British Airways has announced that it will be partnering with British Michelin-starred chef, Tom Kerridge, who has designed a number of gourmet food items including signature pies and sandwiches, to pre-purchase for the airline’s Euro Traveller (short haul economy) customers.
The move 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. Those wishing to purchase more substantial food options can do so through the airline’s the new online Speedbird Café.
The airline has partnered with Tourvest Retail services to implement the new retail site and products. 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 the Warm Steak & Ale Pie, winner of the Best Onboard Snack, Premium Economy/ Economy in the 2020 Onboard Hospitality Awards.
Also included are the Ham Hock & Smoked Cheddar Sandwich, Spiced Cauliflower Tortilla Wrap (vegan), Chicken, Bacon and Celery Brioche and the Brie Ploughman’s Sandwich (vegetarian).
Carolina Martinoli, British Airways’ director of brand and customer experience, said: “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.