LONDON- British Airways (BA) is preparing to introduce an electronic meal ordering system in its Club World business class on long-haul flights operating from London Heathrow Airport (LHR).
The airline aims to digitize onboard meal ordering to improve service efficiency and gather better data on passenger meal choices, though immediate passenger benefits remain limited.
British Airways New Meal Ordering
British Airways plans to replace handwritten meal notes with an iPhone-based application that allows cabin crew to record meal and drink orders digitally in Club World.
The system, internally known as iOrder, is currently undergoing testing and is expected to roll out gradually across the fleet. Similar systems have already been adopted by airlines such as Emirates and Qatar Airways, which moved away from paper-based ordering several years ago.
The app allows cabin crew to enter orders directly into company-issued iPhones, replacing the traditional manual method used for decades. Once entered, orders are shared digitally among crew devices, creating a centralized record of passenger selections.
According to PYOK, the main objective behind the change is not only to speed up service but also to generate accurate data on meal preferences so that future flights can load meals more accurately.
Why British Airways Is Introducing iOrder
British Airways states that the new system will help reduce situations where passengers do not receive their preferred meal choice.
Until now, the airline relied on manual crew reports after flights to understand meal demand patterns. In 2023 alone, the airline reportedly received around 20,000 reports highlighting incorrect meal loading ratios, leading to dissatisfaction among premium passengers.
With digital records, the airline can analyze demand trends and adjust meal quantities loaded on future flights. However, this improvement only benefits future operations rather than solving shortages during the current flight.
Passengers may still face limited choices onboard if certain meals run out before service reaches them.
Limits of the Current System
Despite introducing digital ordering, the app offers limited personalization features.
The system records food and beverage selections but does not store passenger preferences or suggest meal and wine pairings. Crew members cannot view historical choices, meaning service personalization remains unchanged.
The app also functions primarily as a data collection and ordering tool rather than a full passenger service platform.
Pre-Order Meals Still Missing
A more direct solution to meal availability would be restoring meal pre-ordering services.
Before the COVID-19 pandemic, British Airways allowed premium passengers to pre-select meals before departure. This option was suspended in early 2020 and has yet to return despite previous indications that restoration was planned.
Pre-ordering allows airlines to load meals according to confirmed passenger choices, reducing waste and ensuring availability. However, the airline currently focuses on data collection rather than reinstating pre-order capability.
Rollout Timeline and Crew Feedback
An official launch timeline for iOrder has not been confirmed. The airline continues testing while gathering feedback from crew members.
Some crew have reportedly expressed concerns about adapting to new digital tools, especially among staff less comfortable with smartphone-based workflows. The airline is expected to refine training and system usability before full deployment.
For now, the system remains under evaluation, with gradual expansion expected once operational challenges are resolved.
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