British Airways Euro Traveller customers can now order food and drink from their seats using their mobile phones.
The UK carrier will introduce a digital ordering platform on select routes beginning July 19, followed by its roll-out across the rest of the short-haul network, beginning with flights from London Heathrow.
The service will not be available on short “express routes” such as Manchester, Jersey, Paris, Amsterdam, Brussels, Dublin, Newcastle and Newquay.
The new inflight ordering system complements the airline’s existing ‘Buy Before You Fly’ offering, where customers are encouraged to order from the airline’s full Speedbird Café menu before they travel.
BA says it is easy to connect to its service via the onboard WiFi system and its free ba.com.au website.
By clicking on the shop option, passengers can access a virtual menu featuring an array of drinks and snacks. Avios frequent flyer points and major credit cards are accepted for making purchases.
Tom Stevens, British Airways director of brand and customer experience, described the feedback from customers who have already used the in-flight system as “extremely encouraging.”
“We understand the importance of being able to purchase food in advance and guarantee their first preference, but we also know how important it is to have a cup of tea or gin-and-tonic if you are on the go,” Stevens said.
We believe this new digital ordering option, paired with our pre-purchase option, is a winning combination that caters to everyone’s needs.”
The introduction of in-seat ordering comes after the successful launch of ‘Your Menu’ in British Airways’ Heathrow lounges, the new digital table service which requires only the scan of a QR code to enable orders to be delivered to each customer.
The airline will also continue to offer a complimentary bottle of water and snack to all customers.