Cathay Pacific elevates dining experience with Cathay Dining rebrand

Cathay Pacific has rebranded its catering business as "Cathay Dining", exemplifying Cathay’s commitment to delivering unparalleled service to its customers.

For nearly six decades, the subsidiary formerly known as Cathay Pacific Catering Services (CPCS) has been providing inflight and catering cuisine solutions to customers in Hong Kong and around the world.

The rebranding reaffirms Cathay's mission to provide high quality catering solutions for Cathay Pacific, while also enhancing their commitment to dining partnerships and restaurant recommendations for Cathay members.

Cathay Dining has two key lines of business, providing inflight dining solutions to Cathay Pacific and other major airlines flying to and from Hong Kong, as well as providing catering services to businesses outside of the aviation industry. Cathay Dining operates the principal aviation catering business in Hong Kong, according to the release.

Alex McGowan, Cathay chief operations and service delivery officer, and Cathay Dining chair, said: “We have invested heavily over the years to transform Cathay Dining into a world-class provider of dining solutions and experiences. The new brand reflects this and underlines the important role that dining plays in helping Cathay achieve its vision of becoming one of the world’s greatest service brands.”

Agatha Lee, Cathay Dining chief executive officer, said: “At Cathay Dining, we are committed to quality food and solutions. From our inflight cuisine to bespoke catering services, we take great care and pride in designing carefully crafted dining experiences that are enjoyed by customers travelling around the globe.”

MARKETING-INTERACTIVE has reached out to Cathay Pacific for more information.

The rebrand to Cathay Dining follows the group’s global rebrand to Cathay in September 2023. The Cathay Dining brand will begin to roll out across customer-facing channels starting this month.

Don’t miss: Cathay Pacific celebrates the launch of global 'Cathay' brand with new campaign

Back in September 2023, the airline company unveiled a new global campaign "Feels Good To Move" in celebration of the launch of its new premium travel lifestyle brand "Cathay", simplifying the interactions between the airline and its customers. 

The "Cathay" brand represents the company's evolution into a premium travel lifestyle brand consisting of a host of complementary categories – flights, holidays, shopping, dining, wellness and payment. Available globally, "Cathay" will now be the company's master brand while Cathay Pacific remains the brand of its airline, said the release. 

"Cathay" has invited people to capture big and small #FeelsGoodToMove moments in Hong Kong. The most beautiful moments will be broadcast on the streets of Hong Kong and across Cathay’s social channels.

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