I can understand the desire / need for BA to cut costs given where they find themselves. That said, it’s a bit of a chicken & egg scenario - have a terrible offering and you’ll risk losing passengers to competitors, have a decent offering and you risk spending money with no return as not enough are flying.
Personally I think the current European offering is ok. I’m not saying it’s great but it’s ok. But long haul they need to look at what AA etc are doing and replicate and if that means forcing people to pre order meals 24hrs (maybe 48hrs) in advance then I think that’s be a good move