Alaska Airlines launches new era of inflight dining with Chef's (tray) Table - a First Class experience

Rhea-AI Summary

Alaska Airlines (ALK) is elevating its First Class dining experience with the launch of Chef's (tray) Table, featuring rotating menus by acclaimed West Coast chefs. The program debuts with James Beard award-winning Chef Brady Ishiwata Williams from Seattle's Tomo restaurant, following a successful collaboration with San Francisco's Chef Brandon Jew. The new menu, available exclusively in First Class on select East Coast routes from Seattle starting June 5, includes signature dishes like Mochi Waffle & Fried Chicken for breakfast and Klingemann Farms Glazed Short Rib for dinner. Alaska Airlines also expanded its Main Cabin offerings with a new plant-based grain bowl and continues to offer more inflight dining choices than any other U.S. carrier through its pre-order program.

Positive

• Partnership with prestigious James Beard award-winning chefs enhances brand value and customer experience
• Expansion of premium dining options on key transcontinental routes could drive higher-margin First Class bookings
• Industry-leading pre-order program and diverse menu options differentiate from competitors
• Strategic focus on West Coast culinary culture strengthens regional market position

Negative

• Limited availability of new menu items to specific routes and First Class only
• Higher food costs associated with premium ingredients and chef partnerships could impact margins

Insights

Airline Industry Analyst

Alaska Airlines' premium dining initiative strengthens its competitive positioning in the high-margin first-class segment, potentially boosting ancillary revenue.

Alaska Airlines' new Chef's (tray) Table initiative represents a strategic enhancement of its premium service offering, specifically targeting the high-margin first-class segment. By partnering with acclaimed chefs like Brady Ishiwata Williams and Brandon Jew, Alaska is differentiating its premium cabin experience in an increasingly competitive landscape.

This culinary program is particularly noteworthy as it builds upon a successful pilot with Chef Jew that generated "overwhelmingly positive" customer response, suggesting the airline has identified a service enhancement that resonates with its premium passengers. The expansion to multiple chef partnerships indicates Alaska has found a viable strategy to enhance perceived value.

From a competitive standpoint, this initiative aligns with Alaska's broader strategy of positioning itself as a premium West Coast carrier. By featuring regionally-sourced ingredients and culturally diverse menu options, the airline is strengthening its brand identity while potentially commanding higher yields in key transcontinental markets like Seattle to JFK/Newark/DCA - routes that typically generate stronger revenue per available seat mile.

Alaska continues to demonstrate product innovation beyond first class as well, with new plant-based options for main cabin and an industry-leading pre-order program that both improves customer satisfaction and reduces food waste. This comprehensive approach to onboard dining allows Alaska to differentiate across all cabin classes while optimizing its catering operations.

While premium dining enhancements alone won't dramatically shift Alaska's financial performance, they represent an important component of the carrier's strategy to maintain pricing power in premium cabins and strengthen brand loyalty among higher-yield passengers, particularly on competitive transcontinental routes where passenger experience can be a deciding factor.

We're transforming your tray table into a chef's table through exclusive partnerships with top culinary talent from across the West Coast

SEATTLE, May 28, 2025 /PRNewswire/ -- Alaska Airlines is further elevating inflight dining with the launch of its newest culinary initiative, Chef's (tray) Table, a First Class dining program designed by celebrated chefs up and down the West Coast. The program debuts with a thoughtfully crafted menu by Chef Brady Ishiwata Williams, the James Beard award-winning talent behind Seattle's renowned Tomo restaurant.

Alaska Airlines' new Chef's (tray) Table program was born from the overwhelming success of its collaboration with San Francisco's Chef Brandon Jew that launched last year. What began as a single partnership to elevate the onboard dining experience made it clear: guests are hungry for meals that reflect the West Coast's rich, diverse culinary culture. That success laid the groundwork for an expanded, rotating chef series featuring menus that change seasonally and spotlight regional talent. As a natural next step, Chef Jew is now part of the official Chef's (tray) Table program, which will grow into a lineup of top chefs whose signature styles and culinary stories are thoughtfully woven into the inflight experience.

"Chef Williams and Chef Jew work tirelessly at their craft and remain deeply rooted in their communities, no matter how successful they become," said Todd Traynor-Corey, vice president of guest experiences at Alaska Airlines. "They embody Alaska's values of giving back, creating thoughtfully curated meals with high-quality ingredients and providing memorable guest experiences — making this a perfect partnership."

Chef Brady's Seattle restaurant, Tomo, is named in honor of his grandmother, Tomoko Ishiwata Bristol, whose cooking deeply influenced his culinary journey. A self-taught chef, Brady got his start in his grandparent's diner before rising through the ranks to become executive sous chef at a Michelin-rated restaurant in Brooklyn, and later, executive chef at Seattle's iconic Canlis where he earned a James Beard Award for Best Chef. He opened Tomo in 2021 to much anticipation in the vibrant, diverse neighborhood of White Center, aiming to offer the community a rich culinary experience that reflects his Japanese American heritage and creativity.

"Every dish and ingredient carries a story, and I'm incredibly proud to partner with an airline that champions local business owners like me to bring elevated and culturally rooted cuisine to the skies," said Chef Brady Ishiwata Williams. "This collaboration has shown me how deeply Alaska cares about every detail — from carefully selecting its partners to food sourcing — and how committed they are to transforming your tray table into the chef's table. These are dishes I make in the kitchen, and thanks to Alaska, I now get to share them with guests in the sky."

