers to pre-order main courses from its in-flight 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 personalised 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 Meal1  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.

Also, the popular airline will be introducing an extensive selection of artisanal wine labels in a move that will diversify its wine programme and provide greater variety for customers.

Premium class customers can look forward to the widest selection of Burgundy wines in the skies, with 47 labels planned for rotation over a period of 18 months – a six-fold increase from 2018. 

The introduction of these labels is made possible due to a new approach to sourcing wines, in which SIA’s Wine Consultants personally visited vineyards and wineries across different wine regions to taste and source for quality small-batch wines. This approach complements the traditional way of procuring wines through tender requests.

“By expanding the range of labels that SIA offers on board, we are able to ensure a well-planned rotation of wines to keep the palates of our frequent flyers continually excited. Customers can soon look forward to a new and exciting label delivered on board every two months,” said SIA’s Divisional Vice President Inflight Services and Design, Ms Betty Wong. 

“During our Wine Consultants’ visits to the vineyards, we also actively sought out smaller maisons and domaines to bring them into the SIA family, thus allowing us to expand the depth and range of our offerings, and satisfy the rising demand for more exclusive Burgundy labels.”

The enhanced beverage programme was announced at today’s World Gourmet Forum 2019, where SIA’s three wine consultants presented some of the wines that will be newly introduced on board in the coming year. This includes exclusive Grand Cru and Premier Cru labels from Faiveley, Benjamin Leroux, Domaine D’Ardhuy and Domaine de Montille.





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