British Airways has announced today that it has entered into a partnership with Marks & Spencer (M&S) to provide ‘Food on the Move’ for short-haul fliers, claiming it has changed its limited courtesy free f&b food policy ‘after acting on feedback’ to give customers ‘the choice and quality they’ve asked for’.

 

In essence, the airline has worked with M&S to select ‘customer favourites’, promising that everything on the menu is priced at between £1.00 to £4.95 ($1.29 to $6.43) and customers can even pay with the frequent flier Avios points they earn.

 

BRAND NEW REVENUE SOURCE

This new revenue stream for BA offers a variety of menu choices, including vegetarian, gluten free and healthy fresh options, plus snacks and comfort foods. In addition, BA says that ‘bespoke menu options and seasonal changes’ will be offered throughout the year.

 

The airline is also claiming to be the first airline to offer leading brand sandwiches – all of which it claims are fortified with added fibre and vitamin D.

 

In a statement the airline said today: “The new British Airways menu, which will replace the airline’s current complimentary snacks, will include items from the M&S Food on the Move selection and will be available in the economy cabin on short-haul and domestic flights from Heathrow and Gatwick from January 11, 2017, and from London City and London Stansted by summer 2017.

 

“The collaboration follows extensive customer research and feedback, which highlighted dissatisfaction with the airline’s current short-haul economy catering, and found fliers want more choices that reflect what they would normally select when out and about.”

 

THE CHAIRMAN COMMENTS….

Adding his comments, Alex Cruz, British Airways’ Chairman and CEO said: “We know our customers expect a great experience with British Airways. They’ve told us we are experts in flying and service, but when it comes to catering on short-haul flights, they want to choose from a wider range of premium products.

 

“Like British Airways, Marks & Spencer is a well-known, premium British brand that is respected and trusted, so it’s an ideal partnership, providing our customers with a choice of products they recognise and value.

 

“I firmly believe what we are delivering breaks the mould and sets a new standard in short-haul catering.  We will be providing a selection of premium brand, fresh food options and a menu that will be refreshed on a quarterly basis. We will also enable travellers to be able to use their Avios, the points they earn as an Executive Club member, to purchase meals. We know they’re always looking for ways to use their Avios and this is a great option for them.”

 

Andy Adcock, Director of Food at Marks & Spencer added: “We’re proud to be supplying a great British brand with a reputation for quality and customer service that mirrors our own. For 35 years we’ve had a market leading Food on the Move offer and we’ll supply British Airways with customer favourites and healthy choices made with outstanding ingredients, all with the provenance you’d expect from M&S.”

 

 

Getting into the detail, BA now plans to charge £1 ($1.29) for hand cooked crisps up to £4.95 ($6.43) for a Balanced for You spiced chicken with quinoa and rice salad. It adds that the aim throughout the year is to deliver bespoke items designed specifically for British Airways customers by Marks & Spencer.  Elements of the menu will also change on a quarterly basis to reflect the seasons.

 

British Airways will also continue to offer its customers a full bar service with soft drinks priced from £1.50 and alcoholic drinks from £4. Club Europe (short-haul business class) customers will continue to be offered a full, complimentary menu, which is also being improved and revamped from Spring 2017 as part of the changes to short-haul catering.

 

THE LATEST IN A  SERIES OF UPDATES

British Airways added: “This is the latest in a tranche of updates to the airline’s short-haul services. Since 2014, 95 short-haul aircraft have been revamped with an updated interior, which is proving very popular with customers.

 

“Earlier in 2016, British Airways also simplified its short-haul fares to just three options: Basic, Plus and Plus Flex. Customers purchasing a ‘Plus’ fare benefit in particular, thanks to the additional flexibility of being able to change their flight on the day of travel for free – an option that wasn’t available on the previous standard fare.”

 

For a full breakdown of breakfast, snack and other F&B options see the BA media release which goes into the fine detail by clicking here: http://mediacentre.britishairways.com/pressrelease/details/86/2016-72/7309#sthash.xIErFplX