Phil Nasskau takes a look at what is going on around the galleys of the leading fractional ownership fleet.
Business and corporate aviation is always seen as a pinnacle of excellence. Fast and large jets often carry a price tag of at least several tens of millions. Yet private jets are becoming more and more accessible and with easier access there is a greater need to differentiate between charter and fractional services to personal ownership.
NetJets Europe decided that it could create major differentiation from all other jet operators by developing the finest wining and dining available in the skies.
The company has launched a series of new catering partnerships and schemes following a two-year development from its conception to implementation.
At present, the new catering servicess are available in Dublin, Geneva, London, Milan, Moscow, Munich, Nice, Paris, Rome and Zurich after successful trials began in September last year.
When you board a Netjets Europe aircraft there is an option to equip it with some of the finest foods and drinks available, thereby transforming a jet with simple catering into a flying version a five-star European hotel.
Stephen White, director of cabin services NetJets Europe says it is the luxury choice that is being offered, “we are trying to dazzle and wow a specialist audience by surprising and delighting them. We want to put the romance back into flying, and from a customer care perspective we are offering exact replicas of the dishes served in our partner restaurants.
“After all, the rich and famous know where to eat,” he says.
In each individual city a selection of restaurants have been selected as partners, featuring well known names such as Ubon by Nobu, Hakkasan, Four Seasons Hotel, Fortnum & Mason, Vama and Yauatcha in London. Coupled with anchor catering from Absolute Taste and Baker & Spice. NetJets is taking a step in offering complete choice.
Of course the real problem with serving real food at altitude is that on long flights the palate dulls slightly and for this reason all dishes have their spices accentuated – not to add extra flavourings or stronger flavourings but to enhance the intensity by adding extra coriander or basil for example, says Jane O’Riordan from Baker & Spice.
O’Riordan also selects the finest wines – “ serving wine at altitude poses no problem,” she says.
White believes that the partnership with the fine brand restaurant names will bring mutual benefits and will drive customers to the restaurants.
“Our goal is to have people saying if NetJets are going there, we’ll go there. Our partners are not here for extra profits, but are here to support their customers in new ways. Great brands support each other and right now we are unmatched, our customers can eat as well at 40,000ft as they can sitting down at a Mayfair restaurant,” says White.
Currently on offer is something in the region of 1,000 menus, which will become interactive in the near future. The focal point for NetJets is the packaging – 23% of the NetJets Europe fleet carries no cabin crew. The food must be easily accessible by the customers and each dish is packed in its own serving container.
Source: Flight Daily News
