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Brunchgate – aggressive BA service cuts resume

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We have been sceptical about the ‘£7bn investment programme’ from British Airways, because when we peered behind the curtain we struggled to see anything there.

Whilst replacing life-expired assets is, of course, ‘investment’, it isn’t the same as taking pro-active steps to improve the customer experience.

One example is the new, bigger overhead bins being installed on new short-haul aircraft deliveries. These are great, solving cabin baggage issues at a stroke. However, is BA spending money on retro-fitting them to its existing aircraft as many other airlines have done? No.

Brunchgate - aggressive BA service cuts resume

The biggest structural issue with the airline business is that most of your costs are fixed. Fuel costs are fixed. Aircraft leasing costs (or debt repayments) are fixed. Staff numbers are set by law and pay scales are fixed in the medium term. Whilst it seems petty to start attacking the in-flight food budget, it is one of very few levers to pull.

From 15th October, two new measures have been introduced. One is just crackpot. Both are cost cutting.

Breakfast …. for lunch

BA has introduced a brunch service to all long haul flights departing between 8.30am and 11.29am.

Whilst the logic here is obviously a bit crazy in theory …. passengers departing at 11am have almost certainly had breakfast in the lounge if not at home …. it is even crazier in practice.

Since food service cannot start until the aircraft is at cruising altitude, anyone at the back of Club World won’t be getting fed until around 1.30pm. Just the time for a cheap airline breakfast.

Even more bizarrely, the rest of the menu is unchanged. You get an appetiser. You get a dessert. You are offered wine with your meal.

I don’t know how many people have eggs on sourdough paired with wine, followed by a cheeseboard or chocolate tart, for breakfast at home ….

Brunchgate - aggressive BA service cuts resume

The new First Class menu

As an example, the 11.20am New York JFK flight was previously offering the following main course options in First Class for your post-take off meal:

  • grilled lamb rack
  • chicken wellington
  • grilled halibut and shrimp sauce
  • vegetarian kofta in korma sauce 

It now offers:

  • chicken / sausage / mushrooms / hash browns
  • prawn salad
  • poached egg on sourdough
  • pancakes

It’s even weirder when you see the full menu. This is what is now served in First Class if you depart before 11.29am:

  • amuse bouche (a cut from the previous selection of canapes)

followed by your choice of:

  • smoked salmon
  • roasted artichoke
  • butternut squash and coconut soup

followed by one of the breakfast dishes listed above, followed by:

  • chocolate tart
  • fresh fruit

followed by a cheeseboard.

Based on feedback from a friend of mine who spoke to the crew, not a single passenger on his flight in First had the pancakes and no-one in Club World had the waffles.

Brunchgate - aggressive BA service cuts resume

The new Club World menu

If you’re in business class, here is a typical brunch menu – it is actually called ‘The Great British Brunch’ on the menu.

A choice of appetisers from:

  • a fruit plate
  • smoked salmon
  • goat’s cheese and grilled artichoke
  • cheese and crackers

followed by

  • chicken / sausage / mushrooms / hash browns
  • cheese frittatta
  • Belgian waffles

followed by

  • chocolate marble slice (no alternatives)

followed by coffee and liqueurs.

It’s just weird.

The upside is that it will probably be scrapped before Christmas, so if you want to try it out I recommend you book now.

Interestingly, one person on Flyertalk who complained about his Club World brunch has been offered real money in compensation (well, a BA voucher, but near enough to cash). The amount was described as ‘generous’.

In a second article tomorrow we’ll look at the cuts to food service in Club World and First Class for flights departing after 9pm.

PS. Don’t forget that, if you are looking for good business class food, Qatar Airways has just introduced a caviar service on flights from many airports including London. This is on top of the existing meal service.

Qatar Airways introduces caviar in Business Class

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Comments (362)

This article is closed to new comments. Feel free to ask your question in the HfP forums.

  • NFH says:

    When I flew LCY-AGP in March in Club Europe, I wanted to avoid egg for breakfast. I can’t remember the option I chose to avoid egg, but the outcome was perfect. I had already had breakfast at home, and BA served me quite a sizeable chicken breast for “breakfast”, which was almost at lunchtime. So opposite to the above article, I received lunch for breakfast.

    • meta says:

      You haven’t read the article. Please go back and read it properly.

      • NFH says:

        I did read the article, which is about being served breakfast at lunchtime. I’m saying that, in contrast, I experienced lunch at what BA intended to be breakfast time, which was a good outcome. The scenario described above is a bad outcome.

        • TGLoyalty says:

          I think it’s more because this is about long haul and you’re comparing to short haul.

          Club Europe meals are pretty good in my experience.

  • David Smith says:

    I fly business class regularly.
    My secretary is under strict instructions not to book British Airways unless there is no viable alternative.
    B.A has just introduced a new business class suite to try and regain market share then they make crazy decisions like this which completely devalues the whole product.
    B.A needs to attract high margin business class travelers not give them a valid excuse to book with alternative carriers.

    • BA Flyer IHG Stayer says:

      ‘just introduced’??

      Club Suite has been around since the middle of 2019!

  • Luca says:

    Flew F to JFK in August on the 0820 and I thought the food then was crap. This is worse!

    • TGLoyalty says:

      Have you actually tried this?

      • Jon says:

        You seem obsessed with people having to try it. Plenty of us can tell it’s not what we want from an 11:30am flight. We don’t need to have had it. We know we don’t want pancakes. It’s not about the taste of pancakes. It’s the fact it’s pancakes. We can see that. It’s the menu. We don’t need to travel to know we don’t want it.

  • PB2 says:

    On a recent F flight, whilst waiting for the toilet shortly after takeoff (and for the crew to find some hand soap as the previous passenger had pointed out there was none present in the toilet…) one of the crew was quite loudly explaining to her colleague how she’d even forgotten how to serve the canapés. What a first impression…no pun intended.

    • BA Flyer IHG Stayer says:

      That’s what happens when you no longer have a dedicated crew that work in F on a very regular basis.

  • David Jones says:

    On BA283 LHR to LAX this morning which departs at 1010. Brunch menu being served with cheese and biscuits as a starter option, and omelette or pancakes as main meal main course options for an 11-hour flight… the cabin crew member serving me began by apologising for the menu.

  • Wayne Kerr says:

    a total mess every time … caused by those in waterside that have no idea … broken seats FILTHY washrooms … ridiculous targets … senior management need to take a look at this shambles … BA IS NOT SHORT OF MONEY … penny wise pound stupid … corporate greed now an everyday occurrence within BA … nothing premium anymore … oh Lord King what have they done !!!

  • Terence says:

    The only “meal” I have enjoyed on BA was a club Europe flight from IBZ to LCY. They served a brilliant afternoon tea. And it was really good. Wish they did that for long haul flights as the 2nd meal just before landing!

  • Davey11 says:

    Reminiscent of the days of CE food being a corner shop heated panini and the crew then offering around bread roll accompaniments!

This article is closed to new comments. Feel free to ask your question in the HfP forums.

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