Qantas Frequent Flyer Launches Premium Food and Wine Community "epiQure"

[oz_mark]

Media release at: About Qantas - Media Room - Media Releases

Exclusive access to award-winning wine, invitation to dinners with globally renowned chefs, and new points-earning opportunities. These are just a few of the benefits that will be available to members of a premium new wine and food community launched today for Qantas Frequent Flyers.

epiQure is a Frequent Flyer member-only on-line community available to all 7.8 million members to discover the Qantas cellar's diverse collection of wine, dine with globally renowned chefs

 

[TonyHancock]

re: Qantas Frequent Flyer Launches Premium Food and Wine Community "epiQure"

mmmm DJ have given QF a bit of a spanking this week on news front.

I know there will be plenty who see this as a positive move, but as an unsophisticated yob it's not for me.

 

[connieguy]

re: Qantas Frequent Flyer Launches Premium Food and Wine Community "epiQure"

Media release at: About Qantas - Media Room - Media Releases

Sounds like another "Pass the Buttered PopCorn" event as we wait for the next DJ announcement / card to hit the Poker table.

 

[TonyHancock]

re: Qantas Frequent Flyer Launches Premium Food and Wine Community "epiQure"

Sounds like another "Pass the Buttered PopCorn" event as we wait for the next DJ announcement / card to hit the Poker table.

I'm eagerly awaiting DJ's response, indeed what is a suitable response to "QF announce posh dinners online for Frequent flyers."? I suspect DJ will counter with something small like "DJ to join *A" or "DJ announce ATA for Platinum FF's".

 

[connieguy]

re: Qantas Frequent Flyer Launches Premium Food and Wine Community "epiQure"

I'm eagerly awaiting DJ's response, indeed what is a suitable response to "QF announce posh dinners online for Frequent flyers."? I suspect DJ will counter with something small like "DJ to join *A" or "DJ announce ATA for Platinum FF's".

Yup just another Bold and Beautiful day in FF land. I sure trust all this hot buttered popcorn will not make me fat? :shock:

 

[simongr]

re: Qantas Frequent Flyer Launches Premium Food and Wine Community "epiQure"

I am really interested in this but there are two words used in this article that seem at odds - my bolding:

Exclusive access to award-winning wine, invitation to dinners with globally renowned chefs, and new points-earning opportunities. These are just a few of the benefits that will be available to members of a premium new wine and food community launched today for Qantas Frequent Flyers.

epiQure is a Frequent Flyer member-only on-line community available to all 7.8 million members to discover the Qantas cellar's diverse collection of wine, dine with globally renowned chefs

Exclusive access for 8Million people?

 

[simongr]

re: Qantas Frequent Flyer Launches Premium Food and Wine Community "epiQure"

Oh - ok it will be exclusive access due to the FEE to JOIN...

To join epiQure, members can pay $99 or 13,000 points and receive a welcome gift valued at $130, three points per dollar on cash purchases of wine and event tickets, 2,000 bonus points after purchasing their first case and access to all the exclusive events and online community.

I wonder if this will be free for WP1 or WP?

Note the website requires authentication but as it hasnt been launched formally yet it just cr4ps itself.

 

[Mal]

Will they sell sparkling wine and market it as champagne?

Sounds nice. I'm not the target market tho.

---
Posted from a non-Apple device.

 

[connieguy]

re: Qantas Frequent Flyer Launches Premium Food and Wine Community "epiQure"

Will they sell sparkling wine and market it as champagne?

Sounds nice. I'm not the target market tho.

Maybe the next card on the QF/DJ Poker Table will be a new FF club for those who would like to have a go in one of the QF flight simulators? Now that is something I will be interested in doing.

