They're just not spending enough money. Both in terms of the actual cost of the food and the investment in better ovens.

BA's hard products may be less competitive with the competition these days and this will be even more so in a few years time. I think the hard products are pretty good and rather than investing in radical changes of it (which they aren't anyway) the money should be focussed on providing the best soft product out there.

BA's seemingly still trying to skimp it though.