British Airways launches Pre-Order Meal Service in Business Class

British Airways has launched its Pre-Order Meal Service for its premium customers effective from November 18 this year. The customers traveling in the airline’s first class and business class (Club World) cabins will now be able to pre-order their first choice main course from the airline’s a-la-carte menu being offered on board. This service will also be available for customers booking flights in premium economy (World Traveler Plus) cabin as well.

Lynn McClelland, British Airways’ Head of Catering, said that the pre-order service has been initially introduced on flights to Seattle, Dallas, Las Vegas, Vancouver, Rio de Janeiro and Phoenix from London Heathrow. The service will be extended on more routes in early 2015.

McClelland said that the customers will now be able to pre-order their meals at least one month before their scheduled departure date and right up to 24 hours before the final take-off.  

The launch of the new service is aimed at providing personalized service to the customers so that they get hassle free and enjoyable experience on board their flights. The airline’s catering chief went on to say that considering the fact that food choices are quite personal and the consistent demands by the customers to have control over their food choices and order according to their likings, has made British Airways to actively consider this and finally introduce the service.

McClelland also said that the airline’s cabin crew has also been provided iPads so that they will be able to have up-to-date information about the individual customers, know about their personal preferences and deliver a more bespoke service.