Singapore Airlines is turning its planes into pop-up restaurants

Singapore Airlines, which experienced a 99.5% drop in passengers during its first quarter, is turning two aircrafts into pop-up restaurants for two weekends in October and November. Tickets sold out in 30 minutes.

Singapore Airlines’ in-flight experience is legendary. Travel + Leisure has voted it the best international airline for 25 years in a row, and meals across all classes are designed by world-class chefs. So it makes sense that fans of the airline would be willing to pay for a gourmet meal, especially if they were already nostalgic for air travel.

Customers had the option of buying tickets in different classes, with a meal in a first class suite priced at $474 compared to an $39 economy class meal. Both meals will take place on planes at Singapore’s Changi Airport, which is the company’s hub. The airline says it will enforce social distancing, using only half of the 471 seats on the plane.

Why its hot

Brands in many industries are being forced to quickly find some way, any way, of generating profit and interest from consumers during COVID. This is an interesting way of staying relevant at a time when air travel is almost nonexistent. Not sure I could think of a less comfortable place to enjoy an expensive meal right now, but it’s an interesting idea nonetheless.