I do agree that BA need to be careful here. They are a full service carrier but you could argue that Easyjet provides the “fuller” service on board from sandwiches and snacks to hot food whereas BA offer no choice.

Maybe it is wishful thinking but BA could continue with the catering they have but if you want something else, they also offer BOB. To me, that would make BA a more credible competitor to the low cost carriers, competing on service as well as price.

Having written that, I agree with Littlegirl in that there is already evidence that BA are responding and don’t really cater to give great service to the price sensitive, infrequent traveller.

Even if they want to pay to reserve a seat, a customer without status on BA cannot choose a seat near the front because they are reserved for Golds– they can on Easyjet. As a less frequent flyer they are unlikely to know that the seating opens up nearer the day of the flight so will be stuck further back.

No priority boarding on BA without status – you can pay for it on Easyjet.

If you have status, you can eat and drink in the lounge before the flight. Without status you will get what is served to you but on Easyjet you can choose from a menu and get food and drink you might actually want during the flight.

Although you’ve had to pay for all of these things on Easyjet, I suspect it could “feel” more full service than BA for a non-status customer.

A problem for BA if they remove catering completely and go down the BOB route is that it’s not good for us status passengers if we are connecting at LHR and don’t have time to eat in the lounges and not in CE.