Singapore Airlines (SIA) has become the first airline in the world to enable their premium customers to choose their in-flight meals in advance through a new service from the national carrier.
“This new service enables customers travelling in Suites, First Class and Business Class from anywhere in the Airline’s global network to pre-order main courses from their flight’s menus,” said SIA in a press release today.
In the near future, there are also plans to extend it to Premium Economy Class.
Customers travelling in Suites, First Class and Business Class on any SIA flight may now view the in-flight menu for their flight on the airline’s website, singaporeair.com, and pre-order their main courses, ensuring their choice of meal.
“They may pre-select their meal choices anytime from three weeks before travel up to 24 hours before flight departure,” said SIA in the release.
The rollout of the new service comes after a soft launch in August for flights to and from North Asia.
Yeoh Phee Teik, Singapore Airlines’ Senior Vice President Customer Experience, said, “The response to our soft launch of the new meal pre-ordering service was very encouraging, and we are now pleased to offer it to all premium-class customers travelling across our global network.”
“The introduction of this new service is another of our industry firsts and demonstrates our commitment to the constant enhancement of our product and service offerings, and our increased focus on personalisation for customers, both on the ground and in the air,” he added.
This new service of SIA complements the existing Book the Cook programme, which enables customers in Suites, First Class, Business Class and Premium Economy Class on selected flights to pre-order main courses from a separate menu of up to 68 choices.
Notably, Book the Cook programme features a wide range of gourmet main courses that include classic Western-style favourites, healthier wholesome and meatless choices, popular Asian dishes, iconic Singaporean fare familiar to home, and exclusive creations from the Airline’s International Culinary Panel of acclaimed chefs.