British Airways launches new inflight digital ordering platform

Published on : Tuesday, July 20, 2021

British Airways recently unveiled its new inflight digital ordering platform. The tool gives customers in Euro Traveller (economy) the option to order additional snacks and drinks mid-flight, directly to their seat.

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.

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 19th on selected routes before rolling out across other eligible services.

Tom Stevens, Director of Brand and Customer Experience, British Airways said in a statement that the feedback from customers who have been able to travel and have ordered from the new Speedbird Café has been extremely encouraging. He mentioned that the Tom Kerridge range, in particular, has gone down a treat.

He further mentioned that customers like being able to purchase their food in advance of travel and guarantee their first choice, however the importance of an extra cup of tea or a gin and tonic, in the moment is also understandable. He added that the new digital ordering proposition, coupled with pre-purchase option is a winning combination, catering for everyone’s needs.

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