Leaked: [email protected]’s First Class dining experiences to cost up to S$498

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Singapore Airlines has leaked the [email protected] menus, and the prices are...scary. Here's what we know so far.

Update: Singapore Airlines has officially unveiled the pricing for [email protected] Check out the full details here.

A couple days ago, Singapore Airlines announced [email protected], a program which allows customers to enjoy a Singapore Airlines inflight dining experience from the comfort of their own home. 

Menus and prices were supposed to go live on 5 October 2020, but late last night the HWZ hive mind (which Mothership conveniently forgot to H/T), spotted that some of the listings were already appearing on KrisShop (the links have since been taken down). 

A total of six menus were published: five First Class, and one Business Class. The price? Up to S$498. 

It remains to be seen whether this pricing is final, but assuming it is, all I can say is: holy moley macaroni, that’s a lot of money. I mean, we always knew that Singapore Airlines commanded a premium in the air, but this takes it to a whole new level…

[email protected] menus: They want HOW much?

“Yes babe, I paid this much for dinner”

Here’s the price of the six menus published on KrisShop last night (the links below will now direct to 404 errors since the pages have been removed). This isn’t the complete set, as Singapore Airlines has announced a total of 10 menus- five from First Class, and five from Business Class. 

  Cost 
(Cash)
Cost
(KrisFlyer Miles)
Business Class: Singapore to New Delhi S$288 36,000
First Class: Singapore to Sydney S$448 56,000
First Class: Singapore to New Delhi (Vegetarian) S$448 56,000
First Class: Singapore to New Delhi (Non-vegetarian) S$448 56,000
First Class: Singapore to Paris S$448 56,000
First Class: Singapore to Tokyo S$498 62,250
Prices are subject to an additional 7% GST, which can also be paid with KrisFlyer miles

I freaked out when I first saw the prices, but calmed down a bit when I realised they’re for two people (only the New Delhi and Tokyo menus explicitly stated they’re for two, but it’d be weird if the Paris and Sydney ones weren’t). 

SIA@Home Paris First Class menu
[email protected] Paris First Class menu

Even so, these are still very steep prices indeed, and makes me worried how much the A380 restaurant experience will cost (to be fair though, [email protected] packages include a full bottle of wine, while the A380 restaurant experience will come with two alcoholic drinks per guest).

First Class menus will set you back S$448/498 (plus GST), and keep in mind this doesn’t even include the all-important champagne, which is available as a separate add-on. In addition to the meal, customers will receive: 

  • 2014 Albert Bichot, Morey-Saint-Denis 1er Cru “Les Sorbets”, Burgundy, France OR 2017 Bouchard Père & Fils Meursault 1er Cru “Genevrières”, Burgundy, France
  • Two SIA First Class Lalique unisex amenity kit
The reason why the Tokyo First Class menu costs S$50 more than the other destinations is because they include two 180ml bottles of sake (Takara Sho Chiku Bai Junmai Daiginjo Yamadanishiki), on top of the French wines. 

Business Class menus will cost S$288 (plus GST), and include the following: 

  • Laurent-Perrier La Cuvée Brut, Champagne, France OR 2015 Château Magnan la Gaffelière, Saint-Émilion Grand Cru, Bordeaux, France OR 2017 Joseph Drouhin Vaudon Chablis, Burgundy, France
  • Two SIA Business Class Penhaligon’s amenity kits

All food will be delivered in chilled vacuum packs, and is good for consumption up till one day after delivery. Reheating and plating guides will be provided, but if you don’t want to get your hands dirty, you can opt for a “Book the Chef” service, where someone comes to your house and does that at an additional cost (I’m great with a microwave, and cheap too). 

This isn’t fast food by any means- all deliveries take place within one month of purchase. While you can change your menu selection up to 72 hours before delivery, no cancellations are allowed. 

The full menus can be browsed below:

Paying for [email protected] with KrisFlyer miles is a terrible deal

Other SIA@Home menus
Other [email protected] menus

When [email protected] was first announced, SIA mentioned that customers would be able to pay for these experiences with KrisFlyer miles. Since they were going to be sold on KrisShop, however, I guessed that you’d enjoy the same paltry rate as you would for other KrisShop items- 0.8 cents per mile.

Sadly, it looks like I’m right. What this means is that even if you wanted to try [email protected], you’d have to be insane to pay with KrisFlyer miles. For the sake of perspective, consider how much it would normally cost for a one-way flight on these respective routes:

  Miles for Meal (A) Miles to Fly (B)
A/B%
Business Class: Singapore to New Delhi 38,500 39,000 97%
First Class: Singapore to Sydney 60,000 85,000 71%
First Class: Singapore to New Delhi (Vegetarian) 60,000 53,000 113%
First Class: Singapore to New Delhi (Non-vegetarian) 60,000 53,000 113%
First Class: Singapore to Paris 60,000 125,000 48%
First Class: Singapore to Tokyo 73,250 70,000 105%

Sure, the meals are for two people while the flight is for one, but think about it from an experience point of view: would I rather pay 56,000 miles so that two people can enjoy a microwaved First Class meal at home, or 53,000 miles so that one person can have the full fledged SIA First Class experience, with dining in The Private Room, vintage champagne, sleeper suits, a full-flat bed, movies, SIA’s legendary onboard service, and I dunno, actually go somewhere? 

I get that you’re not meant to redeem the entire thing with miles, and the high prices are simply the unfortunate byproduct of a miserly 0.8 cents per mile valuation. But even so, it makes for terrible optics, and lets me make cheap memes like this: 

What other [email protected] packages can we expect to see?

