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SIA ENHANCING PERSONALISATION IN F&B OFFERINGS

Press release   •   Mar 21, 2019 13:18 UTC

Main Course in Premium Economy Class: Seafood Pasta in Creamed Tomato Basil Sauce
  • SIA will be the first airline to offer worldwide pre-ordering of meals for Premium Economy Class
  • Menu choices for Indian Vegetarian and Muslim meals will be enhanced and rotated more frequently for greater variety

As part of Singapore Airlines’ (SIA) 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 today, 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.

Focus groups sessions and targeted surveys were conducted for two of the Airline’s popular special meals – the Indian Vegetarian Meal[1] and Muslim Meal[2]. Feedback received from these sessions enabled the Airline to improve on these meals by reviewing the ingredients and serviceware used. The frequency of menu rotation will also be increased to provide greater variety for customers.

“Singapore Airlines has always been well known for its focus on customer service, and we see personalisation in in-flight dining offerings as being key to creating an even more memorable travel experience,” said SIA’s Executive Vice President Commercial, Mr Mak Swee Wah.

“Apart from focus groups and targeted surveys, we are also leveraging on data analytics to better track meal preferences and customers’ needs.”

For details of SIA’s Book the Cook offerings, ‘Deliciously Wholesome’ Programme, Authentically Asian Meals and Popular Local Fare, please refer to Annex A.

For images of SIA’s in-flight meals, please visit https://bit.ly/2F9AwLc

[1] Non-strict vegetarian meal which is prepared in an Indian style.

[2] Meals prepared for Muslim customers. No alcohol, pork, pig by-products, ham or bacon are used in the preparation of this meal.