Partnership Opportunity: Inflight Benchmarking Platform

Join Us in Building the Future of Inflight Intelligence

Since 2012, Inflight Feed has been the definitive resource for inflight catering intelligence, serving 80,000 monthly visitors, including 8,000 industry professionals.

Founded by Nik Loukas, a globally recognised consultant with 15+ years of specialised experience across 40+ airline projects.

The Opportunity

We’re building the industry’s first comprehensive airline benchmarking platform and seeking a select group of development partners.

Rather than waiting for launch and paying full retail prices, development partners receive early access to all inflight benchmark reports, significant cost savings, and the opportunity to influence platform development.

What Development Partners Receive

Full access to inflight benchmark reports covering airlines worldwide

Up to 67% savings vs regular pricing

Founding partner recognition and prominent logo placement on the platform

Exclusive competitive intelligence and market insights

Input on platform features and development roadmap

Perfect For

Catering Companies, Suppliers, and Consultancies seeking comprehensive airline benchmarking data and competitive intelligence to inform strategic decisions.

Exclusive Program

Limited availability: Only six development partners will be accepted across three investment tiers.

Partnership opportunities are available for a limited time during our development phase.

Ready to Learn More?

Request detailed partnership information, pricing tiers, and sample benchmark reports.

AZAL Introduces Pre-Order Meals in Economy

Azerbaijan’s national carrier turns meal selection into a revenue stream whilst testing passenger appetite for dining choices.

Azerbaijan Airlines’ new “Air Tastes” service reveals clever thinking disguised as a simple meal choice. Available on select flights, the program offers economy passengers three meal choices, all starting at a minimum of โ‚ฌ20.

The Revenue Engineering

AZAL has monetised something most carriers don’t provide – actual choice between regular meal options in economy class.

Passengers can manage their Air Tastes selection online through AZAL’s website or mobile app via the “Manage Reservation” section, provided a booking is made at least 24 hours before departure.

The service operates as a complete replacement for standard economy meals; passengers selecting Air Tastes won’t receive the usual menu, creating a clear differentiation between paying and non-paying customers.

Market Positioning Reality

Air Tastes creates a premium tier within AZAL’s economy cabin rather than directly competing with those carriers’ included offerings. The โ‚ฌ20 starting price represents roughly 15-25% of a typical regional fare, positioning the service as an affordable luxury that generates incremental revenue whilst improving the experience for passengers willing to pay.

Industry Implications

Air Tastes represents exactly the type of ancillary revenue thinking regional carriers need when competing against larger rivals. The select flights limitation enables AZAL to test passenger response and operational execution before rolling out the network more broadly.

Images courtesy of Azal Airlines

Greater Bay Airlines Adds Free Snacks

Hong Kong’s younger airline introduces complimentary refreshments across all flights.

Greater Bay Airlines has introduced complimentary pastries and “Chairman’s Pick” beverages for all passengers, effective July 31, marking an unusual move for the three-year-old value carrier.

The Hong Kong-based airline will serve refreshments in addition to its existing prepaid meal program, which offers 12 options starting at HK$38 for bookings.

GBA’s Assistant General Manager Inflight Services, Crystal Rauti-Ho, said the addition reflects the airline’s “commitment to enhancing the travel experience” whilst positioning GBA as “small but agile” compared to larger competitors.

A flight attendant serves meals to two seated passengers on an airplane. Each tray has a cup of Southwest coffee and a pastry. The passengers appear attentive and engaged with the attendant.

Service Strategy

The refreshment selection will rotate regularly and vary by route duration across GBA’s network of seventeen destinations spanning Japan, Taiwan, mainland China, Thailand, and the Philippines. The airline operates Boeing 737-800 aircraft on routes typically lasting one to four hours.

The move suggests the airline is testing whether basic hospitality can create differentiation in Hong Kong’s competitive aviation market without abandoning ancillary revenue from meal sales.

