British Airways Adopts iPhone Meal Ordering in Club World, But Its Data Goal is Surprising.
Aviation News Editor & Industry Analyst delivering clear coverage for a worldwide audience.
British Airways is rolling out an iPhone-based electronic meal ordering system in Club World to better track meal popularity and adjust future loading ratios, a baffling, after-the-fact data strategy.
Key Takeaways
- •British Airways is rolling out an iPhone-based electronic meal ordering app for crew in its Club World cabin.
- •The airline's main stated goal is to use the data to adjust future meal loading ratios, following 20,000 reports of incorrect ratios in 2023.
- •The system is a technology upgrade for crew efficiency and long-term data collection, but it does not function as a passenger pre-order service to guarantee current meal choice.
- •The move highlights the industry's ongoing challenge to reduce food waste while maintaining high standards of premium cabin service.
British Airways is upgrading its long-haul business class cabin, Club World, with a new electronic meal ordering system. The airline is moving away from the traditional pen-and-paper method. This new system is an app loaded onto crew-issued iPhones. It is designed to streamline the meal service process for cabin crew.
However, the main reason cited by British Airways for the change is drawing attention. The airline states its primary goal is to gather data. This data will help them better adjust meal loading ratios on future flights. This focus on post-flight data analysis is seen as a surprising move. Many industry experts expected a system to solve immediate meal shortages.
The New Electronic Meal Ordering System
The new app, internally dubbed 'iOrder,' is currently being tested. It records drink and meal orders taken by the crew. This digital process is intended to make service quicker and more accurate. Until now, the airline relied on manual crew reports after each flight. These reports tracked meal demand patterns. Other global carriers, such as Emirates and Qatar Airways, adopted similar digital systems years ago.
The Focus on Loading Ratios
The core motivation is to improve future passenger meal choice availability. In 2023, the airline reportedly received about 20,000 submissions. These reports highlighted incorrect meal loading ratios. This number indicates significant dissatisfaction among premium passengers. They often missed their preferred meal option. The new system will provide more accurate, real-time data on meal popularity. This data will then inform catering decisions for upcoming flights.
The key challenge remains the immediate flight experience. The system records what is ordered and what runs out. But it does not prevent a passenger on that specific flight from missing their first choice. The benefit is for future passengers, not those currently flying. Critics suggest a pre-order system is a more direct solution.
Industry Context and Challenges
Many airlines are using technology to improve inflight catering data. This effort also helps reduce airline food waste. Loading fewer unpopular meals saves both money and resources. The International Air Transport Association (IATA) promotes efficiency in catering. Digital tools are key to achieving this goal.
British Airways previously offered a meal pre-order service. This was available in Club World before the pandemic. However, the airline has struggled to re-introduce a full pre-order system. They cited ongoing IT issues for the delay. A pre-order system would guarantee a passenger's meal choice before boarding. This is considered the gold standard for premium cabin service.
- The new iPhone-based system is crew-facing, not passenger-facing.
- It replaces paper orders with digital records for efficiency.
- The primary goal is to collect data to fix long-term catering imbalances.
- It does not solve the problem of running out of popular meals on the current flight.
This move represents a long-overdue technology update for the carrier. The focus is clearly on a data-driven, long-term fix. It prioritizes operational efficiency and waste reduction. This comes over an immediate, customer-facing guarantee of meal selection.
Note: The system is still in testing, and an exact rollout timeline is not yet set.
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Written by Ujjwal Sukhwani
Aviation News Editor & Industry Analyst delivering clear coverage for a worldwide audience. Covers flight operations, safety regulations, and market trends with expert analysis.
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