Four years ago British Airways started charging for inflight food and drinks in economy in Europe. They started selling Marks and Spencer (M&S) sandwiches on board and called it BOB (Buy on Board).
BA never revealed how successful it was but whenever I fly I try to see how many passengers buy anything. To my eye it was a very small number of passengers on each flight. People would bring their own food (possibly bought at the airport) and eat it when they wanted. Possibly buying a hot drink on board.
I always thought that airlines are losing out to the airport shops selling food for the flight. There are clearly opportunities for them to increase sales of onboard food.
Well British Airways has now announced that it is working with British Michelin-starred chef, Tom Kerridge, on new food items available on board economy in Europe.
So far the options announced include four sandwiches and a pie, price between £4-10 and £4-50:
|The Ham Hock & Smoked Cheddar Sandwich by Tom Kerridge||£4.10|
|The Spiced Cauliflower Tortilla Wrap by Tom Kerridge||£4.20|
|The Chicken & Bacon Brioche by Tom Kerridge||£4.50|
|The Brie Ploughman’s Sandwich by Tom Kerridge||£4.20|
|Steak & Ale Pie by Tom Kerridge||£4.50|
Click this link https://youtu.be/LbIkz77nk-M to watch Tom explain why he selected these items for British Airways and the thought process that went into ensuring that the flavours would work at altitude.
Must buy before you fly, no more BOB
The really big difference is that food and drink must now bought before you fly (BBYF). At least 12 hours before departure
The thinking behind this is:
- passengers will get what they actually want rather than what is left
- it will help reduce waste
- it will reduce onboard weight and save fuel
- reduces interactions with the cabin crew
The airline will continue to offer a free little bottle of water and a bag of crisps or a cereal bar.
The full food and drink menu is called Speedbird Café and is available on the HighLife Shop.
Passengers who wish to buy in-flight retail such as perfume, sunglasses or make-up can now also do so in advance online at the HighLife shop.
All items must be bought at least 12 hours before departure.
BA hasn’t said when the new service is starting.
N.B. All Images :British Airways