The obvious answer is something like a brunch option but these weren't entirely popular either on the LHR-JFK early flights. They worked on TLV-LHR in First, when that was operating, however. I must admit I would have been fine with breakfast on that service, since I wouldn't have eaten before the early start. My recent SEZ-LHR was scheduled for 09:00 and left a bit early, I was expecting breakfast and was surprised to get lunch at around 09:40. I left the hotel at 07:00 and that would have been later than most passengers.