British Airways is making a multi-million pound investment in its short haul business class cabin, Club Europe as part of the airline’s existing £4.5bn investment plan that has already seen a range of improvements to BA’s passenger experience.


Starting September 12th the airline will introduce what seem to be delicious new menus with improved recipes and signature warm breads. It’s also a pleasure to see a sense of locale, a rapidly expanding trend in reflecting the origins of a carrier to install a USP.


“There’s also a commitment to provenance, with dishes developed around key British ingredients. Launch options will include shaved Herefordshire roast beef on a tartar cream with rocket, British Reared Pork sausage and mash and a celebration of British chesses,” states the airline’s press release.


The airline has understood that many of it’s Club Europe passengers might be frequent travellers, and as such the airline has added more choice. On the airline’s longer short haul flights to destinations such as Faro, customers will now have the choice of two hot options and one cold. Menus on flights to and from Heathrow will also be changed twice a month, rather than monthly.


Carolina Martinoli, British Airways’ Director of Brand and Customer Experience, said: “We’ve been investing in our meals for customers – our new long-haul Club World menus are proving incredibly popular and we want to be able to replicate that quality and choice in our short haul Club Europe cabin too.”


Lounges are also benefitting from the investment and the airline has already unveiled new lounges in Rome and Aberdeen, showcasing the airlines new design concept. The airline will be opening a new lounge in New York later year, followed by Geneva, San Francisco, Johannesburg, Chicago and Heathrow’s lounges will benefit from a refresh.


British Airways’ £4.5 billion investment for customers over the next five years, also includes the installation of the best quality WiFi and power in every seat, fitting 128 long-haul aircraft with new interiors and taking delivery of 72 new aircraft.

The Big Picture



Posted by:Jonny Clark

2 replies on “British Airways’ New Club Europe Dining Signals Airline’s Continued Desire To Improve Business Class Passenger Experience

  1. They can improve the food all they like. But until they change those rediculous seats I’m not giving them any business.

  2. Well it’s about time this airline decided to add to the passenger’s experience aloft, rather than continue to take away. Because over the past decade British Airways has completely squandered their once sterling reputation. I fly frequently between London and Toulouse and switched to easyJet because their flights are a far better deal and the cabin crewmembers seem to actually like their jobs. (Gasp!) And don’t even get me started on how far BA has fallen from the days when I would purposely route myself through Heathrow when flying overseas so as to be able to enjoy the carrier’s superb VC10’s…

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s