Singapore Airlines has announced the following [email protected] packages:

  • Wine and Dine: A First Class or Business Class meal for two based on your choice of menu, plus amenity kits. Customers who opt for the First Class menu may select either a bottle of Burgundy red or white wine. Those who opt for a Business Class menu may select either
    a bottle of French wine or brut champagne
  • Champagne and Dine: A First Class meal for two based on your choice of menu, a bottle of 2008 Dom Perignon champagne and Lalique amenity kits
  • Wine, Dine and Tableware: A First Class meal for two based on your choice of menu, a bottle of Burgundy red or white wine, Lalique amenity kits, and a 22 piece tableware set which includes  Wedgwood dining ware and Lalique crystal ware
  • All-Inclusive First Class Experience: A First Class meal for two based on your choice of menu, a bottle of Burgundy red or white wine, a bottle of 2008 Dom Perignon
    champagne, a 22-piece tableware set which includes Wedgwood dining ware and Lalique crystal ware, and Lalique amenities for two, including sleeper suits.
  • All-Inclusive Business Class Experience: A Business Class meal for two based on your choice of menu, a bottle of French wine or brut champagne, a 22-piece tableware set, which includes Narumi dining ware and Penhaligon’s amenity kits for two.
  • First Class Signatures: An experience for two, comprising two of our signature First Class offerings of Oscietra caviar, satay, a bottle of 2008 Dom Perignon champagne and Lalique amenity kits

What’s been leaked should be the “Wine and Dine” menus, and what I’m trying to say is: if you thought those were expensive, you might want to sit down. The all-inclusive First Class Experience will surely cost much more, given it comes with the Wedgwood dining ware and Dom Perignon.

At least you’ll have the plates to remind you of the experience…

Conclusion

Now, there’ll be those who say “for the price of S$X, you could go to expensive restaurant Y and have a great meal.”

While I’m sure that’s true, it also kind of misses the point. If anyone actually pays for this, they won’t be doing it for culinary excellence. I dare say that even the most exquisite food, once subjected to the crucible of the microwave, won’t stand up too well. This is purely a novelty thing- plate the food, pour the wine, play the SIA playlist and imagine you’re at 30,000 feet. You may not find that worth the price, but hey, different strokes and all that. 

For me personally, I’ll probably get one of these sets to try, if only for the sake of a review. It’s certainly not something I’d pay for if this site didn’t exist (although I’d definitely go for the A380 restaurant either way). 

Will you be trying any of the [email protected] menus?

Aaron Wong
Aaron founded The Milelion with the intention of helping people travel better for less and impressing chiobu. He was 50% successful.

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j h

What a joke. For hardcore SQ fans only

Anti Affairs

For the rich you mean

Forest

it’s quite funny, rich people would have experienced the First Class or Business Class many many times, who would like to do it at home again??

Eddy

also suitable for all the SQ pilot. i’m sure they missed having the in-flight meals

phister

Got to be taking the piss on this one. At that price you can easily get dinner for 2 at a 1-star Michelin restaurant.

To complete the experience stream a Youtube video of Flight Simulator on 4K.

Last edited 22 days ago by phister
Joshua T

Agreed. Totally insane.

For most folks who have flown F and J,
they will likely agree with me when I politely say –
the food and standard is only good when am 30k feet up in the air.
When I am on the ground, SQ food is nothing.

Really silly of SQ to price it as such.
Going to backfire on them in a big way.
Should just fire the marketing head to save more costs lol

Judy Kim

I would not wish to waste money rather spend it on 5 or 6 stars hotel restaurant.

Ben

Absolute joke. Universal reaction amongst colleagues has been of incredulity and laughter. Looks like the fuel hedging folks might have been transferred to the new team on [email protected]

Jack

Maybe it’s an intentional leak. To see how customers react to the pricing

PAP smear Orgasm

SIA going to go 6 feet under considering they have ‘ mysterious ‘ appetite of ‘ burning ‘ away $6.6 billions in bonds money in 6 months and 10 years of massive losses in fuel hedging. Whatever they’re going to do nowadays, people are going to see this as just icing on the cake, at belt tightening times, bloody still looking at fat cows for the slaughter house. How about the cattle class who’s having to eat shoulder to shoulder? Since pilots has been doing delivery work as Grab, maybe can deliver us grab food with SQ economy service? Char… Read more »

Last edited 22 days ago by PAP smear Orgasm
Forest

I’m wondering who will be their target customers? People who go to hawker center won’t be willing to pay that amount of money, those who are deep pocket would have experienced it, just don’t get it.
Frankly, the food quality of the first class and business class is not fantastic, relatively good when people is up in the air. But on the ground, who would want to pay that much to try microwave food?

SQT

there is only up 4 to 6 first class passengers out of a flight capacity from 300 to 450. It’s virtually impossible for these 300 to 450 who keep turning right when boarding a plane to appreciate the view from the left.

Bzc

This pricing is way over the top. I can see a bit of value if the meals are actually prepared by the chef, but they will still be prepared by SATS catering probably.

JW19

Quite BS for microwaved meals… I’d rather they do something like what Thai has done, perhaps in Jewel or Changi Airport. Or even do a public preview of the new FCL by setting a restaurant there. For 500 a pop, staycations are still the way to go.

SQ Flyer

+1 to all the comments above.

This poorly thought out attempt at creating a new revenue stream is surely an affront to good sense and wining and dining in general.

It also appears slightly arrogant, based on the assumption that SQ’s brand prestige will hold out and the ancillary services associated with the brand (provided by the prestigious SATS catering, no less) carry as much prestige as the hard inflight product itself.

Chris

Serious question: FCL Wedgewood plates and Lalique glasses included?

Jim

Biggest Joke of the Century

J T

I totally agree to all the comments !!Wake up your ideas Marketing team!!

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