British Airways is upgrading its menu to Marks & Spencer’s Food on the Move range to meet the needs of passengers on short-haul flights.
British Airways is partnering with Marks & Spencer to offer its short-haul flight passengers the option to purchase from a premium food range at 35,000 feet. Set to replace the airline’s complimentary snack offerings, the new menu features items from the retailer’s Food on the Move selection.
The change applies to economy class and domestic routes from Heathrow and Gatwick beginning 11 January and from London City to London Stansted by summer next. The tie-up follows customer research and feedback which displayed dissatisfaction with the carrier’s short-haul catering.
Fliers expressed a want for more choices that reflect what they would normally select when out and about. The aim is to deliver items designed specifically for British Airways customers by Marks & Spencer. Elements of the menu are expected to change on a quarterly basis to reflect the seasons.
Payment for purchases can be made via debit, credit card or contactless transactions. Customers will also be able to pay with Avios using the BA app or with their Executive Club card.
Servings are expected to include a variety of fresh food options, alongside packaged goods for ease of consumption on the flight or for passengers to take with them for their onward journey. Offerings will range from breakfast and sandwiches choices to snacks, confectionery products, and more.
“We know our customers expect a great experience. Marks & Spencer is a premium British brand that is respected and trusted, so it’s an ideal partnership that provides our customers with a choice of products they recognise and value,” said Alex Cruz, Chairman and CEO of British Airways.
British Airways was a winner at 2016-2017 World Branding Awards under the Airline (National) category.