British Airways is preparing to introduce a new electronic meal ordering system in its Club World business class on long-haul flights departing from London Heathrow. The initiative aims to modernise onboard service by replacing handwritten meal notes with a digital, iPhone-based solution for cabin crew.
The new system, internally called iOrder, allows crew members to record passenger meal and drink choices directly on company-issued iPhones. Orders are instantly shared across crew devices, creating a centralised and accurate record of selections during the flight.
A key objective behind the rollout is improved data collection. By tracking meal preferences digitally, British Airways hopes to better understand demand patterns and load meals more accurately on future flights, reducing instances where passengers miss out on their preferred choices.
The move follows years of reliance on post-flight manual reports, which often highlighted mismatches in meal loading. In 2023 alone, thousands of such reports were filed, prompting the airline to seek a more efficient and data-driven solution.
However, the system has its limitations. While it records orders efficiently, it does not store passenger preferences or offer personalised recommendations. As a result, service personalisation remains largely unchanged, and meal shortages can still occur on the same flight.
British Airways has not confirmed a full rollout timeline and continues to test the system while gathering crew feedback. Training and usability refinements are expected before wider deployment, marking a gradual step toward greater onboard digitalisation rather than an immediate passenger-facing upgrade.