BA to charge for food on short haul flights, to better compete with low cost airline rivals
British Airways is expected to become the first mid-market airline to charge for meals after striking a deal with M&S, to charge passengers for sandwiches onboard short-haul flights. This could be announced soon. BA had earlier said that providing free food and drink on board all its flights was an essential part of its product. However, BA is struggling to make its short-haul routes profitable following the rise of its budget rivals such as Ryanair and easyJet, which have always charged for meals. By charging for sandwiches, BA can offer lower headline fares than its rivals but experts have warned that loyal customers will perceive the change as the airline going downmarket in a bid to chase profits. Some BA staff are reportedly skeptical about the move which they fear would increase their workload, having to handle multiple choices and payments. One said: “On a busy Amsterdam we hardly have time to serve everyone, let alone take money.” BA’s long haul, business and first class passengers will continue to get “free” meals. The BA website says for European flights “On all Euro Traveller flights we offer you a snack and a bar service, and on some longer flights you’ll be offered more substantial refreshments. Wherever you’re flying to in Euro Traveller, enjoy a soft drink or your choice from the bar with your food.”
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BA partners with Marks & Spencer to charge for in-flight meals
Deal means the carrier will be able to compete with its low cost rivals on headline fares
By Caroline Mortimer (Independent)
18.9.2016
BA becomes the first mid-market air carrier to charge for meals after striking deal with M&S.
British Airways has come under fresh criticism after striking a deal with Marks & Spencer to charge passengers for sandwiches onboard short-haul flights.
The deal follows plans revealed by The Independent in May in which the airline said it would overhaul its policy of providing free food and drink on board all its flights – which it had previously said was an essential part of its product.
The airline has struggled to make its short-haul routes profitable following the rise of its budget rivals such as Ryanair and easyJet which have always charged for meals.
It will mean BA can offer lower headline fares than its rivals but experts have warned that loyal customers will perceive the change as the airline going downmarket in a bid to chase profits.
Nik Loukas, the editor of the Inflight Feed website, told the Mail on Sunday: “I think it is going to be very difficult for passengers to swallow the fact that they are going to have to pay for food after it has been free for so long.
“There will probably be a big backlash. BA has always had a tradition summed up in their slogan ‘To fly, to serve’. I think they will have a battle on their hands.”
The deal is expected to be announced in the coming weeks. Long haul, business and first class passengers will continue to receive complimentary meals.
The idea is said to be the brainchild of BA’s Chairman and Chief Executive, Alex Cruz, who became the first leader of a traditional airline to have founded a low cost airline.
He previously ran Spanish budget airline Vueling before taking the job at BA in April.
Some BA staff are reportedly skeptical about the move which they said would increase their workload as they would have to handle multiple choices and payments.
One long-serving cabin crew member told The Independent in May: “On a busy Amsterdam we hardly have time to serve everyone, let alone take money.”
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BA website on its means says:
Euro Traveller
Short flight with good food
On all Euro Traveller flights we offer you a snack and a bar service, and on some longer flights you’ll be offered more substantial refreshments. Wherever you’re flying to in Euro Traveller, enjoy a soft drink or your choice from the bar with your food.
UK Domestic
Snack on the run
As brief as your flight is within the UK you can still have a snack and drinks from the bar. The choice differs depending on the length of the flight but can include a hot breakfast or sweet or savoury deli snack.
If you are flying in World Traveller (economy)
Eligible routes
Pay for a wider choice of indulgent meals when travelling in World Traveller (economy) to:
Eligible destinations include Abu Dhabi, Accra, Amman*, Atlanta, Austin, Bahamas (Nassau), Bahrain, Baltimore, Bangkok, Beijing, Beirut*, Bengaluru, Boston, Buenos Aries, Cairo*, Calgary, Cape Town, Chengdu, Chennai, Chicago, Dallas Ft Worth, Denver, Dubai, Entebbe, Hong Kong, Houston, Hyderabad, Jeddah, Johannesburg, Kuala Lumpur, Kuwait, Lagos, Las Vegas, Los Angeles, Mexico City, Miami, Montreal, Mumbai, Nairobi, New Delhi, New York (JFK and Newark), Philadelphia, Phoenix, Rio De Janeiro, Riyadh, San Diego, San Francisco, San Jose (California), Santiago, Sao Paulo, Seattle, Seoul (Incheon), Shanghai (Pu Dong), Singapore, Tehran, Tel Aviv*, Tokyo (Haneda and Narita), Toronto, Vancouver, Washington DC.
* Gourmet, Healthy and Vegetarian Kitchen options only
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