Kola Olayinka
British Airways is injecting £600 million into catering services onboard and in lounges to drive customer satisfaction in the next five years.
To achieve this, the airline has extended its partnership with Do&Co, an onboard dining service provider for all flights departing Heathrow. In Ghana, Newrest provides catering services for British Airways.
This is part of the airline’s £6.5 billion five-year investment plan according to the Kola Olayinka, British Airways Regional Commercial Manager for West Africa.
“Our approach is to invest and innovate where customers value it most, so catering onboard and in our lounges is integral to the plan,” he said in an interview.
In its Club World business class cabin, part of the £600 million investment includes a new dining experience, new bedding and amenity kits by luxury British retailer, the White Company.
Alison Underwood, the airline’s head of catering had pointed out that that when planning the new Club World menu, her team focussed on attention to detail.
“The dishes are designed to pop with taste and the table settings are elegant and practical, with thought-through details such as stemless wine glasses,” she said.
She said “the focus on detail extends to offerings such as the Club Kitchen, where customers could help themselves to an array of indulgent treats as well as fresh fruit and healthy snacks”.
For premium customers desiring a wake-up jolt of caffeine, the airline has partnered a number of companies to provide coffee in the air as well as in all its UK lounges.
The catering step-up is not restricted to business class. In the main cabin, World Traveller, it has reviewed its menu, delivering more meals and snacking options.
Within 92 years, British Airways has moved on from serving sandwiches or biscuits, beef tea and a choice of beer, whisky or mineral water to diverse four course meals.
In 1927, it removed two seats from the Argosy aircraft that flew between London and Paris to allow enough space for a steward to serve food.
It was a bold move, to let go of probable revenue to gain a competitive edge, but it paid off and has laid the foundation for the success being chalked.
Catering is just one part of the investment as the airline is venturing into other innovations including WiFi ,improvements to the BA app including introduction of Apple’s Siri voice service for iPhone users.
Customers are also to look forward to exclusive family check-in zone in the UK and 72 more self-service bag drops at Heathrow, tripling the number already in service.
By David Adadevoh
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