British Airways is teaming up with British Michelin-starred chef, Tom Kerridge, for a number of speciality gourmet food items, including pies and sandwiches, to pre-purchase for the airline’s Euro Traveller economy passengers.
The dishes designed by Tom Kerridge have been created with a special focus on British provenance.
These include:
Warm Steak & Ale Pie £4.50The Ham Hock & Smoked Cheddar Sandwich £4.10The Spiced Cauliflower Tortilla Wrap (Vegan) £4.20The Chicken, Bacon and Celery Brioche £4.50The Brie Ploughman’s Sandwich (Vegetarian) £4.20
The move marks a renewed focus on reviving the airlines tarnished image and an economy service that was just about on par with rival low-cost carriers. Part of the BA revamp includes the completion of WiFi rollout across its airbus short-haul fleet and the ability to pre-order duty-free items through its inflight retail site, Highlifeshop.com.
The airline will offer a complimentary bottle of water and a bag of crisps for passengers but will now offer the Tom Kerridge products to those wishing to have something a bit more substantial. Other food options and drinks can also be ordered through the highlifeshop.com. Passengers can pre-order their food up to 12 hours before departure.
Carolina Martinoli, British Airways’ Director of Brand and Customer Experience, said: “Over the last few months we know that our customers have valued the complimentary refreshments offered, so they’re here to stay. But in addition, we also wanted to offer more choice and the ability to buy something more substantial. After a successful partnership with M&S, we have teamed up with another British favourite, chef Tom Kerridge.
“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.”
Tom Kerridge, Michelin starred chef, said: “I am truly happy to be working with British Airways again, and to have the opportunity to champion the best of British to so many people. A sandwich, made with care and great flavours, can be a perfect meal and I hope the passengers enjoy my short-haul menu.”
Elsewhere, the airline will also be moving to the next phase of its on-board catering experience in Club Europe and on all long haul flights from 20 January 2021, following the temporary introduction of minimum-contact meal boxes to keep customers safe during the Covid-19 pandemic. The airline’s culinary teams have been working with world-class caterers, Do&Co, to develop exciting new menus in its Club Europe and all other long haul cabins, as well as adapting the meal service to reintroduce china and glassware.
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