Chef Matt Farrell discusses AMI Group’s Culinary Design solution for elevated inflight dining
This is a special feature from the March 2025 Special Meals/Pre-WTCE digital issue of PAX International, on page 10.
Salmon Vercacruz by AMI Group
In the competitive world of airline hospitality, F&B represents an opportunity to enhance the passenger experience and reinforce an airline’s brand identity.
Recognizing this, AMI Group has introduced its Culinary Design solution, a flexible and innovative approach that goes beyond the traditional model of onboard dining. Designed to integrate seamlessly with each airline’s service philosophy, AMI’s Culinary Design solution delivers tailored, high-quality menu experiences without forcing airlines into rigid supplier contracts or unnecessary costs.
At the heart of AMI Group’s Culinary Design solution is a belief that airline dining should be an extension of an airline’s brand and service footprint. No two airlines are alike, and AMI ensures that each menu reflects the airline’s identity, passenger demographics and service expectations.
Key to this approach is AMI’s team of six professionally trained chefs, whose expertise spans Michelin-starred restaurants, airline catering and large-scale food manufacturing. This depth of knowledge ensures that every dish is designed with the unique challenges of airline service in mind, maintaining flavour, texture and presentation at 35,000 feet.
“Whether it is a legacy carrier with a long-standing premium reputation or a disruptor airline with a modern, casual vibe, we craft menus that align with that DNA—no generic solutions, no cookie-cutter designs,” says Chef Matt Farrell, Vice President, Culinary Innovation and Development, AMI Group.
“Our goal is to help airlines transform onboard dining into a signature part of the passenger experience, making every meal feel intentional, enjoyable and memorable,” he explains.
Chef
Matt Farrell, Vice President, Culinary Innovation and Development, AMI Group
Importance of strategic pairings
Beyond food, AMI’s Culinary Design solution incorporates beverage pairings that complement meal selections while reinforcing the airline’s service philosophy. With an industry-leading portfolio of wine and beverage partners and four sommeliers on staff, AMI integrates culinary and beverage design into a cohesive offering, ensuring that pairings enhance both taste and brand perception.
Additionally, AMI collaborates with innovative brands to create strategic brand partnerships that elevate the passenger experience. These partnerships not only enhance menu offerings but also drive passenger satisfaction and social media engagement, further solidifying an airline’s reputation for quality and innovation.
"For years, we’ve recognized the value that a neutral partner can bring to airlines in menu design,” says Matt Chambers, Director Key Accounts, AMI Group. “Our approach offers a fresh perspective the industry has long been seeking, and the early success we've seen is proof that our methods are working.”
Recently, United Airlines partnered with AMI to develop new signature hub dishes for its Domestic First service.
Stephen Parkerson, Senior Manager, Menu Planning at United Airlines, says, “Based on a foundational brief, [AMI’s] team took the lead—integrating valuable trend insights, leveraging United’s passenger and menu data, and working closely with our food and beverage team to craft entrees that authentically represent the communities we serve. The result? Thoughtfully curated dishes that not only meet our passengers’ expectations but exceed them.”
He continues, “As United works to refine our onboard offerings with a fresh perspective—focusing on simplicity, authenticity and a touch of luxury—we are continuously seeking innovative partners who share our vision of delivering exceptional dining experiences to our passengers.”
AMI’s Culinary Design solution incorporates beverage pairings that complement meal selections
Execution that bridges design and delivery
AMI understands the complexities of large-scale airline catering and works closely with airline partners and all supply chain partners to ensure that innovative menu ideas can be implemented within the airline catering ecosystem.
This includes collaborating with all stakeholders to ensure meals can be prepared efficiently in high-volume, high-speed environments; streamlining ingredient sourcing to minimize logistical challenges and ensure consistent supply chains; and optimizing preparation methods to maintain quality and consistency across all flights.
By addressing the operational reality AMI allows airlines to introduce fresh, engaging menus without encountering unnecessary complications or disruptions to service, Farrell explains, adding that “creativity is nothing without execution.”
But, he says, AMI’s Culinary Design solution is not just about aesthetics and taste; it is also about delivering value.
AMI specializes in designing meals that offer value while optimizing costs by balancing premium ingredients with cost-effective solutions to maintain both quality and budget; minimizing waste through strategic menu planning, which benefits both airline finances and sustainability goals; and ensuring seamless integration with existing service models, so that new offerings enhance rather than disrupt operational workflows.
“We ensure that every ingredient and plating decision enhance both the passenger experience and the airline’s bottom line,” Farrell explains.
“While new to the menu design space, AMI’s commitment to excellence, attention to detail, and deep culinary knowledge have quickly positioned them as an emerging leader in airline menu innovation. The ability to blend creativity with data-driven decision-making makes AMI a formidable force in shaping the future of inflight dining,” adds Parkerson.
A fresh take, no complexity
The airline industry is evolving, and so are passenger expectations. Travellers today seek dining experiences that reflect modern culinary trends, align with dietary preferences and provide a sense of authenticity and enjoyment. AMI’s approach addresses these demands by developing comprehensive culinary strategies that consider everything from branding and service style to sustainability and innovation.
“AMI is rethinking what onboard dining can be—relevant and engaging culinary design. We bring a fresh, forward-thinking approach to every menu we create, ensuring that airlines can offer meals that feel modern, thoughtful and in sync with the brand,” Farrell says.
For airlines looking to refresh, AMI offers more than just meal solutions—it provides a roadmap to a smarter, more relevant onboard experience. The company’s Culinary Design solution represents a departure from the one-size-fits-all model of menu design and instead delivers dynamic, brand-aligned and thoughtfully executed meal programs.
