UA To Open Secret, Invitation-Only Restaurant At EWR
Bruce Parkinson, Open Jaw
The very rich love exclusivity. It singles them out from the masses. That’s why nearly every luxury travel press release features the word ‘exclusive,’ – usually several times – as well as other entitled adjectives like ‘bespoke,’ ‘luxe’ and ‘upscale’
In luxury travel this desire to stand out (yet be removed from riff raff) manifests itself in things like private suites in first-class aircraft cabins and the new VIP terminal at LAX.
And now, Travel+Leisure reports, an exclusive(!) group of travellers flying into or out of the Big Apple can dine at a private, invitation-only restaurant.
United Airlines is opening CLASSIFIED at Newark Liberty International Airport this week. The restaurant features a “menu that’s inspired by upscale American cuisine with seasonal ingredients and tableside service,” according to an email sent to select UA customers. (Not us, probably not you.)
Other details are scant. T+L says there are only 36 seats and reservations are required. Pax will only be given directions to the restaurant’s secret location after booking a table.
Frequent fliers, however, have deduced that the restaurant is located behind the Chef Alain Ducasse-helmed Saison restaurant, in EWR’s Terminal C.
Unsurprisingly, a meal at CLASSIFIED won’t be cheap (If you have to ask…). Entrees range from $29 to $45 and, according to the menu, there’s also a 42-ounce tomahawk ribeye steak available for $98. Hell, you could beat up an Antifa protestor with a steak that big.
From leaked photos, it appears that customers order their meals via iPad. Although an unconventional choice for a ‘high-end’ restaurant, the digital ordering process could prove to be a positive for diners who must dash to catch a flight.
UA’s frequent fliers can check online to see whether or not they have been granted access to the restaurant. It’s not yet clear what exactly will qualify a passenger for a meal at CLASSIFIED.