Singapore Airlines' 'Above & Beyond' is for High-End Cuisine at Home
Tiana Reid — August 1, 2010 — World
References: krisshopair.sg & tmagazine.blogs.nytimes
When you think of airline food, high-end cuisine is often one of the last things that comes to mind, but Singapore Airlines' 'Above & Beyond' cookbook is changing all of that.
With over 50 recipes from the celeb chefs who have formerly been on the airline's International Culinary Panel, like Gordon Ramsay, Georges Blanc, Alfred Portale and Sam Leong, the 'Above & Beyond cookbook lets you recreate your favorite Singapore Airlines meals.
Implications - After all, who doesn't look forward to enjoying a high-quality airplane bag of pretzels or microwave meal every now and then? For those who do enjoy airplane food, Singapore Airlines Above & Beyond cuisine offers consumers the opportunity to enjoy their high-flying food from home.
With over 50 recipes from the celeb chefs who have formerly been on the airline's International Culinary Panel, like Gordon Ramsay, Georges Blanc, Alfred Portale and Sam Leong, the 'Above & Beyond cookbook lets you recreate your favorite Singapore Airlines meals.
Implications - After all, who doesn't look forward to enjoying a high-quality airplane bag of pretzels or microwave meal every now and then? For those who do enjoy airplane food, Singapore Airlines Above & Beyond cuisine offers consumers the opportunity to enjoy their high-flying food from home.
Trend Themes
1. Airline Cookbook Trend - Airline companies can explore the opportunity of publishing cookbooks to share their recipes with customers.
2. Celebrity Chef Trend - Partnering with celebrity chefs to design recipes for airline food can provide customers with high-quality meals even at high altitude.
3. Home Dining Trend - Provide customers with the opportunity to recreate their favorite airline meals at home with cookbooks or pre-prepared meal kits.
Industry Implications
1. Airline Industry - Airline companies can disrupt the traditional airline food experience by introducing high-quality, restaurant-style meals designed by celebrity chefs.
2. Publishing Industry - Publishers can explore the opportunity to publish airline cookbooks that feature recipes from celebrity chefs and cater to a niche market of food and travel enthusiasts.
3. Meal Kit Industry - Partnering with airlines to offer pre-prepared meal kits based on airline dishes can provide consumers with a unique dining experience in the comfort of their own home.
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