"We know that food connects people to the world, different cultures and a sense of place. The Chef's (tray) Table brings that connection to life onboard, before our guests even reach their destinations," said Traynor-Corey. "We're thrilled to kick off our next culinary chapter with Chef Brady, who brings the flavors of the Pacific Northwest and his Japanese American heritage to the skies in a way that's both innovative and delicious."

Chef Brady's inaugural dishes – available exclusively in First Class between Seattle and John F. Kennedy International Airport, Newark Liberty International Airport and Ronald Reagan Washington National – will highlight seasonal ingredients sourced from the Pacific Northwest.

For breakfast, guests can enjoy the new Mochi Waffle & Fried Chicken — a crispy tempura-fried chicken served on a chewy mochi waffle, topped with apple miso butter and tamari-maple syrup. Dinner highlights include the Klingemann Farms Glazed Short Rib -- a tender cut sourced from a sustainable Washington farm, glazed with serrano jaew sauce and paired with stir-fried rice cakes.

Preorders begin today. The exclusive menu launches in First Class on June 5.

No matter where our guests sit, Alaska delivers a premium dining experience with a variety of chef-curated cuisine. That includes our Main Cabin.

Last month, Alaska unveiled Chef Jew's new spring menu and expanded his Cantonese-inspired First Class dishes to more East Coast routes from San Francisco, building on a successful partnership that launched last year to an overwhelmingly positive response from guests.

Alaska also recently unveiled its newest 100% plant-based and gluten-free The Best Laid Plants grain bowl for Main Cabin guests on most flights over 1,100* miles. Created in collaboration with the culinary team at Seattle-based Evergreens™ — The Best Laid Plants grain bowl features Chimichurri Tofu, avocado, quinoa, and a side of Mango Habanero Dressing.  

Fueled by Alaska's industry leading pre-order program, the airline continues to offer more inflight dining choices than any other U.S. carrier. Guests can now choose from up to five chef-curated dishes, including at least one hot meal option on flights over 1,100* miles. In addition to Alaska's freshly prepared selections—like the guest-favorite Signature Fruit & Cheese Platter—fresh meals are available exclusively through pre-order purchase.

For Alaska's spring menu available in First Class, Premium Class and Main Cabin, click here.

Full Chef Brady Ishiwata Williams First Class Menu:

Route	Time	Description
SEA to EWR/JFK EWR/JFK to SEA SEA to DCA DCA to SEA	Departures 5-9:59 a.m.	Breakfast: Mochi Waffle & Fried Chicken: rice flour bubble waffle topped with crispy tempura fried chicken. Served with an apple miso butter and a tamari-maple syrup.
SEA to DCA/EWR/JFK	Departures 10 a.m. - 11:59 p.m.	Dinner: Klingemann Farms Glazed Short Rib: Klingemann Farms Short Rib, from Central Washington, glazed with a balanced serrano jaew sauce. Complemented with soy and Shaoxing Wine stir-fried rice cakes, spinach, & hon-shimeji mushrooms and steamed baby bok choy. Served with tangy pickles and radishes.
DCA/EWR/JFK to SEA	Departures 10 a.m. - 10:59 p.m.	Dinner:  Buckwheat Soba with Ahi-tuna Tataki: buckwheat soba noodles in a cold ponzu broth, served chilled and topped with edamame, scallions, pickled seaweed, tofu, cucumber and shiso leaf. Seared ahi-tuna tataki served on the side with a spicy chili crisp.

*Certain meal options may not be available on some flights, including redeye flights or where catering is not available

For our media kit, including downloadable images, click here.

About Alaska Air Group
Alaska Airlines, Hawaiian Airlines and Horizon Air are subsidiaries of Alaska Air Group, with McGee Air Services a subsidiary of Alaska Airlines. With hubs in Seattle, Honolulu, Portland, Anchorage, Los Angeles, San Diego and San Francisco, we deliver remarkable care as we fly our guests to more than 140 destinations throughout North America, Latin America, Asia and the Pacific. Alaska is a member of the oneworld Alliance with Hawaiian scheduled to join in 2026. With oneworld and our additional global partners, guests can earn and redeem miles for travel to over 1,000 worldwide destinations. Guests can book travel at alaskaair.com and hawaiianairlines.com. Learn more about what's happening at Alaska and Hawaiian. Alaska Air Group is traded on the New York Stock Exchange (NYSE) as "ALK."

 

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SOURCE Alaska Airlines

FAQ

What is Alaska Airlines' new Chef's (tray) Table program?

Chef's (tray) Table is Alaska Airlines' new First Class dining program featuring rotating menus created by celebrated West Coast chefs, launching with James Beard award-winner Chef Brady Ishiwata Williams from Seattle's Tomo restaurant.

Which routes will offer ALK's new Chef Brady Williams menu items?

The menu will be available exclusively in First Class on flights between Seattle and JFK, Newark Liberty, and Ronald Reagan Washington National airports starting June 5, 2025.

What new dishes are being introduced in Alaska Airlines' First Class menu?

Key dishes include Mochi Waffle & Fried Chicken for breakfast and Klingemann Farms Glazed Short Rib for dinner, featuring ingredients sourced from the Pacific Northwest.

How is Alaska Airlines improving its Main Cabin dining options?

Alaska Airlines introduced a new 100% plant-based and gluten-free grain bowl called The Best Laid Plants, and offers up to five chef-curated dishes including hot meal options on flights over 1,100 miles.

When can passengers start ordering Alaska Airlines' new menu items?

Preorders for the new Chef's (tray) Table menu begin May 28, 2025, with service launching in First Class on June 5, 2025.