British Airways has partnered with the celebrated, British Michelin-starred chef, Tom Kerridge, to bring a touch of class to the inflight food offering to economy class passengers.
Kerridge 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.
Now we can remember when ALL the food was free on British Airways, but we might be happy to pay for a steak and ale pie if it’s been made by a Michelin-starred chef like Tom Kerridge.
Economy class upgrade
The move apparently 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.
“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”, Kerridge said.
“A sandwich, made with care and great flavours, can be a perfect meal and I hope the passengers enjoy my short haul menu.”
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.
Speedbird Café will launch as a pre-order proposition, which will allow customers to customise their journey by purchasing food, drink and inflight retail items up to 12 hours before departure.
It also helps the airline in its efforts to reduce onboard waste as part of its commitment to net zero emissions by 2050.
The dishes designed by Tom Kerridge have been created with a special focus on British provenance.
These include some delicious combos such 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)
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.”
BrewDog in the sky
The airline will also be introducing another BrewDog IPA, exclusively available for British Airways’ customers. The Scottish craft brewery has developed another exciting blend for the airline called JetSteam, following on from the popular limited edition Speedbird 100.
As well as the economy class upgrade, the airline will also be moving to the next phase of its on-board catering experience in Club Europe and on all long haul flights from 20 January 2021, following the temporary introduction of minimum-contact meal boxes to keep customers safe during the Covid-19 pandemic.
The airline’s culinary teams have been working with world class caterers, Do&Co, to develop exciting new menus in its Club Europe and all other long haul cabins, as well as adapting the meal service to reintroduce china and glassware.
Safety is at the heart of British Airways’ customer experience proposition and the airline has introduced a range of protective measures on the ground and in the sky to keep its customers and crew safe.