British Airways to Launch Digital In-Seat Ordering on 19 July 2021

British Airways will launch a new inflight digital ordering platform next week, giving customers travelling in Euro Traveller the option to order additional snacks and drinks mid-flight, directly to their seat.

The new inflight ordering system will complement the airline’s current ‘Buy Before You Fly’ offering, where customers are encouraged to order from the airline’s full Speedbird Café menu, including items from its Tom Kerridge range, in advance of travel.

The new digital ordering system means that customers 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.

The system will initially be available from 19 July on select short-haul routes operating from LHR.

To place an order, customers simply connect to the on board Wi-Fi service free of charge via shop.ba.com, 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.

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

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