 

[Taezar]

re: Qantas Frequent Flyer Launches Premium Food and Wine Community "epiQure"

Anyone able to get into this site yet? www.epiQure.com.au
I try and it is asking for a username and password - which I don't have cause I haven't been to the site before...
Taez

 

[simongr]

re: Qantas Frequent Flyer Launches Premium Food and Wine Community "epiQure"

I assume that there will be a email launch this month as the inaugural event is in July:

Qantas CEO Alan Joyce and Neil Perry will host the inaugural epiQure showcase event at Rockpool Bar and Grill in Sydney and Melbourne in July.

 

[Taezar]

re: Qantas Frequent Flyer Launches Premium Food and Wine Community "epiQure"

But I am about to go on lunch and want to look at the site now!
/stamps foot

 

[djfuzz]

re: Qantas Frequent Flyer Launches Premium Food and Wine Community "epiQure"

Feels like they're overextending to the detriment of their core business. I thought their international business was in dire need of attention?

 

[samh004]

re: Qantas Frequent Flyer Launches Premium Food and Wine Community "epiQure"

Is the $130 gift worth it?

 

[oz_mark]

re: Qantas Frequent Flyer Launches Premium Food and Wine Community "epiQure"

Is the $130 gift worth it?

I guess it depends on what the gift is!

 

[The Rok]

re: Qantas Frequent Flyer Launches Premium Food and Wine Community "epiQure"

I sometimes wonder if QF has forgotten that they are an airline, and flying planes, improving, expanding and concentrating on the flying aspect of their business would be far more beneficial to their customers than food & wine thingys.....

 

[simongr]

re: Qantas Frequent Flyer Launches Premium Food and Wine Community "epiQure"

I guess it is all part of a strategy to make people feel more part of the airline. They endeavour to extend the Qantas experience both outwardly from the flight to the bottle of wine you drink at home and then back in from the food experience you have through epiQure then conecint you with your next trip.

A lot of companies are trying to tie you into their "ecosystem" so that you don't treat their product as a commodity.

 

[connieguy]

re: Qantas Frequent Flyer Launches Premium Food and Wine Community "epiQure"

I sometimes wonder if QF has forgotten that they are an airline, and flying planes, improving, expanding and concentrating on the flying aspect of their business would be far more beneficial to their customers than food & wine thingys.....

It is all about Focus my friend. This is not about food and wine. It is about a high stakes Poker Game with DJ where DJ is trying to entice QF FF away from QF and into DJ planes.

So instead of QF delivering the priority boarding they claim to deliver, they focus on delivering more food and wine. Just a bit of slight of hand magic so you look at what they want you to look at and not at what they do not want you to look at.

I suspect that as QF tries to shift the FF Focus onto epiQure, a lot of pi$$ed off FFs will shift camp or at least have a 2 way bet and a stake in each camp. Either way QF will lose FFs buying their main line product.

I also suspect that as DJ has now hauled out the dual boarding signs, QF/AJ will not follow the DJ lead as then they will be seen to be a follower. QF/AJ get over it and Focus on what your FF are asking for NOW. Deliver what you claim to deliver before dishing up fancy food and wine to try to make more money from.

Remember the old tale of the Dutch boy with his finger in the hole in the cough / levy wall? Maybe time to mend a few holes in the FF system before building a new dining and drinking facility. Or is epiQure the new Restaurant at the End of the Universe?

 

[Mal]

re: Qantas Frequent Flyer Launches Premium Food and Wine Community "epiQure"

I guess it depends on what the gift is!

Probably a set of glasses or a cheese knife&board or something of the sort. $130 (Retail) equals about $60 wholesale.

People can sign up now if they want. Was exploring the site before (but didn't join!)

 

[MatF]

re: Qantas Frequent Flyer Launches Premium Food and Wine Community "epiQure"

Where can I order bulk NPPP's?

Actually, it doesn't interest me at all. It all seems a bit pretentious to me - I'm clearly not the target demographic. I'm still firmly in the "give me back my (NNP) party pies in the QP" camp.

In fact, the "Community" section makes it sound like a cult of some kind:
"Connect with like-minded people. Browse the forums and be inspired by other members."

:shock: