You can now 'Book the Cook' on the world's longest flight
You can now “Book the Cook” on the world’s longest airline flight.
Singapore Airlines’ signature in-flight dining program is now available on its nonstop service between Newark and Singapore, allowing business-class and premium economy customers to book menu items up to 24 hours before the flight.
Book the Cook menu choices for Newark departures include seafood linguini and roast rack of lamb in business class and pan-seared chicken breast in premium economy.
Betty Wong, Singapore’s Divisional VP of Inflight Services and Design, said it’s all part of a broader effort to deliver a “personalization experience” to the carrier’s customers.
Routinely ranked as one of the world’s most-luxurious airlines, Singapore Airlines is known for its swanky first- and business-class seats and for offering upscale service even in economy.
The carrier’s meal service also is highly regarded, and that’s where Book the Cook comes in.
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The service allows passengers to preorder menu items ahead of flights on a number of routes. Customers can choose meals from the time they book a flight up to 24 hours prior to departure.
Numerous airlines allow premium customers to pre-select meals. Singapore also offers flyers that option, but the airline's Book the Cook service is a step beyond. It stands out as more than a way to make a special dietary request or to make sure an airline doesn’t run out of a certain pre-set menu option.
Instead, it allows customers a dramatically wider selection of choices than picking from a set inflight menu. Book the Cook choices vary by market, but there are dozens of options. Entrée choices run the gamut, and include regional choices that feature Singaporean, Indian, Japanese, Chinese and Western dishes, among others. Among the many dishes are lobster thermidor, confit of duck leg, Thai-style steamed cod fish, Malay-style beef rendang and Singapore chicken rice, though availability varies depending on the traveler's departure city.
From Singapore’s main hub at Singapore Changi Airport, there are nearly 70 choices for customers selecting their meals with Book the Cook. From Newark, Singapore’s website currently shows nine choices for business-class customers and five for those in premium economy.
Related: Maximizing Singapore Airlines KrisFlyer Partner Awards
“You have a couple of hundred passengers on the plane. Everybody has the take what they like,” Wong said. “At the end of the day, in that plane, there will be something that you really desire and you really will like to eat. It all comes together by having you being able to preorder or to do Book the Cook."
The rollout of Book the Cook to Singapore’s Newark-Singapore nonstop — the world’s longest regularly schedule airline flight — extends one of the airline’s signature offerings to one of its highest-profile routes. Singapore had already offers the option from numerous markets, including its other U.S. destinations of Houston Bush Intercontinental, Los Angeles, New York JFK and San Francisco. The option is not yet available on Singapore’s recently launched departures from Seattle.
The high-end Book the Cook service is not only a way to cater to discerning travelers, but also a chance for Singapore to give customers more sway in choosing their flight options.
“It's as important as booking the seat, whether you want a window or aisle,” Wong said. One thing that’s not going away is the carrier’s popular lobster thermidor menu choice. Some media reports had suggested Singapore Airlines was considering removing the dish, but Wong says that’s not the case.
While the carrier has been in the process of adding healthier options, the elimination of that menu item is not in the cards.
“There was no intention at all to take the lobster thermidor off the menu because that's really one of our most popular dishes.”
Related: Singapore Showdown: Lobster Thermidor (First Class) vs. Seafood Thermidor (Biz)
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- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
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- Annual Fee is $325.
- Terms Apply.
Rewards Rate
| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 3X | Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com. |
| 2X | Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com. |
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You may be eligible for as high as 100,000 Membership Rewards® Points after spending $6,000 in eligible purchases on your new Card in your first 6 months of Membership. Welcome offers vary and you may not be eligible for an offer.As High As 100,000 points. Find Out Your Offer.Annual Fee
$325Recommended Credit
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Why We Chose It
There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.