Emirates Offers Flyers a Culinary Education
Emirates is offering consumers a more dynamic in-flight hospitality experience. Flyers are being given a peek behind the scenes of its food and beverage offering via new onboard TV channels that delve into the Arab airline's food and wine curation.
Emirates has invested $700m in its regional and seasonal food menus, responding to the evolving consumer desire for high-quality culinary experiences. The Food and Wine Channels, available as part of its onboard entertainment package, give passengers the chance to learn about its work with award-winning chefs, and how it selects its fine wines.
Food programming includes episodes exploring ingredient sourcing and menu development, as well as dish demos and recipes, enabling viewers to recreate the meals at home. Meanwhile, the Wine Channel features documentaries on how the airline develops relationships with its wine suppliers, and a series of wine-tasting tutorials with Emirates' head of fine wine, Oliver Dixon.
Another recent example of a carrier looking to shake up its food and beverage game is American Airlines Group. It recently announced plans to collaborate with Mediterranean-inspired fast-casual chain Zoës Kitchen, based in Texas, to create a restaurant-standard menu.