SINGAPORE AIRLINES At the core of yet another innovation

In its highly recognized and applauded efforts to make the flying experience a bit more enjoyable and luxurious, Singapore Airlines is at the core of yet another innovation. As the world’s leading airline, Singapore Airlines also prides itself for its high quality in flight meals and is in fact have been given numerous accolades in this field. On a recent trip to Singapore, SIA invited a group of media practitioners representing its main routes to a tour of the SATS Inflight Catering Centre. Located just a few minutes from the Changi Airport, members of the media group were offered a rare peak at the inner workings of the airline industry.

Here, we were showed how meals are prepared, from the reception of supplies, quality control check and storage to preparation, cooking process and placement of the meals in the trays we see on airplanes. This catering service we were told that around 40,000 meals are prepared per day. The catering center also has the only aircraft simulator in the world where food and wine are tasted at the same altitude as one would when on a flight which is at 30,000 ft at 21 degree Celsius. Asked why there is a need to have a simulator, we were told that the simulator is necessary to see how food tastes and performs when in flying conditions as taste buds are dull in high altitude. It is interesting to note that the SATS Inflight Catering Centre prepared 1,885,294 meals in June 2004 and averages around 1,000,000 meals per month.

Singapore Airlines can also be credited for pioneering the International Culinary Panel or ICP. This was set up in 1998 in the hopes of providing new and exciting food choices to SIA passengers. The ICP is composed of a stellar cast of chefs who are the leading culinary figures of the regions they represent. Hailing from different parts of the world where SIA flies, these chefs bring the unique and distinctive flavor of their country or city to SIA in flight meals.

Currently, there are 8 chefs in the group. Satish Arora of India is the director of food production at India’s Taj Group of Hotels, Georges Blanc of France is one of a handful of Grand Masters of French Cuisine, Yoshihiro Murata of Japan, Nancy Oakes of the USA who cooks for celebrities like Julia Roberts and Robert Redford, Gordon Ramsay of the UK who has a reality based cooking show, Yeung Koon Yat of Hong Kong and new additions Matthew Moran of Australia and New York magazine favorite Alfred Portale of the USA. “We are always on the look out for chefs who can work with the panel to build on its achievements and add to the variety of menus onboard,” said Yap Kim Wah, SIA’s senior vice president for Product and Services.

Altogether, this illustrious group of chefs are given a carte blanche to develop menus and recipes that will benefit SIA passengers especially those in the First and Raffle Class and select sections of the Economy Class. “This is world gourmet cuisine onboard,” according Hermann Freidanck, SIA’s manager for Food and Beverage. “It’s a great collaborative effort when all the chefs are working together and we are extremely happy that they have accepted our invitation to them. The process begins with the submission of recipes, cost coordination, consultation with other members, presentation of recipe folders, dissemination of recipes to caterers and finally the in flight introduction.

Other than the ICP, SIA is also elevating the meals we take onboard through its “Book the Cook” program. Book the Cook allows travelers to pre-book what they want to eat during their flight prior to their trip. A wide range of Asian and Western cuisine are available. This extra service is currently available in select stations such as Amsterdam, Dubai, Frankfurt, Hong Kong, Kaohsiung, London, Los Angeles, Melbourne, New York, San Francisco, Sydney, Taipei and Tokyo.

Also available in these stations is a food service geared towards the airline’s younger passengers. “Yummy!”, like its adult equivalent, allows young passengers in First and Raffles Class to pre-order their meals up to 24 hours prior to flight departure. This boasts of a menu that has been proven to fare very well among children. “At SIA, our young travelers are as important to us as the grownups. We believe that keeping children entertained and well-nourished contribute to a memorable flying experience for both the children as well as the adults,” said Eddie Ong, vice president for Inflight Services.

It is this extra attention to detail and the search for ways to improve the flying experience that has set Singapore Airlines high above the rest of the pack. Despite numerous awards and accolades, Singapore Airlines shows no signs of resting on its laurels. All these improvements and innovations show why they are enjoying a soaring success.