Willy O. Rossel

Willy Otto Rossel (April 4, 1921 – September 14, 2015) was a Chef de Cuisine or Executive Chef most noted for his extensive work in the preparation of gourmet airline cuisine. In 1965, he was hired by the Dallas-based Braniff Airways, Inc., to administer the airline's commitment to providing its passengers with the finest food aloft. Also in 1965, Braniff had begun implementing its End of the Plain Plane Campaign, which called for a change in the way the airline presented itself to the public. This campaign not only included a change in the company's look but an upgrade of its inflight cuisine to gourmet status.

Early life and education Willy Rossel was born in Tramelan, Switzerland, and had descended from a famous poet who was a statesman named Virgil Rossel. Rossel was one of five brothers and his father, Otto Rossel, was well known watchmaker and collector of pocket watches. During World War II, Rossel served as a private in the Swiss Army and as a cook.

Culinary Olympics United States Team Captain In 1964, Rossel acted as Captain of the United States team of chefs who took part in and won the International Culinary Olympics held in Frankfurt, Germany. His US team was awarded 7 gold medals. Rossel took another team to the 1980 International Culinary Olympics, repeating a success that American chefs seldom achieve.

Braniff Airways Executive Chef On November 5, 1965, Braniff International appointed Willy O. Rossel as the airline's Executive Chef. The appointment of an Executive Chef was as a result of the overhaul of Braniff's image and its desire to ensure that its inflight meal service was second-to-none in the industry. Braniff Vice President of Customer Services John Kersey announced the appointment of Rossel in Dallas. Rossel was responsible for directing the preparation of all meals for all flights throughout the Braniff system.

In 1937, service levels were enhanced with the arrival of 14-passenger twin-engine aircraft which required an attendant to be on board. Braniff touted Southwestern Hospitality on Wings in advertising that announced the new Hostesses who served sandwiches and beverages on trays rather than in boxes.

In 1956, Braniff International Airways introduced an elegant inflight service experience appropriately named Silver Service. In First Class, real silver trays and serviceware were used.

Braniff International Board of Chefs With the arrival of Rossel in November 1965, Braniff International began a new era of providing the absolute finest onboard service and cuisine for its customers who were predominantly business travelers. In 1966, a Braniff International Board of Chefs was created and headed by Rossel. The Board consisted of Chefs from four of the most prestigious restaurant establishments in the world and included Roger Piaget of La Pavilion of Peru; Alex Cardini, Cardini's of Mexico City; Federico Buecker of The German Club in Buenos Aires, Argentina, and from the Alexander Girard designed restaurant, La Fonda del Sol, New York, came Felix Meir.

The chefs were asked to "prepare airline food that will taste as good as the food you serve in your own celebrated restaurants." Braniff International declared war on soggy toast, overcooked steak, and cold hors d'oeuvres, which were just a few of the delicacies that had plagued airline chefs of the past. It was a massive success with a further improvement of Braniff's already exemplary fare. Once again, advertising was aimed at Braniff's chief customer, the male business traveler, which stated that the airline was committed to Our Battle For Men's Stomachs.

Pan Am Executive Chef In 1982, Rossel was appointed Executive Chef and Food Service Director at Pan American World Airways, in Miami, Florida. Pan Am's Chairman was Charles Edward Acker who was the former President of Braniff Airways until 1975. Former Braniff President Harding Lawrence was also consulting for Pan Am and his wife Mary Wells Lawrence, whose advertising firm Wells Rich Greene served as Pan Am's agency. Several of these Pan Am executives had previously worked with Rossel during his tenure at Braniff.

Once again, the chef was responsible for overseeing the planning and preparation for every meal served throughout Pan Am's global system. Chef Rossel retired from Pan Am in 1985.

Rossel continued to cook throughout his 80s and 90s. He moved to Edinburg, Texas. In 2015 he was diagnosed with pancreatic cancer and died in September 2015.