Just because the 777 is being used on MAD does in no way mean you will get longhaul perks (Pillow, blanket etc). This is Club Europe and just happens to be on a long haul aircraft. If you would have taken one of the other 6/7 other flights on an A320/321 this will be standard CE cabin. I think you've slightly missed the point on this whole 777 thing. As for the meal, yeah may not have been presented in the best way but MAD I believe are serving a substantial full meal compared to the rest of CE routes. All sounds good to me. My last flight LHR-MAD on 787-9 whilst only getting a panini I totally enjoyed being in CW cabin on this short hop. No IFE due to some European law but a couple of G&T's & Daily Mail meant a very nice way to move to MAD.
As for comparing it to LX / OS ?? Are you comparing it long haul ? Flying BA CW long haul would absolutely stand up with new bedding, pillows and catering.