I doubt there is much more they can do without increasing costs which would lead to fare increases. It's a case of liking what they have to offer or shop elsewhere I'm afraid.

I do look forward to the tie-up with IB/AA to see what that brings.....hopefully the AA chocolate/hot fudge nut sundaes* will become a feature on the BA menu.

* A certain BAEC member will cringe at that thought.