Singapore Airlines To Trial Business Class Dine On Demand

For decades Singapore Airlines has been known for being one of the best airlines in the world, though I can’t help but feel like they’ve somewhat been resting on their laurels. I feel like the airline used to be super innovative, but is less innovative nowadays:

  • For the most part I don’t find Singapore Airlines’ new cabins to be that cutting edge, and their business class seat hasn’t evolved that much in the past decade
  • Their meal services in business class are good, though nothing special
  • I will say that their cabin crew are consistently exceptional, and they’re one of the best parts of flying with the airline

Singapore Airlines’ A350 business class seat

Along those lines, it looks like Singapore Airlines may soon update their business class service.

Dine On Demand: Coming To Singapore Airlines Business Class?

ET quotes Singapore Airlines’ Director of F&B as saying that the airline is exploring a dine on demand option in business class. More specifically, Singapore Airlines plans to trial offering dine on demand in business class in early 2020, and then based on feedback will make a decision about what to do long-term.

This is due to customer feedback, though Singapore Airlines is careful to note that they want to make sure they develop a system that works before fully implementing this.

Part of that will be ensuring that flight attendants can deal with the increased work required from dine on demand while maintaining high levels of customized service.

Could we soon see dine on demand on the world’s longest flight?

Is Business Class Dine On Demand A Good Thing?

On the surface the addition of dine on demand sounds like a good thing. Especially for an airline like Singapore Airlines, where I sometimes can’t figure out the flow of their meal service.

But I’ve also sometimes in the past noticed that I don’t always think a dine on demand system is best. Sure, in an ideal world dine on demand is great, but there are some downsides:

  • It significantly increases the workload for the crew, and will make them more stressed, and perhaps not provide the same level of service
  • If you’re like me and are a sensitive sleeper, I find that the sounds, lights, and smells, from people dining throughout the flight can make it much harder to sleep

So while I’m generally in favor of dine on demand, there are also some downsides that are at least worth acknowledging.

I’d note that quite a few airlines have done dine on demand trials in business class, but ended up deciding against it. Take Emirates, for example — they trialed it for a while, but then decided not to implement it on a widespread basis (meanwhile both Etihad and Qatar offer dine on demand).

Qatar Airways offers dine on demand in business class

Bye Bye Lobster Thermidor?

Singapore Airlines offers a “Book The Cook” menu, where you can order from a much larger menu before your flight. One of the most popular options is their lobster thermidor dish.

It looks like that may not be on the menu forever in its current form:

“Like everything, the Book The Cook programme evolves. The lobster thermidor is a perennial favourite but we’re looking at opportunities to modernise that, whether it be a lobster thermidor-type of dish or something similar and lobster- themed which is a little bit more modern, a little bit more healthy perhaps.

People like lobster, but we’re moving to an environment where people are becoming more health-conscious so maybe the creamy lobster dish is not the right one… maybe a beautiful grilled lobster with fresh asparagus or veggies might be another alternative, as long as we maintain the integrity of the dish.”

Bottom Line

I’ll be curious to see what kind of a dine on demand trial Singapore Airlines runs, and how successful it is. Generally I’d say dine on demand would be a positive development, though assuming it allows the crew to maintain their high service standards.

As someone who struggles to sleep without perfect conditions I’m also generally somewhat apprehensive about dine on demand, though I realize that’s mostly just my problem.

Conversations (21)
The comments on this page have not been provided, reviewed, approved or otherwise endorsed by any advertiser, and it is not an advertiser's responsibility to ensure posts and/or questions are answered.
Comment as a member

Membership is free and takes no more information than commenting as a guest. Earn status points for good contributions, and see fewer ads as your status grows.

Type your response here.

If you'd like to participate in the discussion, please adhere to our commenting guidelines. Anyone can comment, and your email address will not be published. Register to save your unique username and earn special OMAAT reputation perks!

  1. Loading comments…
Recent Comments
The latest from the OMAAT community.

The comments on this page have not been provided, reviewed, approved or otherwise endorsed by any advertiser, and it is not an advertiser's responsibility to ensure posts and/or questions are answered.

Hobbs Guest

Qatar does this, and does it well. More than well. Excellent, in fact, now that I think about it. I tell them I may not have three courses, I plan on sleeping for the duration, “it’s ok, just choose the ones you like anyway, and if you change your mind just let us know.” They make my bed. They are there when I awake from my slumber. The only bad thing about Q suites is that they’ve ruined every other business class product for me.

0
‼ 0
Paul Guest

@Dean This WHINER is why I don’t set butt on United anymore. He represents the company’s entire attitude that they are not there to provide a service to the customer. And why I NEVER book onto a US line when going abroad. Absolutely unbelievable that he would post this drivel online, not realizing that he is stating exactly what is wrong with the US carriers in spades.

0
‼ 0
Dean Guest

So for those of you mentioning “it’s the crews job” or “just retrain them for on demand”, let me shed some light on a few things as a United flight attendant. Air crews, both pilots and flight attendants are given several hours to sleep on the flight in an area with sleeping berths for crew rest. Each airline has a different policy depending on the workers collective bargaining agreements or work rules set up between the company and crew. The breaks are usually distributed in two parts to maximize the sleeping time of crews. Remember a flight attendants first responsibility is the safety and security of all passengers and crew onboard. So being rested is a crucial step in having crews that are capable to deal with any inflight emergencies and possible evacuations. So generally, one half of the crew begins their breaks 2.5-3 hours after departure. Leaving only one half awake to tend to passengers whom are awake. Depending on the length of the flight, they will swap out after 3-4 hours and repeat this process. All crew are then awake for the arrival and sometimes the mid flight snack. So you can see that there will be concerns. What if too many desire to dine at one time, while now there is only 3 crew awake for a certain cabin, while normally there is 6 during a regularly scheduled meal service? I know some may say, send economy flight attendants to assist, this would not be possible, as they have a minimum number of flight attendants assigned to each cabins and even cabin coverage is required by the FAA and other agencies. I know some are still livening in the age thinking we are still pretty faces giving 5 star service, and while we still strive to give everyone good service, the new reality is that times have changed, and we now are dealing with more security training, medical training, etc. I’ll reiterate this one last time. Flight attendants are mandated now by all government agencies, but this mandate is not so that we are there to give turn down service and serve meals, it’s there to make sure that if an airplane is on fire we can get everyone out safely in 90 seconds or less. It’s there to insure that if someone has a heart attack somewhere over the Pacific Ocean, that we can give that person a fighting chance at survival until the airplane has safely landed. It’s there to ensure there will never again be another 9-11 type security breach. I’m afraid the times have changed, and customer expectations need to change also. We do our best, given that since deregulation, we now are working with 50% less crew to do the same job, with more responsibility, so airlines can once again be profitable for the shareholders and grow to offer new destinations. Also when asked, most airline customers now value comfort most of all, a good nights sleep. Less than 25% are interested in the food as their top priority. So if you are one that wants lobster thermidor served at your convenience, remember that you are now in the minority and airlines have noticed that and are evolving, and you too, may need to evolve.

0
‼ 0
Mark New Member

I think it’s a great idea, and will assist in taking your mind off sitting at a back twisting angle on the weirdest seat in the air.

0
‼ 0
robbo Member

Those lazy Singaporean fight attendants might have to work for a change

0
‼ 0

Save posts to read later

Saving posts is a member feature. Become an OMAAT member to build a reading list you can come back to from any device.

Become a member
Meet Ben Schlappig, OMAAT Founder
5,883,136 Miles Traveled

43,914,800 Words Written

47,187 Posts Published