From ceviche to bechamel: How Brazil's smallest airline competes

Avianca Brasil is betting the gastronomical delights of Thomas Troisgros, the Brazilian-French chef of Michelin-starred Olympe in Rio de Janeiro, will woo wealthy Brazilians. The Sao Paulo-based airline is the last of the Brazil-based companies to start flying to New York, entering an already crowded market. Comfortable seats and state-of-the-art entertainment systems aren’t enough anymore as carriers fiercely compete to seduce the lucrative business-class travellers. Airline food, infamous for its often dubious look, feel and consistency, seemed like an easy way to stand out. "On long flights, what you remember is the food," Avianca Brasil’s CEO Frederico Pedreira said. Specialties from Troisgros, whose Olympe is a constant fixture on the world’s best restaurant lists, are now available on Avianca’s international flights. The airline started its daily nonstop flight from Sao Paulo to New York in December bringing its total international destinations to four, including Miami, Bogota and Santiago. But a Michelin-style dining experience doesn’t come easy, especially when prepared within the confines of an airplane kitchen. Initial customer feedback has been “great,” Pedreira said. Whether the food can help Avianca Brasil grab market share is another question. “A flight from point A to point B is very generic, and if an airline doesn’t try to differentiate itself from others, it may lose market share,” Foley said. “If gimmicks work, why not?”<br/>