Originally published on businesstraveller.com 14/09/2009   RSS

British Airways is understood to have chosen London’s Roast restaurant as bespoke caterers for its new London City-JFK flights.

Roast will be familiar to many of the service’s prospective passengers, as it is situated within Borough Market, a favourite shopping location for City workers and the capital’s food lovers. Roast specialises in classic British fare using seasonal produce sourced from within the UK.

Appointing a restaurant to cater for the all-business class flights, which commence on September 29, is a break with tradition for British Airways. A BA spokesman declined to confirm or deny Roast’s appointment, but admitted that special catering had been agreed for the venture.

“We are trying to reflect the premium nature of the service,” he said. “There’s nothing wrong with what we have in Club World, but the London City service is being positioned between Club World and First Class.

“Given that we are charging 10 per cent above our fares at Heathrow, we want to give this service that extra special touch, which is why we are looking at partnering with someone that can deliver an enhanced product.”

The JFK flights, which will be operated by a new Airbus A318 with only 32 seats, will be sold under the Club World London City brand to differentiate them from the regular BA premium cabin. Unlike Club World, seats onboard the A318 will all face forwards and the entertainment system will be via portable DVD players.

For more information visit ba.com.

Report by Gary Noakes