The hybrid approachโ€”free basics plus paid upgradesโ€”represents a middle ground between pure value carrier operations and full-service offerings as GBA establishes its market position in post-pandemic Asian aviation.

Images courtesy of GBA.

Southwest Collaborates with Peet’s for Inflight Coffee

Southwest Airlines has secured Peet’s Coffee as its official inflight coffee provider, effective August 13, marking the craft roaster’s first major U.S. airline partnership and Southwest’s latest move to enhance the passenger experience.

“This is a defining moment for Peet’s,” said Eric Lauterbach, President & CEO of Peet’s Coffee. “To be part of every Southwest flight means more than expanding our reach – it’s about creating memorable coffee moments in the skies.”

Southwest’s Tony Roach, Executive Vice President of Customer & Brand, positioned the partnership as part of broader service improvements: “A great cup of coffee goes a long way in creating a comfortable and enjoyable flight โ€” and it’s just one part of our broader effort to elevate our Customers’ journey with us.”

A woman in a red jacket hands a bag of Peetโ€™s Coffee to a customer at a coffee shop counter, where shelves of coffee products evoke the comfort found in AA Premium Economy Transcon service.

Strategic Terminal-to-Takeoff Integration

The partnership leverages existing infrastructure, with Peet’s already operating in 25 airports across Southwest’s network, including major hubs Denver, Houston, and Phoenix. This terminal-to-aircraft continuity creates seamless brand exposure.

Southwest will debut with Peet’s “Off the Grid” medium roast, featuring Colombian and El Salvadoran beans, designed for broad appealโ€”a crucial consideration for an airline serving 140 million annual passengers across diverse taste preferences.

Market Positioning Analysis

The Peet’s partnership represents Southwest’s continued focus on experience differentiation without abandoning its low-cost model. By upgrading a universally consumed beverage rather than introducing tiered service classes, Southwest maintains its egalitarian brand while competing on quality perceptions.

The timing coincides with increased pressure on budget carriers to justify value propositions as premium airlines expand basic economy offerings. Coffee quality becomes a tangible differentiator that requires minimal operational complexity or galley modifications.

Images courtesy of Southwest Airlines

How SWISS Reimagined Economy Class.

American Brings Premium Economy to Transcontinental Market

American Airlines will introduce its Premium Economy service on JFK-LAX routes starting October 5, marking the carrier’s first domestic deployment of the cabin class. This move positions hot meal service as a key differentiator in the transcontinental market.

“We are excited to provide customers the opportunity to experience our Premium Economy service on our premier domestic route,” said Heather Garboden, American’s Chief Customer Officer. “With the domestic debut of Premium Economy, customers will enjoy a more comfortable seat, enhanced amenities and elevated dining with hot entrรฉe choices when travelling coast-to-coast.”

The move targets American’s most premium domestic route, where the airline competes directly with JetBlue’s Mint product and Alaska’s first-class offering for high-yield business travellers willing to pay for enhanced comfort on the five-hour sector.

Elevated Dining Standards Drive Product Differentiation

The centrepiece of American’s Premium Economy offering centres on hot entrรฉe service presented on chinawareโ€”a significant departure from standard domestic meal presentation. This mirrors international Premium Economy standards, suggesting that American is applying lessons from its successful long-haul product to capture premium revenue on domestic routes.

The inclusion of salad and dessert courses, along with complimentary beverages, creates a three-course dining experience that substantially differentiates the product from standard Main Cabin service on transcontinental routes.

Market Positioning Analysis

By launching Premium Economy domestically on the JFK-LAX route, American is testing whether passengers will pay international-style premiums for enhanced service on high-frequency domestic routes. The timing coincides with renewed focus on premium cabin revenue as carriers seek to maximise yield per seat.

The October launch date allows American to capture the lucrative autumn business travel period while giving competitors limited time to respond with comparable offerings.

Tickets become available July 28 through American’s direct channels, reinforcing the carrier’s push toward higher-margin distribution methods.

