It was an idea that made Imperial Airways’ Silver Wing flights famous and over 85 years later is still the benchmark by which many travellers judge an airline’s on-board service.
In 1927, British Airways’ predecessor, Imperial Airways, removed two seats from the Argosy aircraft it operated on the London/ Paris route to allow a steward to serve food on board. It was the first in-flight meal service.
Although the fare was simple; sandwiches or biscuits, beef tea, and a choice of beer, whisky or mineral water – passengers considered the idea of being served a meal in flight the height of luxury. The competitive advantage that onboard dining could provide was something not lost on the late Lord Marshall, former CEO, British Airways and later chairman.
Around the time of its privatization, the airline was struggling on some previously popular early morning domestic routes. He introduced a better breakfast service and soon won back customers. Today, for full-service, airlines in-flight catering remains integral to the flying experience and getting it right is a science.
Things have come a long way since the sandwiches and biscuits of the Silver Wing service, but the huge advancements in aircraft technology have also posed some challenges. Amongst these is the height at which modern aircraft fly. Altitude was not a problem 85 years ago, as aircraft flew relatively low and were not pressurised. A modern jet aircraft cruises at around 35, 000 feet and the cabin is pressurised to 8, 000 feet. Under these conditions you lose about 30 percent of your ability to taste, so food can seem bland or insipid. It is also impossible to make a hot cup of tea or coffee because at the reduced atmospheric pressure water boils at 91 degrees rather than 100. Boiling it longer will only create more steam and not make the drink any hotter.
With ample evidence indicating that the meal service can materially affect the enjoyment of a flight, it is no surprise that catering forms part of British Airways’ five-year, £5 billion investment in products and customer services. The airline calls the approach it has adopted to counter the effects of altitude, lower humidity and other sensory inhibitors in aircraft cabins, Height Cuisine.
It uses ingredients which are high in umami, a savoury flavour known as the ‘fifth taste’, which occurs naturally in foods such as seaweed, tomatoes, mackerel and parmesan cheese and works particularly well in catering at altitude.
British Airways took this research forward by developing World Traveller menus that included citrus juices and spices in Indian chicken tikka and rich umami of tortellacci with tomato and olives; dishes which are able to stand up well to the flavour-inhibiting effects of altitude. An umami-rich First menu might include British fillet of beef with herb crust, summer vegetables, char-grilled fondant potatoes and a horseradish, dill and chive sauce. The concept of Height Cuisine is not limited to making food taste better and paring it with suitable wines. It is a holistic concept that extends to the choices customers have as well as how the food is served.
In the premium cabins this has meant training cabin crew to provide service that is similar to that in a top restaurant. For example in First you can eat when you want and you have a choice of a formal meal service or an informal a la carte snack. There is also a bistro selection if you fancy something a bit lighter. You can even dine with a colleague.
In Club World (business) the Club Kitchen complements the meal service. It provides a variety of light snacks to which customers can help themselves during the flight. The cornucopia of treats includes offerings from Waitrose as well as smaller high-quality British brands. Menu improvements have been extended to the World Traveller Plus cabin (premium economy) where customers can choose from two items on the Club World menu.
In World Traveller (economy) the airline has introduced a ‘tuck box’ of snacks, for customer to choose from after the main meal. Innovation is key and the airline recently added gourmet burgers and pulled pork sandwiches to its first menu as well as introducing a traditional fish and chip supper on some of its short haul European flights. Other seemingly small service innovations, such as the children-eat-first policy, ensure that parents are able to enjoy their meals.
“We make no bones about being a full-service airline and onboard dining is an integral part of this offering. Over the years we’ve learnt that it’s not something you just get right, but demands constant innovation and improvement. That’s what Height Cuisine is all about”, explains Edward Frost, commercial manager, South and East Africa.
And if you are in London during the Yuletide, take note of this: as one of the world’s commercial hubs, it’s not that surprising that London is also one of its great shopping capitals and few visitors leave without an indulgent memento or two, or maybe a lot more. What can be daunting is where to shop for what, given the sheer variety of retail real estate from Boxpark, the first pop-up mall, to the rich tailoring tradition of Saville Row.
Londoner and British Airways says that any Nigerians wanting to cash in on the New Year sales should definitely include Oxford Street on their itinerary. With more than 300 shops and designer outlets it’s sure to offer a bargain or two.
Kola Olayinka, British Airways Regional Commercial Manager West Africa, notes that top tip is not to overlook the side streets as these are often home to smaller shops stocking unexpected treasures.
Regent Street offers some well –known shops such as Hamleys and as well as good mid-priced fashion shopping for any Nigerians who is willing to shop for fashion during the yuletide period . The rejuvenated Covent Garden is a must-see for hip fashionistas. Technogeeks can lose themselves in the massive Apple store, while their trendy partners browse handmade jewellery.
Visitors with more extravagant budgets, those who just fancy a spot of envious window-shopping or chance celebrity spotting must try Bond Street and Mayfair. The purview of the particularly well-heeled, it is home to Burberry, Louis Vuitton and Tiffany & Co amongst others. Knightsbridge and Brompton Road also offer a variety of top brands and big-name fashion designers, as well as the famous department stores, Harrods and Harvey Nichols. Canary Wharf, better known as a business precinct, is also home to Canada Square with more than 200 shops. All the main high-street chains are represented as well as a number of designer stores.
For Nigerians who wants a mix of luxury brands, Westfield London offers a good mix of luxury brands such as Jimmy Choo, All Saints and Ted Baker alongside high-street fashion stores including Debenhams, Next and Marks & Spencer. There are also plenty of restaurants, bars and entertainment all under one roof, so it’s a good place to visit if time is an issue. Those with more time and an inclination to browse may prefer the Kings Road with its mix of trendy boutiques, one-off labels, designer shops and abundant cafes and eateries.
Carnaby Street, once the hub of swinging sixties fashion, is still a shoppers’ paradise today, with more than 150 brands and over 50 independent restaurants and bars. As well as a variety of independent boutiques, big brands and designer labels, the many pubs, bars and cafes offer plenty of opportunity to refuel or abandon exhausted partners.
Notting Hill is much more than just a movie location and is ideally suited to the quirky browser looking for an antique, books, vintage clothing or an unusual gift. The Portobello Road Market is well worth a visit. If you are into vintage or retro once-off pieces, Brick Lane in East London is another must see. It’s also a great place to soak up the edgy, cool sights and sounds of Shoreditch and explore its pop-up bars and restaurants.
“There really is something for every Nigerians, no matter your taste or budget. Everywhere is easily accessible by tube, but my final tip would be to avoid it at rush hour, particularly if you have been on a bit of a binge and have lots of bags”, says Olayinka.
