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British Airways Introduces Digital Ordering Platform for Food & Drink

British Airways Introduces Digital Ordering Platform for Food & Drink

British Airways’ customers can now order food and drink directly from their seat courtesy of a new digital ordering platform launched yesterday, 14 July.

The new inflight ordering system will complement the airline’s current ‘Buy Before You Fly’ offering, where customers are encouraged to order from the airline’s full Speedbird Café menu, including items from its Tom Kerridge range, in advance of travel.

The new digital ordering system means that customers who wish to add to an existing pre-order, or for those who did not place an order before travel, can do so at any point during their flight.

The proposition will initially be available from July 19 on selected routes before rolling out across other eligible services.

To place an order, customers simply connect to the on board Wi-Fi service free of charge via shop.ba.com, 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. The service will be available on most short haul routes operating from LHR**.

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.”

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Fionn Davenport is the editor-in-chief of the ITTN group, including ITTN and ITTN Ireland. He's one of Ireland's best-known travel journalists and writers, with nearly 30 years' experience writing guidebooks for Lonely Planet and others.

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