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Buy Onboard returns to British Airways’ short-haul flights

British Airways (BA) has today announced that it will bring back Buy Onboard feature to its short-haul flights from London Heathrow.

Buy Onboard is back, but with a twist

British Airways has today unveiled its new inflight digital ordering platform, giving passengers travelling in Euro Traveller (BA’s Economy Class) the option to order additional snacks and drinks mid-flight, directly to their seat. This new inflight ordering system will complement the airline’s current ‘Buy Before You Fly’ offering, where passengers are required to order from the airline’s full Speedbird Café menu, including items from its Tom Kerridge range, prior to their flight.

The new digital ordering system means that passengers 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. This new system will initially be available from 19th July on selected routes before rolling out across other eligible services.

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How to place the order?

In order to place an order, passengers will first have to connect to the on board Wi-Fi service free of charge via shop.ba.com. Then, they will have to 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 London Heathrow Airport.

Tom Stevens, Director of Brand and Customer Experience, British Airways, 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.

British Airways’ Speedbird Café menu is still available to pre-purchase at highlifeshop.com for short haul flights in Euro Traveller, and the airline will also continue to offer a complimentary bottle of water and snack to all customers on board.

The introduction of in-seat ordering follows the successful launch of ‘Your Menu’ in British Airways’ Heathrow lounges, the new digital table service which requires only the scan of a QR code to enable orders to be delivered to each individual customer.

Meanwhile, British Airways recently started vaccination status trials in partnership with Virgin Atlantic and London Heathrow Airport. The airline has also announced four new routes from Belfast following the collapse of regional carrier Stobart Air.

Featured image by British Airways

What do you think of British Airways’ new and innovative Buy Onboard ordering system? Let me know in the comments section below.

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