New Normal: British Airways Launches Digital Menu using Onboard Wi-Fi

New Normal: British Airways Launches Digital Menu using Onboard Wi-Fi

Technology is changing the way we do business. And the flight industry is no exception. Very soon, the economy passengers on British Airways flights will be able to order drinks and snacks directly to their seats using the airline’s digital menu and free onboard Wi-Fi.

Customers can already pre-order inflight food – including items by Michelin-starred chef Tom Kerridge – from the airline’s full Speedbird Café menu.

But now, once the plane is airborne, they can top-up their inflight meals with non-perishable purchases – such as crisps, nuts and alcoholic beverages.

To place an order, customers connect to the onboard Wi-Fi service free of charge via, click on the ‘shop’ option for their flight, and a virtual menu will display the range of drinks and snack options on offer.

Orders can be made via all major credit and debit cards or through Avios and the service will be available on most short-haul routes operating from London Heathrow.

The airline will continue to offer a complimentary bottle of water and snack to all customers on board.

BA said the introduction of in-seat ordering follows the successful launch of ‘Your Menu’ in its Heathrow lounges, a new digital table service that requires only the scan of a QR code to enable orders to be delivered to each individual customer.

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.’

The gourmet Tom Kerridge BA range includes a posh Warm Steak & Ale Pie; Ham Hock & Smoked Cheddar Sandwich; Chicken, Bacon & Celery Brioche Baguette; Soft Brie & Apple Chutney Ploughman’s sandwich, and vegetarian Spiced Cauliflower & Chickpea Tortilla Wrap, all costing between £4.10 and £4.50.

Other items on the Speedbird Café menu include BrewDog Jet Stream beer (£4.50), Pannier Champagne (£17 for 375ml), Bloody Mary (£6.50), Dash Sparkling Spring Water (£2), Tapas Box by Jose Pizarro (£5.95), Cambrook nuts (£1.50) and ‘luxurious’ Savoursmiths crisps (£1.35).

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