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Singapore Airlines launches pre-order service for premium customers

ByJoel Tan
The image shows a beautifully arranged Japanese bento box meal. The bento box is divided into several compartments, each containing a variety of colorful and neatly arranged foods, including sushi, vegetables, and other traditional Japanese dishes. There is also a bowl of soup and a smaller, round container with additional items such as noodles, sauces, and garnishes. A small decorative flower is placed next to the bento box, adding to the aesthetic presentation.

The image shows a beautifully arranged Japanese bento box meal. The bento box is divided into several compartments, each containing a variety of colorful and neatly arranged foods, including sushi, vegetables, and other traditional Japanese dishes. There is also a bowl of soup and a smaller, round container with additional items such as noodles, sauces, and garnishes. A small decorative flower is placed next to the bento box, adding to the aesthetic presentation.

Singapore Airlines (SIA) has launched a new service enabling 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. Becoming the world’s first airline to roll out this bespoke service on all flights across its network with the possibility of extending it to premium economy passengers in the future.

 

The image shows a plated dish featuring two pieces of medium-rare steak placed on a bed of crispy fried onions. The dish is garnished with a small salad of frisée lettuce and a halved cherry tomato. The plate is set on a white tablecloth with two small bowls in the background, one containing a green herb sauce and the other a white sauce.

Lamb loin, a dish available for pre-order through SIA’s new meal pre-ordering service. (Photo: SIA)

 

The rollout comes after a soft launch in August for flights to and from North Asia, which SIA said was “well received”.

Customers travelling in Suites, First Class and Business Class on any SIA flight can choose their meals from three weeks before travel, up to 24 hours before flight departure. The new service 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.

 

A neatly arranged meal is displayed on a white tablecloth. The meal includes a main plate with a variety of vegetables, mushrooms, and pieces of fish or chicken. There is a bowl of rice mixed with shredded vegetables, a small dish of pickled cucumbers, a plate with a piece of meat and a shrimp, a bowl of soup or dessert with yellow toppings, and a cup of tea. Chopsticks, a spoon, and a chopstick rest are also present.

Shi Quan Wan Mei, a dish available for pre-order through SIA’s new meal pre-ordering service. (Photo: SIA)

 

Mr Yeoh Phee Teik, Singapore Airlines’ senior vice-president for customer experience said that “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.”

This has to be seen as an extension of the book the cook service which has been available to premium clients around their selected network. Hopefully, it means I can skip some of the Indonesian dishes served from the Jakarta route. Will review the service once it’s available and let you know my further thoughts about it.

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