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Food :: More Celebrity Chefs pairing with U.S. Airlines
United Airlines hired Charlie Trotter. Delta signed Michelle Bernstein. U.S. airlines are making their meals more upscale on long haul and international flights as part of the ongoing battle for first and business class travelers. Hiring celebrity chefs to spruce up in-flight menus isn't new, but rather a return to the lofty days when airlines were making healthy profits. It makes all the sense in the world to improve upon wine and meal offerings for customers paying $8000 or $10,000 for an airline ticket.
To be sure, the airlines will get the "buzz" from the celebrity branding, but that can quickly wear thin if the food doesn't measure up. The challenge for chefs has always been creating meals that have a broad appeal and can be created/replicated relatively easily by catering companies around the world. I also wonder if the airlines heard of the 21st century marketing dictum, "think global and go local". So I ask: might it make more sense to buck the celebrity trend and hire a top local catering company, and give them a comfortable budget to create the best of their local cuisine for in-flight meals?
January 11, 2008
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