Eurostar Partners with Rising Culinary Stars to Redesign Its Menus

Starting on November 4, 2024, Eurostar will unveil a new Premier class menu, crafted by renowned chefs Jessica Préalpato and Jeremy Chan, both celebrated for their innovative approach to gastronomy.

In brief
Eurostar has missioned Jessica Préalpato, the famed French pastry chef, and Jeremy Chan, the British chef of the Michelin-starred Ikoyi in London, to reimagine its Premier class menus. The new offering will include four dishes, featuring appetizers such as curry-flavored cauliflower mousseline, along with vegetarian options made from fresh, local, and seasonal ingredients. This shift aligns with Eurostar’s merger with Thalys, aiming to create a unified and exceptional culinary experience across all Eurostar routes. Additionally, Eurostar continues its sustainability efforts by eliminating plastic water bottles, opting instead for recyclable or glass cups. 

Analysis & Insights
• Innovative culinary strategy: Eurostar’s collaboration with Jessica Préalpato and Jeremy Chan reflects a clear intention to reinvent its menu by partnering with legitimate figures in the culinary world. This move highlights a growing trend of working with emerging global chefs to elevate the premium travel experience. 
• Strategic brand repositioning: By teaming up with Michelin-starred chefs, Eurostar is strengthening its brand image while tapping into emerging talent to appeal to a demanding clientele. This initiative demonstrates Eurostar’s commitment to offering a standout experience, especially in the face of competition from airlines on cross-Channel routes. 
• Merging luxury with eco-responsibility: The emphasis on locally sourced, seasonal ingredients aligns with the global shift in the transport and hospitality sectors toward more ethical dining practices. It also reflects a growing demand from premium consumers who seek eco-conscious options without compromising on a luxury experience. 

Business Opportunity
For chefs, collaborations like Eurostar's offer a chance to step beyond the traditional restaurant environment and showcase their expertise on a broader platform. Partnering with a brand like Eurostar allows them to diversify their project portfolio while reaching an international audience. However, it’s essential to recognize that these partnerships also tie into their personal brand. A poorly executed menu or a negative reception could potentially affect their reputation. 

Alice P