For Singapore Airlines (SIA), a unique event arose out of Covid-19. For two days (24th and 25th of October 2020), the airline launched a dining service on board a parked Airbus 380 named "..0@Changi". Diners at restaurant A380@Changi were offered Singapore Airline's international cuisine options or a selection of Peranakan-inspired meals from renowned Singaporean chef, Shermay Lee. There were limited slots for a pre-dinner tour of the aircraft, which included tours of the cabins and the cockpit. All diners were given discounts for Singapore Airlines' online retail store, KrisShop, and a limited-edition goodie bag. If diners arrived in traditional heritage attire, they received an additional "mystery gift". Diners could even watch a movie via the in-flight entertainment service while they enjoyed dinner. However, Singapore Airlines' offerings were met with mixed feelings by consumers. In light of the high prices of the new onboard restaurant and the airline's upscale home-delivered meal options that cost upwards of S$498 (R5,339). The experience was criticised online as being elitist and disconnected from the actualities of Covid-19, in which unemployment and income loss has become common. Regardless, Singapore Airlines' strategy seems to have been successful, as all of its available 900 seats for restaurant A380@Changi were sold out within 30 minutes after bookings opened on Monday, October 12th 2020

 

Reflecting on what motivated Singapore Airlines consumers to purchase tickets for their offering of an on board restaurant, discuss their purchasing process. Q