Wheels Up Elevates In-Flight Dining with AtYourJet
Rhea-AI Summary
Wheels Up (NYSE: UP) announced a strategic partnership with AtYourJet and Chef Robert Irvine on Oct 22, 2025 to upgrade in-flight dining for members. The program offers a nationwide Complimentary Menu for Wheels Up Signature Members and a rotating Premium A La Carte Menu launching initially in 10 markets: Boston, New York/New Jersey, Atlanta, Charleston, Palm Beach, Miami, Dallas, Los Angeles, San Diego, and Phoenix.
The collaboration pairs AtYourJet's digital ordering platform and company-operated kitchens with Chef Irvine's curated cuisine. Wheels Up Signature Memberships require a $200,000 minimum deposit plus a small monthly fee and include the partnered catering menus and access to Wheels Down events and experiences.
Positive
- $200,000 Signature membership deposit establishes premium pricing
- Premium A La Carte menu launches in 10 key markets initially
- AtYourJet digital ordering and kitchens enable consistent nationwide service
Negative
- Premium menu availability limited to 10 markets at launch
- $200,000 deposit presents a high cost barrier for potential members
News Market Reaction 15 Alerts
On the day this news was published, UP declined 3.97%, reflecting a moderate negative market reaction. Argus tracked a trough of -3.5% from its starting point during tracking. Our momentum scanner triggered 15 alerts that day, indicating notable trading interest and price volatility. This price movement removed approximately $47M from the company's valuation, bringing the market cap to $1.15B at that time.
Data tracked by StockTitan Argus on the day of publication.
The partnership introduces a digital ordering platform and chef-curated menus, enhancing the premium onboard experience for Wheels Up Signature Members
The new dining program launches alongside the Wheels Up Signature Membership, which guarantees nationwide access to the brand's premium fleet year-round. Customers will have access to two menu tiers. The Complimentary Menu will be available nationwide and feature fresh, classic favorites. The Premium A La Carte Menu will rotate seasonally and be available initially in ten key markets:
A longtime Wheels Up member and ambassador, Chef Irvine brings his culinary expertise and passion for hospitality to the skies in a natural extension of his craft. Combined with AtYourJet's innovative digital ordering platform and its large network of company operated kitchens that enable consistency and quality control in key markets, this collaboration unites three disruptive forces in private aviation to provide seamless ordering and elevated cuisine across every aircraft, departure point, and destination. Chef
"Exceptional in-flight dining should never be an afterthought," said George Mattson, CEO of Wheels Up. "AtYourJet's innovative approach, paired with Chef Irvine's culinary expertise and expansive kitchen network, makes catering a true differentiator for Wheels Up and elevates the flight experience for Signature Members and all our fliers."
The new Wheels Up Signature Membership embodies the best of private aviation while offering unmatched flexibility. Members can access the right aircraft for any mission, with plan options starting at a
"We are proud to partner with Wheels Up, as we have a shared ethos around disrupting the norms of private aviation. The customer experience must be considered holistically, and in-flight foodservice has long been a consumer pain point that doesn't live up to the luxury standards of private aviation. Working closely with our team, Chef Irvine is helping to fundamentally reimagine what in-flight foodservice can and should be, and we are excited to help enhance the overall experience of private flyers and deliver meaningful value," said David Henninger, President and Co-Founder of AtYourJet.
Founded in 2022, AtYourJet is redefining private jet catering with a focus on high-quality, locally sourced meals crafted specifically for the skies. Its intuitive digital platform lets travelers browse menus with full price transparency, make adjustments, track orders, and handle payments seamlessly – bringing restaurant-level service directly to their flight.
About Wheels Up
Wheels Up is a leading provider of on-demand private aviation in the
About AtYourJet
AtYourJet exists to improve the private jet travel experience with a long anticipated better catering service. We will disrupt the status quo by delivering better value through lower pricing, incredible local chefs, upgraded quality, improved service, and delivery with great distinction. Importantly, we have launched the first, best, and only digital ordering platform to provide simplicity, accuracy, and transparency to the ordering process for private jet catering.
And finally, we have partnered with Chef Robert Irvine and team to provide the inspiration and leadership in making private jet catering worthy of private jet travel. Ultimately, our goal is to elevate the travel experience for passengers. For more information, visit www.atyourjet.com. On-line orders can be placed at https://portal.tripleseat.com/direct_bookings/yrf2rjdsxev4.
Media:
press@wheelsup.com
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SOURCE Wheels Up
FAQ
What did Wheels Up announce on Oct 22, 2025 regarding in-flight dining for UP members?
Which markets will the Wheels Up Premium A La Carte menu be available in initially for UP?
How much is the minimum deposit for a Wheels Up Signature Membership (UP) that includes the new catering?
Will Wheels Up Signature Members (UP) pay for the AtYourJet meals?
How does AtYourJet support Wheels Up's (UP) catering consistency across markets?
Does the new Wheels Up dining program include philanthropic elements tied to Chef Robert Irvine?
