I'm not all against BOB, and as others already wrote, costs for flights went down so massively in the last 20 years that buying a sandwich or a drink won't kill your budget. Just 10 years ago, a 199 CHF RT to a European city was considered to be a great deal. Before COVID-19, you could often have it for 99 CHF. Sure, if you actually need luggage, and want some other services that were included beforehand, it will be about the same costs, but - in true LCC style - if a random middle seat is all you want, your travel costs did went down rather heavily.

The problem with BOB is that LX thinks it's fine to charge Swiss prices (high) and then add some more..

https://issuu.com/swiss5/docs/swiss_...99918/63011350

Sandwich? That'll be 10.50 CHF (close to 10€)

90g of meat? Just hand over 15 CHF (14€)

250ml of Tomato juice? Just 5 CHF

Fancy a glas of white wine? Perfect, 11 CHF per 2dl.

Just compared their prices with Easyjet "Bistro". While they also rip you off if you pay in CHF, you're free to pay in € or - for the best rate in Pound - there and get much better deals.

Now yes, the Swiss market is more expensive, but they're flying both ways, and charging 50-100% more than any competitor does won't work well. It didn't worked for LX 1.0. Sure, flying now costs 1/3rd to 1/2 of what it was some 15-20 years ago, but I'm not entirely sure that people will enjoy grossly overpriced BOB food, even if their quality will be alright/good.

I've flown a lot with Air Asia in the past, and they wouldn't charge 2x for food when flying Ex-Singapore just because "Singaporeans can afford higher prices". And Singapore to it's neighbooring countries is even more a difference in costs of living (and everything attached to it) than CH to D, F, I, AT..

Charge reasonable prices, and BOB might work. With reasonable I'd think 10 CHF for a combo sandwich + drink. If LX (and LH) think they can charge restaurant prices, rather than upmarket supermarket prices (which is what Globus is) I can't see them being successful with it.