Brunchgate – aggressive BA service cuts resume

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.

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 ….

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.

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.

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