It turns out that most travelers do not know what they want as a snack more than 24 hours prior to their travels. British Airways appears to have learned this lesson as the carrier will enable in-flight ordering from its buy-on-board menu for departures from its Heathrow base.
We think that this new digital ordering proposition, coupled with our pre-purchase option is a winning combination, catering for everyone’s needs.– Tom Stevens, British Airways’ Director of Brand and Customer Experience
The revised ordering process covers only shelf-stable food items, as well as drinks. Passengers who want a more substantial fresh food selection must still pre-order well ahead of their travel. That means less waste, but also still limited flexibility for travelers.
The new ordering system also requires that travelers order and pay digitally through the on-board WiFi portal rather than simply asking the crew for a drink. On the plus side, this is enabled through a simple web interface rather than the more onerous option of requiring a traveler to use the carrier’s app on their mobile device.
On the down side, it is still a digital-only experience. While increasingly rare, this approach still excludes some passengers from time to time.
In-flight ordering remains unavailable on the company’s shortest “express” routes, including:
- Paris (CDG and ORY)
The service also remains unavailable on flights inbound to Heathrow and all short-haul flights to and from Gatwick.
Delivery of the on-board purchases will follow the complimentary drinks and pre-flight orders.
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