British Airways is to partner celebrated Michelin-starred chef Tom Kerridge, who has designed a number of gourmet food items, which include signature pies and sandwiches, to pre-purchase for the airline’s Euro Traveller (short-haul Economy) customers.  

The move marks a renewed focus on the short-haul customer experience, which also includes the completion of a full wi-fi rollout across its Airbus short-haul fleet and the ability to pre-order duty free items directly to customers’ seats through its inflight retail site.

The airline will also continue to offer complimentary refreshments in Euro Traveller on all fights comprising a bottle of water and a snack, such as a breakfast bar or crisps.

Those wishing to purchase more substantial food options, designed by Tom Kerridge, as well as other food and drink items can do so through the airline’s the new online Speedbird Café hosted on British Airways’ inflight retail website highlifeshop.

Speedbird Café will launch as a pre-order web facility, which will allow customers to customise their journey by purchasing food, drink and inflight retail items up to 12 hours before departure. It also helps the airline in its efforts to reduce onboard waste as part of its commitment to net zero emissions by 2050.