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British Airways launching ‘Dine on Demand’ service in Club World

British Airways does things differently. And, it has proved it yet again with the treatment accorded to its customers traveling in economy class and business class. The airline has this year started charging for drinks, food and even a cup of hot water (BYO teabag) from its economy class customers. But, things are rather different and complimentary for its customers traveling in Club World (business class). The meal service in premium cabin has been upgraded.

Media reports said that British Airways is soon going to launch anytime dining service, also called “Dine on Demand”, in its Club World cabin. The customers would be able to take advantage of this service for ordering light snacks or full meals from a newly created expanded menu whenever they want during the course of their flight. For a long-haul flight, two meals were usually served.

Alex Cruz, CEO of British Airways, said, “The airline has embarked on a flexible passenger-focused approach now, which has already been adopted by Oneworld partner airlines such as Etihad Airways, Qatar Airways and others. This helps business class travelers in customizing their in-flight schedule according to their needs like when to sleep, eat, work and relax.”

Cruz stressed that Sleep is now key to the new Club World proposition. The prime focus in Club World would be on sleep. The actual service routine is going to be changed for maximizing the amount of time that a passenger can sleep. It is therefore in the fitness of thing that “Dine on Demand” service is being introduced.

Cruz had earlier in November 2016 during an investor presentation day hinted that Oneworld member airlines would be revamping their ‘height cuisine’ program. He had then said that the way in which the food is served – its amount, type and quality – is going to be transformed. He also said that British Airways would be making major investment starting in 2017. Through this endeavour the airline wants to demonstrate that it accords top priority to its premium customers and is committed to enhance their on board Club World experience even more.

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