Images courtesy of American Airlines

Fiji Airways Debuts Pacific Menu with Dine on Demand Service

Fiji Airways has unveiled a culinary overhaul featuring Pacific Rim-inspired cuisine and a new Dine on Demand concept for Business class passengers, positioning the national carrier to compete directly with premium long-haul operators across the Pacific.

Business Class Service Model

The airline’s new Dine on Demand programme, launching on select long-haul flights, allows Business class passengers to order meals at their convenience.

Signature dishes showcase the carrier’s unique Pacific positioning, with menu items reflecting influences from Southeast Asia, Australia and the Pacific Islands.

Business class offerings include grilled Mahi Mahi with prawn chilli oil, corn coriander cake, and lime marmalade, as well as Hamachi Crudo with octopus and ponzu, enhanced with Fijian sea grapes (nama) and herbs.

Cultural authenticity is featured prominently in Fijian Chicken Curry.

This coconut-simmered preparation reflects Indo-Fijian heritage, alongside plant-based options such as roasted cauliflower with Pacific greens and garlic cream.

Dessert selections include salted chocolate crรจme with pistachio and caramelised banana, as well as kumquat cheesecake.

Locally Sourced Beverages

Cold-pressed juices are made locally using Fijian tropical fruits and vegetables.

The wine selection features premium varieties from New Zealand, Australia, and California, while the cocktail service showcases locally distilled Blue Turtle Gin from Fiji and Fijian Bati Rum.

The business class presentation features handcrafted Vau flowers made in Fiji, bone china dinnerware, and crisp white cotton tablecloths.

Economy Service Upgrades

Economy class will feature new mocktail and cocktail offerings, as well as expanded snack and beverage choices available throughout flights.

The carrier has enhanced special dietary accommodation through advanced pre-arrangement across all cabins.

Strategic Implementation Timeline

The Pacific Rim menu and new service model are being introduced progressively on select long-haul routes, with full network implementation scheduled for July 2026.

CEO Andre Viljoen emphasised the cultural significance of the programme, noting the carrier’s role in connecting Fiji globally whilst showcasing authentic Fijian hospitality.

The emphasis on sustainable sourcing and local ingredient procurement aligns with growing passenger expectations for environmentally conscious dining, whilst supporting Fiji’s agricultural economy through airline procurement partnerships.

Images courtesy of Fiji Airways

Eurowings Launches Signature Fragrance

Eurowings has unveiled a comprehensive sensory branding initiative.

The German carrier’s latest announcement distinguishes itself from pure low-cost operators whilst maintaining its value positioning.

Strategic Positioning Through Sensory Marketing

The airline’s introduction of its “Burgundy Breeze” fragrance, boarding music, and branded farewell confectionery represents a sophisticated approach to customer experience.

Three flight attendants in blue uniforms stand in an airplane galley, one holding a bowl filled with blue and pink packaged snacks, as Air France adds Daniel Boulud to its US chef roster.

This multi-sensory strategy addresses a critical challenge facing value carriers: how to create memorable brand moments without increasing operational costs greatly.

Clemens Strauss, Head of Customer Experience, Marketing & Sustainability, frames this initiative around emotional engagement rather than service enhancementโ€”a telling distinction that reveals Eurowings’ understanding of leisure travel psychology.

Operational Considerations and Cost Management

The choice of farewell sweets over traditional meal service enhancements demonstrates astute operational thinking.

Confectionery distribution requires minimal crew training, galley space, or service time whilst delivering a tangible brand touchpoint.

The burgundy and sky blue colour coordination with corporate branding shows careful attention to visual consistency across the customer journey.

Lufthansa Group’s Coordinated Sensory Strategy

This sensory branding approach positions Eurowings between traditional low-cost carriers and full-service airlinesโ€”a strategic middle ground that many European carriers are exploring.

The emphasis on “tangible brand experiences” directly challenges the commodity perception that often plagues budget aviation.

