After parting ways with the British retailer in October, the airline has announced its latest collaborator
UK flag carrier British Airways has announced that it will be partnering with Michelin-starred chef Tom Kerridge on its pre-purchase food for the airline’s Euro Traveller (short-haul economy) customers.
The move – which comes after it parted ways with Marks and Spencer in October – marks a renewed focus on the short-haul customer experience, which also includes the recent completion of a full Wi-Fi rollout across its narrowbody Airbus fleet.
Kerridge – who operates five restaurants near London – has designed a number of gourmet food items, which include signature pies and sandwiches.
The airline will also continue to offer complimentary refreshments in Euro Traveller on all fights comprising a bottle of water and a snack, such as a breakfast bar or crisps. Those wishing to purchase more substantial food options, designed by Tom Kerridge, as well as other food and drink items can do so through the airline’s the new online Speedbird Café hosted on British Airways’ inflight retail site.
The new portal 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.
Carolina Martinoli, British Airways’ director of brand and customer experience, commented: “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.”