Alpha Flight Services to be rebranded dnata catering
15-Jan-2018 The rebrand follows dnata's acquisition of Alpha Flight Group in 2010 and allows the Australia market to better leverage dnata's global reach and positive reputation.
Monday, January 15, 2018 — dnata today commenced the rebrand of its Australia flight catering business, Alpha Flight Services, to dnata catering. The decision to rebrand to dnata catering is in line with dnata’s strategy of bringing all its global businesses under the ‘One dnata’ umbrella where possible.
Alpha’s 11-unit operation in Australia employs over 1,700 people, and leads the market in providing onboard meals and retail services to 39 airline customers.
“The Alpha Flight Group was acquired by us in 2010 and Alpha in Australia is the last location outside the UAE and the UK to be rebranded to dnata,” said Robin Padgett, Divisional Senior Vice President, Catering.
“Bringing our global brands under the dnata name allows us to better leverage the strengths and synergies that come with being a group.
“We can capitalise on the reputation we’ve built up elsewhere, as dnata, to grow in new markets and to better engage our employees, customers and others in the dnata way,” he added.
The project, which will last three to six months, includes uniforms, vehicles, buildings and documentation. Roles, positions and employment contracts are not impacted.
dnata's catering division operates from 63 global locations under the dnata, Alpha Flight Services, En Route, Alpha LSG SkyChefs (JV) and dnata Newrest (JV) brands.