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Is British Airways ending its brunch service?

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In an unsurprising move, we believe that British Airways has decided to roll back its much-maligned brunch service.

Our source believes that it will end in February.

There is already some respite this month because Christmas meal options have been added over the festive season.

Brunchgate - aggressive BA service cuts resume

It’s fair to say that the Press Office was sitting on the fence when we asked for confirmation:

We trialled our new brunch offering with customers during the summer and it received good customer feedback so we rolled it out across 24 flights.  We want our customers to be happy and we will listen carefully to their feedback on the changes.

We are still to meet someone involved in this mysterious trial. Let us know if it was you!

What happened with brunch?

Introduced on 15th October, the British Airways brunch service replaced the previous meal pattern which served breakfast on flights departing before 8:30am and lunch afterwards.

Breakfast was in effect extended under the new menu, with brunch served on all flights departing from 8:30am until 11.30am.

In reality, because a flight that pushes back from the terminal at 11:30am isn’t at cruise until an hour or so later (particularly at Heathrow, which is often congested), passengers were being served brunch well after midday. Those in the rear of very large Club World cabins might not get their brunch until 1:30pm – time, I think, when most people have moved on from eggs and bacon or waffles!

Brunchgate - aggressive BA service cuts resume

Whilst the brunch service didn’t exclusively serve breakfast items, it did lean heavily in that direction.

On an October flight from London to St Lucia, for example, you had a choice of smoked salmon, goats cheese and grilled artichoke or a cheeseboard for starters – the standard lunch options.

For the main course, it suddenly swapped to breakfast items. It was a choice between British mixed grill (chicken, pork sausage, mushrooms and hash browns); cheese frittata with baked beans, potato hash, mushrooms and four cheese sauce; or belgian waffles with chocolate sauce and custard.

The rest of the menu was unchanged. Brunch came with a standard dessert and the full wine menu was available. Because who doesn’t have wine with breakfast?

Brunch gets a hard landing

As you can imagine, the new brunch menu went down like a lead balloon. I suspect most people would agree that breakfast is normally the least exciting meal to be served on a plane. Often there is little room for variety, with a heavy focus (as above) on eggs, potatoes, sausage and/or bacon.

(HfP policy is that we avoid reviewing flights which only have a breakfast service if we can because it gives the airline little room to shine.)

Brunchgate - aggressive BA service cuts resume

The thought of extending what is effectively a breakfast service in all but name beyond midday did not thrill customers.

The press coverage, both on Head for Points but also nationally in The Times and The Telegaph amongst others was overwhelmingly negative. The Times dedicated virtually the whole of page 3 of the print edition on 29th October to the story and we were told it was the most read article on their website that day.

HfP guest writer Oliver Ranson crunched the numbers and realised that the 11:29am cut-off affected 25% of First Class seats and just over 20% of Club World seats, concluding that 20% was BA’s “magic number” when it came to what were presumably cost-saving measures.

What was particularly perplexing about the changes is that British Airways has been touting a £7 billion investment in its customer experience. Whilst the lions’ share of the budget will be spent on new aircraft and IT, BA was also investing in new Club Europe cabins, onboard wifi, new lounges and a new First Class.

It was unclear how the new brunch menu fit into the narrative of an airline moving back upmarket after a decade of cuts in the 2010s under the previous CEOs.

This is despite the fact that BA parent IAG posted an operating profit of €2 billion in the third quarter alone. As a shareholder, I’m delighted. As a passenger? Less so.

British Airways acknowledges the problem

It didn’t take long for the cracks to emerge.

As we reported a week after our original article highlighting the changes, British Airways began offering customers that complained about the new meal service up to £150 in vouchers in compensation.

Given that the cost saving to BA of serving you brunch instead of lunch was likely to be under £2, offering up to £150 in compensation wasn’t going to be sustainable (not everyone gets this much – some are offered £100, some receive Avios).

Anyway …. assuming that our information is correct – and there hasn’t yet been an internal memo on the rumoured changes – normal service may resume from the February 2025 menu switch. Let’s see.


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Comments (142)

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

  • Boo-boo Bear says:

    I think the whole meal and drink thing is excessive & overrated at times. These vloggers who stuff their faces and drink everything on offer to ensure they get value for money are definitely heading into DVT territory.

    Personally airlines should be looking at reduced fares and offer comfort over food. A bed for overnight long haul but daytime westbound PE is ideal with a few sandwiches and a glass of vino usually sufficient for most.

    Merry Xmas

    • JDB says:

      You can add to the TLAs, OCD and OTT.

    • FlyingTayto says:

      The food aspect is a minimal amount of the fare you pay.

    • BA Flyer IHG Stayer says:

      Ok you do you.

      Many want to be fed properly on a plane especially if I’m paying for business class.

      And if an airline did cut back the food the saving is miniscule when seen as part of the entire fare. You’d hardly notice it if they did.

      You’d be surprised at how little airlines pay for food and drink even in Business and F. They aren’t paying retail prices for a start. And alcohol served once in the air is free of excise taxes – which is a good proportion of the retail price. That plus bulk deals further reduced the price

  • Alex Sm says:

    “ Because who doesn’t have wine with breakfast?”