Eurowings’ fragrance initiative follows the recent launch of Swiss International Air Lines’ “Alpine Valley” signature fragrance in March 2025.

This fragrance became available in economy class lavatories as part of the airline’s “SWISS Senses” programme.

This suggests a coordinated group-wide strategy to differentiate subsidiary brands through sensory marketing whilst maintaining their distinct market positions.

The timing of this announcement, following increased competition in European leisure routes post-pandemic, suggests Eurowings recognises that fare competition alone may not sustain market differentiation.

The airline’s description of itself as a “value airline” rather than a low-cost carrier reinforces this positioning strategy.

Industry Implications

Eurowings’ sensory branding initiative may signal broader industry recognition that customer experience differentiation requires moving beyond traditional food and beverage offerings.

This strategic direction positions Eurowings as a potential case study for how leisure-focused carriers can enhance perceived value without fundamental changes to their cost structure.

Images courtesy of Eurowings

Air France Adds Daniel Boulud to US Chef Roster

Air France has expanded its celebrity chef programme on US departures, bringing Michelin-starred New York restaurateur Daniel Boulud aboard alongside existing partner Dominique Crenn while introducing Laurent Le Daniel as the airline’s first dedicated pastry chef for North American routes.

New Menu Offerings Roll Out Across Premium Cabins

Boulud’s creations launched in July across five major US gateways, featuring chicken with saffron, turnips, pumpkin and green olive semolina in La Premiรจre and braised lamb shoulder with root vegetables in Business class. His seasonally rotating dishes will expand to all US destinations by November 2025.

A white plate with sliced zucchini, nuts, and sauce beside a rolled white napkin tied with a gray ribbon on a dark blue surface.

The chef joins Dominique Crenn, who has been developing monthly fish and vegetarian options since February 2024. Crenn’s current La Premiรจre offerings include lobster with pico de gallo condiment and tea sauce, plus root vegetable mille-feuille with truffle sauce.

Business passengers can select from her cod with quinoa and mariniรจre sauce or open ravioli with courgette, tomato, hazelnut and parmesan sauce.

A plated gourmet dish with sliced meat, vegetables, and sauce on a white plate, accompanied by a cup of sauce, knife, and fork on a white surface with a red diagonal line.

Dessert Programme Debuts with Breton Specialist

Laurent Le Daniel, Meilleur Ouvrier de France, has created exclusive desserts for both premium cabins. La Premiรจre passengers receive his “Coeur de Bretagne”โ€”a Breton-inspired creation featuring salted butter caramel, milk chocolate and crispy hazelnut biscuit. Business class features his “Lemon delight,” a contemporary take on traditional lemon tart.

Person wearing a hat, glasses, and layered clothing stands in the aisle of an empty, modern airplane cabin, leaning on a seat and smiling.

These desserts are available on all US and Canadian departures, marking the first time Air France has assigned a dedicated pastry chef to specific route networks.

A rectangular slice of layered yellow cake sits on a white tray next to a metal spoon, with a glass of water in the background.

Operational Enhancements Support Culinary Expansion

Air France has extended its Business class pre-selection service across the long-haul network, allowing passengers to choose main courses up to 24 hours before departure.

Both Boulud and Crenn emphasise fresh, local sourcing in their Air France creations, aligning with the carrier’s sustainability commitments.

Chef Credentials Bolster Premium Positioning

Boulud operates multiple Michelin-starred restaurants across New York, including Restaurant Daniel, Le Pavillon, and Cafรฉ Boulud. His accolades include the James Beard Foundation Outstanding Chef of the Year and recognition as Chevalier de la Lรฉgion d’Honneur by the French government.

Le Daniel earned Meilleur Ouvrier de France status in 1997 and currently serves as president of the National Confederation of Artisan Pastry Chefs, Chocolatiers, Ice Cream Makers, Confectioners, and Caterers of France.

