This sounds like a great idea. It's also going to save BA a ton of money in catering costs if they have to offer less catering in the air.
Personally all I want to do when I get on the plane is to sleep. I only eat if I can't sleep, or if the sound of the trolley being wheeled past would keep me awake anyway.
Virgin have had the "snooze zone" concept for some time, but this sounds as if they're exentding it to the whole of J class.