    Austrians and Hungarians do! 🇦🇹🇭🇺🍾

    • Londonsteve says:

      I take it you mean sekt/pezsgo? A delightful aspect of a good breakfast in that part of the world.

    • Greenpen says:

      I have been in. French cafe in the countryside at 6 in the morning and a significant number of men were having an early morning glass of red!

      • Londonsteve says:

        That’s nothing, a significant number of men in the Hungarian countryside will start their day at 6am with a shot or two of the local firewater, aka palinka which is a fruit brandy, very similar to Austrian schnapps. In fact, there’s even a greeting to this effect, wishing someone a ‘palinka filled good morning’, or something to that effect, although the fur clad elderly lady waiting at a bus stop in Budapest might understandably raise her eyebrows if you deployed this in the capital.

    • Wally1976 says:

      Rhys has clearly never been to Wetherspoons at 8am either 🤣

    • Chris Jones says:

      Austrians have also beer with breakfast

  • Chris Parkinson says:

    I was served the Great British Beunch in Club World and it was disgusting. The staff were embarrassed to serve something so poor in a premium cabin. I cant imagine Emirates, Singapore airlines, Virgin, or any other reputable airline serving such rubbish food to their Business and First Class customers. It was a disgrace.

    • RC says:

      It may explain why BA’s Calum Laming doesn’t work for any of those airlines.
      All hot air and no delivery: almost everything promised at the customer event last year has not been delivered or cut back. I’d go so far as to say under his watch BA has gone backwards after the brunch and supper fiasco. Shareholders should be asking questions about what he’s paid to do.

      • George says:

        IAG’s share price is up almost 90% since the end of last year so they’re probably quite happy

  • Lady London says:

    I could live with brunch if only airlines would tell the truth and stop lying to us.

    if I see ‘enhancement’ or ‘customer feedback made us do this’ or ‘we have ten times more award seats now’ or ‘we have made award seat prices cheaper on average’ ….with the last 2 proud statementsnot referring to seats on a route/month anyone wants as the numbrr of those offered is now zero or cost 6x more….)….

    Hi BA, Hi Shai, Please just be truthful and stop this PR whitewashing, we are more understanding than you think.

    • NorthernLass says:

      Exactly this. If people have got the brains to earn the cash and points to pay for premium cabins, they know BS when they see it!!

      • Thomas says:

        I own 6 donkeys. Donkeys love carrots. You put the largest carrot or the smallest carrot in their bucket. The moment you shake it, they all come running!!! I guess BA is just shaking the bucket with ever smaller carrots, yet still people come running!

      • Scott says:

        They might know things are BS, but they keep paying for it, and perhaps in BA’s eyes, this is telling them that the customer is more than happy with things.

        Put the prices up 20%, CW is full.

        Provide one of the worst booking apps – people keep trying again and again until
        BA take their money

        Trim this and that, “take my money!”

        As long as there are bums on seats, especially in the premium cabins, BA don’t
        need to worry too much

        • NorthernLass says:

          Yes but there has been such an outcry over Brunch/Suppergate, these are apparently being abandoned, so they can’t be that complacent.

  • Spaghetti Town says:

    Are you an IAG shareholder then rhys? Some better investments out there i would say 😉

  • FlCL says:

    Recently club suite flew to HK – didn’t drink anything but sparkling water, and said no to all the meals and instead used the opportunity of missing bad food for a long fast instead.
    Have been trialing this on off for all my long haul flights now and I’ve never felt better getting off the flight and getting some actually good food when I landed let alone actually getting proper (not alcohol induced) sleep.
    The amount of alcohol some people glug down for the sake of “making up for the price” is just a recipe for arriving tired a lot of times.

    • jM says:

      Speaking to my contact at BA they confirmed it was being withdrawn in the new year as it had been a customer catastrophe.

  • Andrew says:

    Just flew the A380 21:15 CW LHR-JNB on the 13th and there was nothing Christmassy about the food in the slightest; and as expected, a limited selection.

  • jamestg86 says:

    But why, oh why, do you keep flying with them?

    As an angry, mid 40’s, Manchester based flyer, I’m fascinated by how completely thick as pig excrement people are, in terms of where they spend their dosh.

    I’m lucky enough, like Rhys, to be gifted Gold. And I still take Jet2 every time over BA. And I’ll gladly take Ryanair and Easyjet over them too.

    The only time BA comes in handy is when they screw up (at least 1 in 2 times if you live up north), but you’ll get your compo fairly quick and luggage claims etc. Other than that, they’re complete trash, and the buffoons on FlyerTalk who praise everything, are absolutely deluded.

    If Tesco started selling you gone off food, would you return?

    If Argos started delivering a substandard product, would you keep going back?

    But you weirdoes all keep going back to BA…

    • John says:

      In over two hundred flights with BA the worst thing that has happened to me is that someone forgot to bring me a drink that I didn’t want anyway.

    • RC says:

      Jet2’s customer services leaves BA dead in the water.
      Not only that: their pre-order meals are better than the BA ‘great British*’ brunch offerings.
      Is Calum Laming the next Vasu Raja?

      • Londonsteve says:

        I’ve never flown with them but only ever heard positive things about Jet2. It takes quite some doing to develop a reputation that’s so positive from the majority of customers in an era of wafer thin margins and general corporate cynicism. Chapeau to Jet2, I’d love to try them one day.

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

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