(Credit: BA. com) British Airways new onboard digital ordering platform allows customers to order food and drinks directly to their seat.
By Gary Raynaldo DIPLOMATIC TIMES
BRITISH AIRWAYS today unveiled its new inflight digital ordering platform, giving customers travelling in Euro Traveller the option to order additional snacks and drinks mid-flight, directly to their seat. The new digital ordering system means that customers who wish to add to an existing pre-order, or for those who did not place an order before travel, can do so at any point during their flight. The proposition will initially be available from July 19 on selected routes before rolling out across other eligible services, BA said. Service will run alongside the airline’s pre-purchase menu, including items from its Tom Kerridge range.
BRITISH AIRWAYS Partners With MICHELIN-STAR Chef Tom Kerridge For Gourmet Food Menu
Michelin-Starred chef, Tom Kerridge, will design gourmet food choices for British Airways new Speedbird Café menu (credit mediacentre.britishairways)
The new inflight ordering system will complement the airline’s current ‘Buy Before You Fly’ offering, where customers are encouraged to order from the airline’s full Speedbird Café menu, including items from its Tom Kerridge range, in advance of travel. BRITISH AIRWAYS added a delicious taste of Michelin-Starred gourmet food to its flights this year. BA is partnering with celebrated, British Michelin-starred chef, Tom Kerridge, who has designed a number of gourmet food items, which include signature pies and sandwiches, to pre-purchase for the airline’s Euro Traveller (short haul economy) customers.
Delicious Steak and Ale Pie is part of Chef Tom Kerridge Gourmet Menu. Watch here as the chef explains why he carefully selected these items for British Airways and the thought process that went into ensuring that the flavours would work at altitude.
Speedbird Café Gourmet Sandwich Collection by Chef Tom Kerridge ( credit: BA media)
The airline will also continue to offer complimentary refreshments in Euro Traveller on all fights comprising a bottle of water and a snack, such as a breakfast bar or crisps. Those wishing to purchase more substantial food options, designed by Tom Kerridge, as well as other food and drink items can do so through the airline’s the new online Speedbird Café hosted on British Airways’ inflight retail site www.highlifeshop.com.
Tom Stevens, British Airways’ Director of Brand and Customer Experience, said:
“The feedback we have had from customers who have been able to travel and have ordered from our new Speedbird Café has been extremely encouraging. The Tom Kerridge range, in particular, has gone down a treat. We know that customers like being able to purchase their food in advance of travel and guarantee their first choice, however we also understand the importance of an extra cup of tea or a gin and tonic, in the moment. We think that this new digital ordering proposition, coupled with our pre-purchase option is a winning combination, catering for everyone’s needs.”
British Airways’ Speedbird Café menu is still available to pre-purchase at highlifeshop.com for short haul flights in Euro Traveller, and the airline will also continue to offer a complimentary bottle of water and snack to all customers on board.
