Swiss International Air Lines
Back in September 2014, Swiss International Air Lines (LX) worked with renowned three Michelin starred chef, Andreas Caminada from Switzerland’s famous restaurant Schloss Schauenstein and set up a pop-up restaurant experience for all passengers. How do they top that experience for Spring 2015?
Starting March 4 to June 2, 2015, SWISS will focus on cuisine from the southwest region of Switzerland (Canton Ticinothis) as part of its “SWISS Taste ofSwitzerland” program.
International Long-Haul Flights
All SWISS long-haul First and Business class passengers will enjoy creations from Andreas Schwab of Ristorante Boutique Hotel Tentazioni and Andrea Cingari of Ristorante Da Enzo, two of the canton’s finest restaurants.
First Class passengers would be treated with creations of the 16-Gault Millau-point Ristorante Da Enzo in Ponte Brolla
Starter – Tuna tartare and king prawn with mango salsa (picture below)or cream of asparagus soup with black truffle.
Main course – Lamb chops with herb crust (picture below) or pike-perch with Prosecco and yuzu sauce.
Dessert – A special “Iced Coffee Da Enzo” of amaretti meringata with espresso ice cream and almond tuile.
SWISS Business Class passengers would enjoy offerings of Michelin-starred chef AndreasSchwab of the Ristorante Boutique Hotel Tentazioni in Cavigliano.
Starter – Salmon trout tartare with horseradish cream
Main Course – Braised shoulder of lamb with Vallemaggia bread dumpling
Dessert – A re-imagination of the traditional tiramisù dessert.
The airline’s First and Business Class wine selections will be putting a stronger emphasis on Ticino wines during these three months, with choice reds and whites from Switzerland’s southernmost canton.
First class guests can enjoy a “Quattromani” Merlot co-produced by four of the canton’s top winegrowers.
Business class customers will be offered a Cuvée 3 from the Tamborini estate in Lamone.
In May 2015, flights within Europe would have culinary creations focusing on the “Palio di Mendrisio” Ticinese custom in which the various quarters of the Ticinotown participate in a donkey race. To mark the event, SWISS will be serving a breadsalad with Parma ham, artichoke and orange between 13 and 26 May. On longer flights, travellers will be treated to osso buco with polenta or a wild garlic risotto with green asparagus, followed by a Ticino-style tiramisù.
Meal service has always been an item to use for airlines to market themselves. SWISS is known for culinary excellence on board its flights. That tradition continues with the “SWISS Taste of Switzerland” program. Featuring different regions of the country allows the airline to showcase cuisines and forms a great tourism package.
European competitors such as Air France (AF) and Scandinavian Airlines System (SAS)(SK) are also featuring starred chefs to create featured dishes to entice travellers’ taste buds.
Other airlines are also using the meal service as a marketing tool to generate great travellers’ perceptions as seen in this blog entry on dishes created especially for this year’s Chinese New Year. When executed well, this can be an effective tool to attract good feedback. A misstep can generate negative opinions (such as ones for American Airlines (AA) and United Airlines (UA)) which would require re-tooling.