Having flown many airlines, I wonder why BA likes to keep some of its service expectations a bit of a secret from passengers, particularly very long flights in Y.
Similarly, are menus in F and J really needed? How much is wasted? Why not have digital menus loaded onto the inflight entertainment?

I ask this question after two recent flights, one in J and one in Y. Yet again, the crew apologised for the fact the wines on the printed Club World menu had not been loaded. The choice of starters had also been changed since the printing of the menu. A waste of paper and time.

On a flight from Singapore to London (and woe is me for travelling BA Y on such a long flight), the crew had to repeat the menu to every row of passenger. Some crew announce the menu on the PA system, but good luck if you can hear their mumbles. Also, I heard a number of passengers moaning about how long the crew disappear for on such flights. Will breakfast start 2 hours before landing or will the crew be inconsistent and rush breakfast within an hour and 15 minutes?

BA offers a good product all in all but its inconsistent on board long haul service goes against it. Other airlines manage expectations, including through the entertainment system, which includes indications of when the cabin crew should be offering a service.