Singapore Airlines Introduces Food Pre-Order Network-Wide For Business And First Class Passengers

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Singapore Airlines has upgraded its famous ‘Book The Cook’ service enabling customers travelling in Suites, First Class and Business Class from anywhere in the Airline’s global network to now pre-order main courses from their flight’s menus. SIA is the world’s first airline to roll out this bespoke service on all flights. There are also plans to extend it to Premium Economy Class in the near future. While not the exactly the same service as book the cook which allows passengers to select from an extended range of dishes, it does offer every passenger to pre-select their food choice meaning they will always receive their first choice on the menu. “Sorry sir, we’ve run out of that option”, may become a thing of the past.

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Customers travelling in Suites, First Class and Business Class may pre-select their meal choices anytime from three weeks before travel up to 24 hours before flight departure online through singaporeair.com. Complementing 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.

lamb loin

SIA’s 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.

Shi Quan Wei Mei

SIA extended its Book the Cook service to Premium Economy Class when the new class of travel was introduced in 2015.  “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,” said Mr Yeoh Phee Teik, Singapore Airlines’ Senior Vice President Customer Experience.

Beef fillet

“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,” something that is an emerging trend in aviation that will certainly keep the airline ahead of its competition, and a clear indication of why it was awarded Best Design Airline 2018 by TheDesignAir.

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