A new kind of upgrade.
Develop a unique and unprecedented dining experience for JetBlue MINT—their new premium cabin offering—without challenging the airline’s egalitarian brand values.
Can fine dining exist at 30,000 feet up? Is it possible to shift the perception away from “airplane food” to “a restaurant that happens to exist in the sky?”
We partnered with our award-winning chef, Brad Farmerie of Saxon + Parole, and his team to create a vibrant and inspiring menu for JetBlue. Our approach was to redefine the in-flight dining experience, in terms of both menu options and access, to create food that customers would actually be excited to eat if on the ground.
The reputation of airline food has been notoriously bad and only getting worse; studies have shown that noise, low pressure, dry air, and plastic cutlery are also partly to blame. Recognizing these challenges, Brand Bureau enlisted a team of award-winning chefs and operations experts who researched, developed, and tested more than 100 menu ideas, running them through pressurized chambers, rigorous development phases, and quality assurance controls.
The result was a meticulously selected menu of sophisticated and eclectic dishes — think kale cobb salad, parsnip mousse, pickled beets, and pan-seared sea bass — which taste just as good on the Bowery as they do 30,000 feet above Boston.
The partnership with JetBlue challenged preconceptions and pushed logistical boundaries. With more than 7 billion press hits within the first few weeks of launching, JetBlue’s partnership with Saxon + Parole raised the bar for food and beverage standards in the skies with, according to the Observer, “the best airplane food since the Concorde. Maybe even better.”