British Airways Euro Traveller customers can now use their mobile phones to buy food and drink from their seats.
The UK carrier will introduce a digital ordering platform on select routes from July 19 before rolling it out across the rest of its shorthaul network on flights from London Heathrow.
However, it will not be available on short “express routes” such as Manchester, Jersey, Paris, Amsterdam, Brussels, Dublin, Newcastle and Newquay.
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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 connecting to the service is easy via the on-board WiFi system and its free ba.com.au site.
They simply click on the shop option for their flight to access a virtual menu displaying a range of drinks and snacks. Orders can be made using major credit or debit cards as well as Avios frequent flyer points.
British Airways director of brand and customer experience Tom Stevens described as “extremely encouraging” feedback from customers who had already used the in-flight system.
“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,’’ Stevens said.
“We think that this new digital ordering proposition, coupled with our pre-purchase option is a winning combination, catering for 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 individual customer.
The airline will also continue to offer a complimentary bottle of water and snack to all customers.
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