The expanded chef programme supports Air France’s 18 US destinations this summer, including services to Atlanta, Boston, Chicago, Dallas, Denver, Detroit, Houston, Los Angeles, Miami, Minneapolis, both New York airports, Orlando, Phoenix, Raleigh-Durham, San Francisco, Seattle and Washington DC.

Images courtesy of Air France

China Airlines Introduces Route-Specific Chef Partnerships

China Airlines has launched new restaurant collaborations across its network, partnering with American ginseng brand Hsu’s and Japanese restaurant chains to create exclusive meals for Premium Business and Business class passengers on select routes.

Ginseng-Focused Menus Launch on US West Coast Routes

The Taiwan-based carrier has teamed with Hsu’s Ginseng, a brand with over 50 years of North American-Chinese market presence, to create tonic-inspired meals for Premium Business passengers on Los Angeles and Ontario return flights.

A bowl of chicken soup with mushrooms and shredded vegetables, served alongside pickled cucumber, kimchi, and veggies on a tray with a large white spoonโ€”an experience reminiscent of Air France Adds Daniel Boulud to US Chef Roster.

The signature dish features Ginseng Chicken Noodle Soup with American ginseng slices, accompanied by European-style bread enhanced with American ginseng and goji berries. Passengers also receive American Ginseng, Guava and Plum Mousse dessert.

Anniversary Celebrations Drive Nagoya Restaurant Partnership

To mark the 40th anniversary of its Nagoya route and the 20th anniversary of Chubu Centrair International Airport, China Airlines is serving Misokatsu from Yabaton, the renowned katsudon specialist restaurant, in Business class on Nagoya return services. The dish features premium pork from southern Kyushu topped with Yabaton’s signature miso sauce, served with butter rice and roasted seasonal vegetables.

A bowl of chicken and mushroom noodle soup, side dishes, a strawberry dessert, a sesame bun, chopsticks, and a napkin are arranged on a white surfaceโ€”perfect for sampling after Air France adds Daniel Boulud to its US chef roster.

Japanese Routes Feature Summer Kaiseki Programme

Tokyo restaurant brand Toutouan is providing “Summer Kaiseki – Bounty of Heaven” themed menus for Premium Business and Business class passengers across Japanese routes. The seasonal offering includes an appetiser made with tomatoes and okra, Japanese A4 Wagyu beef served with special miso sauce, and winter melon tea jelly with watermelon whipped cream for dessert.

Economy class passengers departing Taipei receive rotating monthly selections from Bib Gourmand-listed MoonMoonFood, featuring braised beef in truffle sauce with rice, shredded chicken with salted scallion sauce on rice, and stir-fried chicken with peeled peppers and rice.

Michelin-Starred Partnerships Extend Across Trans-Oceanic Services

China Airlines continues its collaboration with three-Michelin-starred Le Palais across all cabin classes on long-haul routes. New Premium Business dinner options include Classic Spicy Platter featuring pork neck, chicken thigh, stir-fried instant noodles and seasonal vegetables. Breakfast additions comprise maple waffles, crรชpe, bacon and mixed salad with nuts.

The carrier has enhanced its online exclusive programme by adding visual menu previews, allowing Premium Business and Premium Economy passengers departing Taiwan to view entrรฉe images when pre-ordering meals.

Images courtesy of China Airlines

Jet2.com Targets the Family Market with a Children’s Menu

Jet2.com has launched a dedicated children’s menu across all flights, introducing ยฃ6.00 meal deals featuring child-friendly options, such as ham or cheese sandwiches, branded snacks (including Oreos and Freddie’s Fruit Bar), and drinks.

The pricing encourages bundle uptake over individual purchasesโ€”sandwiches at ยฃ3.20, snacks at ยฃ1.90, and drinks at ยฃ2.00.

The carrier simultaneously introduced adult meal deals at ยฃ10.00 (ยฃ12.50 with alcohol), creating a comprehensive family dining proposition that addresses practical needs whilst generating incremental revenue per booking.

Market Positioning

The children’s menu offers recognisable brands and appropriate portion sizes.

