Many airlines have long offered passengers in first and business class the opportunity to pre-order their meals in advance of boarding their flight. Singapore Airlines has its “Book The Cook” facility. Qantas offers the same facility under the guise of “Q Eat”.
The passenger benefits in securing their preferred choice of meal and the airline benefits in reducing wastage – catering being one of a very few areas where airlines can actually control costs.
One notable exception in offering this service is British Airways, in spite of it carrying very large volumes of first and business class passengers (some 84 on most Boeing 747s) and having one of the highest proportions of revenue attributable to first and business class traffic.
From an as yet unspecified date in the second quarter of next year (so possibly some six months away), BA is to trial the pre-ordering of meals in business class (“Club World”) and First class on the London – New York JFK route. From what is known so far, passengers will only be able to choose from the existing menu and will not have additional menu choices (and opting out of “Afternoon Tea” does not seem to be an option!). No doubt this is being driven by the desire to reduce wastage, but it would be good to see the proceeds in any savings reinvested in the improving catering.