With M&S Food going away from British Airways Euro Traveller, there’s been a lot of speculation what is going to replace it.
Well, British Airways has finally announced whose products will feature onboard. Welcome, Speedbird Cafe, designed by Tom Kerridge.
British Michelin-starred chef, Tom Kerridge, who has designed several gourmet food items. These will include such items as
- Warm Steak & Ale Pie
- The Ham Hock & Smoked Cheddar Sandwich
- The Spiced Cauliflower Tortilla Wrap (Vegan)
- The Chicken, Bacon and Celery Brioche
- The Brie Ploughman’s Sandwich (Vegetarian)
These and other items will be available to pre-purchase for the airline’s Euro Traveller (short-haul economy) customers.
The move marks a renewed focus on the short-haul customer experience, which also includes the completion of a full WiFi rollout across its Airbus short-haul fleet and the ability to pre-order duty-free items directly to customers’ seats through its inflight retail site, Highlifeshop.com.
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.
Items can be ordered 12 hours before departure. There will not be any items to purchase on board – as the airline is trying to reduce onboard waste and emissions. You can also access onboard shopping to pre-order from there too.
The airline will also be introducing another BrewDog IPA, exclusively available for British Airways’ customers. The Scottish craft brewery has developed another blend for the airline called JetSteam, following on from the popular limited edition Speedbird 100.
Carolina Martinoli, British Airways’ Director of Brand and Customer Experience, said:
“Over the last few months we know that our customers have valued the complimentary refreshments offered, so they’re here to stay. But in addition, we also wanted to offer more choice and the ability to buy something more substantial. After a successful partnership with M&S, we have teamed up with another British favourite, chef Tom Kerridge.
“Our expert teams have worked closely with Tom to create delicious British staples for our short haul menu. We know how popular the menus that Tom designed for our centenary were with our customers, so we are delighted to be working with him again and can’t wait for our customers to experience his fantastic new food at 35,000ft.”
Tom Kerridge, Michelin starred chef, said:
“I am truly happy to be working with British Airways again, and to have the opportunity to champion the best of British to so many people. A sandwich, made with care and great flavours, can be a perfect meal and I hope the passengers enjoy my short-haul menu.”
A change in the air
It seems British Airways is continuing its journey with Buy on board- tempered with a minimal service of a drink and a snack in these times.
The offerings look tempting (put me down for some pies) – and making customers order beforehand is a very interesting move, allowing the airline to load just the required stock. The uptake however, will be what to watch, as there is no opportunity to upsell onboard. Expect heavy promotion of this once you’ve booked your ticket in Euro Traveller.
It would be welcome to see the minimal snack service maintained (least of all other airlines do manage to offer an onboard tea and coffee/water service- even in these odd times).
When we return to the air… it’ll be interesting to see how this is delivered.
Images, British Airways
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