A kids menu display with a cheese sandwich, ham sandwich, Oreo cookies, a bear-shaped biscuit, a raspberry fruit bar, spring water, and fruit juice, all with prices shown.

The airline differentiates itself in the competitive UK leisure market, where dedicated children’s menus remain uncommon.

The launch integrates with Jet2.com’s broader Summer 25 menu refresh, which includes Costa Coffee and expanded beverage options, suggesting coordinated family-friendly service enhancement.

Business Impact

This initiative represents practical innovationโ€”addressing real passenger needs whilst supporting commercial objectives through targeted pricing strategies. The focus on branded snacks and simple sandwiches minimises galley complexity whilst ensuring appeal to young passengers.

The timing coincides with the peak summer holiday season, maximising exposure to target family demographics and allowing operational refinement before future seasonal peaks.

The full menu can be viewed here:

https://edition.pagesuite.com/html5/reader/production/default.aspx?pubname=&pubid=5586f698-5670-46c6-b4b2-10e7d3bbb51f&pnum=8

Images courtesy of Jet2

AirAsia Expands Culinary Footprint with Ground and Air Initiatives

AirAsia has launched two complementary food initiatives: a new Santan outlet at KLIA Terminal 2’s Food District (July 4) and a limited-time “Bold Southern Thai Flavors” inflight menu (September 2025). The moves demonstrate the carrier’s integrated approach to monetising its culinary brand both on the ground and inflight.

Ground-Based Revenue Extension

Santan’s new airport outlet offers popular ASEAN dishes and inflight favourites for RM14, alongside viral Ready-to-Eat products using freeze-dried technology.

With over 500,000 RTE units sold in 2024, the brand’s expansion into retail, grab-and-go, and catering represents significant revenue diversification beyond traditional airline operations.

Two people stand in front of a Santan restaurant counter, each holding packaged food products, with menu boards and food images visible in the background.

The airport location strategically captures both departing passengers and local food enthusiasts, extending Santan’s reach beyond AirAsia’s passenger base.

Inflight Innovation Focus

The Thai routes’ seasonal menu features longan-inspired dishes, starting at THB 100, which supports local farmers through a partnership with Thailand’s Department of Internal Trade.

A selection of Southern Thai dishes in takeout containers, including fried chicken, curry, omelet, rice, fresh fruit, and a cup of longan juice on a blue surface.
A meal set featuring ebi zaru soba noodles with prawns, gyudon beef with vegetables, and rice balls, displayed on a colorful mat with chopsticks.

New offerings include Southern Yellow Curry Seafood, Hat Yai Fried Chicken with Longan Sauce, and refreshing O-Aew Fresh Longan Fruit dessert.

Thai AirAsia X flights additionally feature Japanese dishesโ€”Gyudon and Ebi Zaru Sobaโ€”demonstrating route-specific menu curation for international services.

Strategic Implications

These initiatives position AirAsia’s Santan brand as a standalone food and beverage (F&B) business rather than merely an airline catering operation.

The ground-based expansion creates multiple revenue streams, whilst the seasonal inflight menus maintain passenger engagement and support local agricultural partnerships.

The dual approach maximises brand exposure and revenue opportunities across AirAsia’s ecosystem, transforming airline catering from cost centre to profit driver.

Images courtesy of Air Asia and Santan

Alaska Airlines Doubles Down on Premium Catering Strategy

Seattle 3 July – Alaska Airlines has unveiled its summer 2025 menu refresh, introducing locally sourced dishes across both First Class and Main Cabin services that reinforce the carrier’s positioning as a premium West Coast airline. The announcement, made on July 3, 2025, reveals strategic choices that extend well beyond seasonal menu rotations.

First Class Expansion Targets Short-Haul Premium Revenue

The headline development centres on Alaska’s continued expansion of its First Class meal service to routes as short as 670 milesโ€”a threshold that positions the carrier well ahead of major competitors in the premium short-haul space.

