Travel brands pivot to luxury food experiences to encourage premium flying

With governmental travel restrictions at odds with customers’ desire to travel again, airlines are diversifying, creating premium food experiences that allow local customers to experience what travelling in first or business class is like - on the runway and at home. Through these experiences, travel brands are looking to showcase the benefits of flying in a more premium class, encouraging customers to upgrade when flying returns back to normal.

Over the weekend, Singapore Airlines created a pop up restaurant in a A380-800 grounded plane at Changi Airport, Singapore. Tickets for the event sold out in 30 minutes, with prices varying depending on the cabin class. First class suite ticket holders were given an exclusive eight-course meal, business class ticket holders received six-courses and economy class ticket holders received three-courses from the standard in-flight menu.

Finland’s national airline, Finnair, will start to sell ready-made business class aeroplane food in Finnish supermarkets. Called ‘Taste of Finnair’, dishes cost around 10 euros and include reindeer meatballs, Arctic char and teriyaki beef.



Asda is piloting a new sustainability store format in the UK

Sky will open its first store concept in Liverpool One, UK

JD Sports unveils new flagship store in New York, US

Dover Street Market will open its first store in Paris, France



Finnair launches luxury supermarket ready-made meals

Singapore Airlines transforms its plane into a pop up restaurant

Citizen M unveils subscription service for remote workers



Nike unveils new US campaign urging Americans to vote in the US presidential election



Amazon Shopper Panel is offering customers $10 in exchange for third-party shopping data

Digital bank Monzo has launched premium package membership for customers, featuring a new metal card with phone and travel insurance

Department store Macy’s will introduce virtual and in store styling appointments to help with Christmas shopping

Wellness brand Equinox opens new DTC website called ‘The Shop, selling apparel, wellness and skin care


Household News

We’re beyond proud to announce that our brand experience creative idea, the ‘Little Reset Brewing Co.’ is amongst the brilliant winners of The Great Reset – a creative industry movement led by the Purpose Disruptors to embed the positive environmental shifts that have happened during lockdown.

Image courtesy of Singapore Airlines 

Other posts from the blog