Redefining Short-Haul Dining in the Sky
The Opportunity
In 2016, British Airways announced a significant shift in its short-haul economy offering, introducing a buy-on-board model designed to respond to evolving customer expectations. As passenger preferences moved toward greater choice, quality and value, the airline sought a partner that embodied trusted British heritage and food excellence.
The objective was clear: deliver a premium yet accessible “Food on the Move” proposition that reflected both quality and familiarity, while maintaining strong commercial performance across short-haul and domestic routes.
The Partnership
British Airways partnered with Marks & Spencer, bringing together two iconic British brands to elevate the onboard retail experience.
From January 2017, Marks & Spencer provided a curated food and beverage range across short-haul and domestic economy flights departing from Heathrow and Gatwick, later extending to London City. The menu was developed in response to customer feedback and featured well-loved M&S favourites alongside fresh, contemporary options.
The offering combined convenience with quality:
• Sandwiches such as Aberdeen Angus beef with red onion chutney and classic cheese ploughman’s
• Breakfast options including Greek-style yoghurt with berry compote, fresh fruit salads and café-style bacon rolls
• Snacks and sweet treats, from hand-cooked crisps and nut mixes to Percy Pigs and Swiss chocolate bars
• A full bar service, complementing a broad soft and alcoholic drinks selection
All items were positioned at accessible price points, with food priced under £5, balancing premium perception with everyday value.
Execution & Retail Strategy
Tourvest Retail and Catering supported the delivery of this onboard retail proposition, ensuring operational excellence, product availability and seamless integration within the cabin environment.
The collaboration required careful alignment of supply chain, pricing strategy, inflight logistics and brand presentation, transforming the traditional airline catering model into a retail-led experience.
By combining Marks & Spencer’s strong high-street recognition with British Airways’ global network, the partnership created a compelling buy-on-board concept that resonated with customers seeking trusted quality at altitude.
Impact
The Marks & Spencer collaboration marked a pivotal moment in the evolution of short-haul inflight retail. It successfully introduced a recognisable retail brand into the cabin, strengthening passenger confidence in the buy-on-board model and redefining expectations around onboard food.
The partnership ran successfully from 2017 until its conclusion in 2020, during which time it established a benchmark for branded onboard retail within the European aviation market.
Through strategic brand alignment and strong operational execution, British Airways, Marks & Spencer and Tourvest Retail and Catering demonstrated how thoughtful partnerships can transform inflight catering into a commercially driven retail experience, one that delivers familiarity, quality and choice at 30,000 feet.