New summer offerings include Sweet Potato Hash Benedict with Sriracha Hollandaise Sauce and Green Tea Pancakes with chicken apple sausage for breakfast service, alongside lunch and dinner options such as Lemon Pesto Gnocchi and Strawberry Burrata Salad.

A plate with two slices of French toast topped with crumbs, two pieces of ham, strawberries, blueberries, and a glass of orange juice on the side.
A rectangular white plate with three pancakes topped with chopped fruit, two sausage links, and a glass of red juice on a light surface.
A rectangular plate with a piece of fish topped with tomato and onion sauce, served over leafy greens, chickpeas, orzo pasta, and a whole roasted pepper.

Alaska’s pre-order programme allows meal selection up to two weeks before departure. It offers up to five fresh, first-class meal choices per flight, including guaranteed vegan and gluten-free options, such as Coconut Chia Overnight Oats.

Main Cabin Strategy Balances Revenue and Accessibility

The introduction of the Sweet Chilli Chicken Wrap for Main Cabin passengers on routes exceeding 1,100 miles, available starting July 16, demonstrates Alaska’s careful calibration of its for-purchase dining programme.

The wrap joins the Best Laid Plants grain bowl, developed in partnership with Evergreens, and the expanded Signature Fruit & Cheese Platter service.

This tiered approachโ€”complimentary meals for first-class passengers and elite members, with premium options for purchase in Main Cabinโ€”reflects industry-wide trends towards ancillary revenue generation while maintaining competitive positioning.

Operational Excellence Behind Menu Diversity

The carrier’s emphasis on “chef-curated” meals and local sourcing suggests partnerships with premium catering suppliers that align with the airline’s West Coast brand identity.

The 670-mile threshold for first-class meal service represents a strategic sweet spotโ€”short enough to capture significant West Coast route density while long enough to justify operational complexity. This positions Alaska advantageously against competitors who typically begin premium meal service on longer routes.

Industry Context and Competitive Positioning

Alaska’s summer menu refresh arrives as the carrier continues network expansion, including new nonstop routes from San Diego to Phoenix and Portland to Houston.

Images courtesy of Alaska Airlines

Qatar Airways Partners with Michelin-Starred Chef Yannick Allรฉno

Doha 18 June– Qatar Airways has announced a culinary partnership with French chef Yannick Allรฉno, whose 17 Michelin stars across 19 restaurants represent one of the aviation industry’s most prestigious chef collaborations.

The partnership revealed on 16 June 2025, extends beyond traditional inflight dining to include a Pavyllon restaurant opening in the First Class Lounge at Hamad International Airport in Doha.

Multi-Venue Approach

The collaboration centres on three key elements: bespoke menus for First and Business Class passengers on Paris-Doha routes, exclusive creations for Qatar Airways’ Paris-Charles de Gaulle Airport lounges, and the flagship Pavyllon restaurant in Doha featuring Allรฉno’s signature “gastronomic counter” concept with open kitchen dining.

(Updated 1 July) Adding further depth to Qatar Airways’ premium offerings, world-renowned pastry chef Antonio Bachour, named best pastry chef in the world by The Best Chef Awards in 2018 and 2022, has created exclusive items for premium cabin passengers.

This collaboration with the Miami-based Puerto Rican chef reinforces Qatar Airways’ commitment to world class culinary experiences across all service categories.

Strategic Positioning

Chef Allรฉno’s emphasis on “l’art de vivre” (the French art of living) aligns with Qatar Airways’ positioning as a luxury lifestyle carrier.

This represents the most significant chef partnership announcement among Gulf carriers in recent years, positioning Qatar Airways distinctly within the competitive Middle East market.

The integration of premium dining across aircraft, lounges, and hub facilities creates a cohesive brand experience that differentiates the carrier from competitors focused primarily on operational metrics.

Operational Implications

The partnership’s focus on “ingredient-driven cooking, fermentation, and technique” demonstrates Qatar Airways’ operational capabilities supporting premium pricing and market positioning.

