The "on that measure" clause relates to the fact that BOB sales are significantly higher than expected, and this manifests itself on flights returning to London, since they are only loaded on departure from LHR/LGW. If a lot is sold on the outbound then the return BOB stock is insufficient. Depending who you talk to, BOB sales are 20% or 30% more than expected.

Where BA or TourVest went wrong - in my view - is that they are paranoid about wastage. The sandwiches have to be sold that day, pretty much, and so they stocked very conservatively to minimise wasted food. Now I'm one of those who hates food waste, but in the early few months BA should have significantly overcatered, until they could work out the demand patterns.

To address your wider point: the anecdote of Twitter comments has to be set against the million of so passengers who fly BA every 5 days. I was on a 767 from EDI-LHR earlier this week, with 237 passengers on board, so nearly full. No Twitter comments that I could see, BOB finished in good time, no stock issues. Being a domestic there are alternative airlines and trains, 90% plus of passengers would have booked after BoB was introduced let alone announced. My guess is that some of those passengers miss the previous catering, some went CE, some are happy with BOB, but I speculate most couldn't care less one way or the other. BA's flights appear to be as full as ever.

I hope you are right, but realistically I would wager you a jumbo pack of Percy Pigs that BOB is here to stay. I don't see any evidence of them making any significant change in the next few (2!) months.