When BD got rid of the meal deals for Golds and went 100% BOB, I stopped flying them in all but exceptional circumstances. But I think this could be good if it's about expanding choice (and ancillary revenues for BA) rather than killing off the basic offering.

If I can be guaranteed a "free" G&T and a Dorman's snack bag on Domestic/ET routes still AND have the choice to buy something more substantial then I'd be very happy with that and there are times I’d buy stuff. Provided BA keep CE too and offer the options to upsell like now, I am also happy - again, it's about choice. There certainly are people (and I am one of them) often willing to pay for the space/improved service/extra TPs as a whole 'package'. I fail to see how (at LGW especially because they already run minimum crew so it’s not like you save money closing CE and taking a crew member off) this cannot make money when there are people willing to pay the 80 quid or whatever POUG prices even on an AMS.

I think BA should get much bolder with technology here too – why not offer some BOB options in MMB? As they do with luggage allowances – pre-order online for a discount, but then BA could also cater with minimal waste? That would apply even more to premium cabins – let people pre-order online from the menu or in the lounge (+ carry some degree of slack for last minute pax/mind changers) and only load what people want rather than having stuff go to waste.

And they can go further too leveraging MMB or the mobile apps – when you check in or get your BP on the mobile app, ask if people want to add a meal and pay for it in 5000 BA miles or whatever…

There is surely scope for BA to get clever here and offer both choice and differentiation from the horrid bottom-of-the-barrel LCC world, rather than joining it…