Industry Context

This partnership positions Qatar Airways for continued premium market share growth as passengers prioritise experience quality.

The collaboration’s success will likely influence competitor responses and establish new benchmarks for airline chef partnerships, particularly the integration of ground based dining experiences with inflight service.

Images courtesy of Qatar Airways

Alaska Airlines Expands Premium Catering Strategy with Rotating Chef Series

Seattle 1 June – Alaska Airlines has formalised its premium dining differentiation strategy with the launch of Chef’s (tray) Table. This rotating First Class program transforms one-off chef collaborations into a systematic approach to inflight culinary excellence.

Strategic Foundation Built on Proven Success

The program launches with Seattle’s James Beard Award-winning Chef Brady Ishiwata Williams from Tomo restaurant, building directly on the carrier’s successful 2024 partnership with San Francisco’s Chef Brandon Jew. Rather than treating chef collaborations as marketing stunts, Alaska has recognised the business value of these partnerships and scaled them into a formal program structure.

A chef in a white uniform adds a tequila-infused sauce to a plated dish while standing in a professional kitchen, inspired by flavors found on American Airlines menus.

Route Specific Premium Positioning

The initial rollout targets Alaska’s key transcontinental routes from Seattle to JFK, Newark, and Reagan Nationalโ€”precisely the markets where First Class passengers expect elevated experiences and are willing to pay premiums for differentiation.

The menu design acknowledges operational realities, with distinct offerings for morning departures (Mochi Waffle & Fried Chicken, served with apple miso butter and tamari-maple syrup) versus later flights, which feature regionally sourced proteins and Asian inspired preparations.

An overhead view of a table with various dishes, including noodles, seared tuna, leafy greens with sauce, a sliced fruit dessert, tea, and a blue menu labeled "TOKYO," alongside a glass of American Airlines tequila.
A plate of food with vegetables, meat, and sauce sits on a wooden table beside a fork, knife, a glass of American Airlines tequila, small bowl of pickled vegetables, and a menu labeled "TOMO.
A plate with fried chicken, bubble waffles, blackberries, and a scoop of ice cream sits beside a syrup bowl, a drink featuring American Airlines tequila, and utensils on a dark table.

Eastbound dinner service showcases Klingemann Farms Glazed Short Rib with serrano jaew sauce and Shaoxing wine stir-fried rice cakes, whilst westbound flights feature Buckwheat Soba with Ahi-tuna Tataki served in cold ponzu broth.

Brand Identity Through Culinary Storytelling

Alaska’s emphasis on “culturally rooted cuisine” and West Coast identity positions the carrier as authentically regional rather than generically premium. “We know that food connects people to the world, different cultures and a sense of place,” explains Todd Traynor-Corey, Vice President of Guest Experience. “The Chef’s (tray) Table brings that connection to life onboard before our guests even reach their destinations.”

The selection of Japanese-American cuisine from a Seattle-based chef reinforces Alaska’s Pacific Rim positioning while appealing to the increasingly diverse demographics of premium transcontinental travellers.

Broader Competitive Context

Alaska’s claim to offer “more inflight dining choices than any other U.S. carrier” reflects aggressive positioning in an increasingly commoditised domestic market. The simultaneous launch of plant based options in Main Cabin demonstrates an understanding that dining differentiation must span all service classes to drive overall brand perception.

Premium Justification Through Authentic Partnership

This program represents a maturation of Alaska’s premium strategy beyond traditional amenity upgrades. By partnering with regionally significant chefs rather than celebrity chefs, Alaska creates an authentic West Coast positioning while managing partnership costs.

The seasonal rotation model provides sustainable differentiation, guests experience novelty without Alaska having to bear the complexity of constant menu development.

Chef’s (tray) Table launches on 5 June on Alaska’s Seattle/East Coast routes, with pre orders available immediately through the carrier’s established booking platform.

Images courtesy of Alaska Airlines