I don't understand why Y in BA on those 11hr+ flights is so poor. For the BA crews on here, maybe they could enlighten us. My last QF flight in Y was to SIN and the service was indeed impressive for economy, and included hot towels, menus, ice creams, mid-flight snack kits, a choice of continental or full English breakfast before arrival etc. Maybe all this seems quite trivial, but after several long flights on BA, it seemed that longhaul Y was simply an endurance test! No, it's that BA chooses not to offer much more than the basics, not even menus. JAL are also very good in Y on their long sectors, and give 'mere' Y passengers a good service. Another good one is Singapore Airlines, who seem to be out in the cabin all the time.

Don't get me wrong, BA are a lot better than any American carrier, for example, and do well in Europe, but they do short change passengers on those ultra long flights, with the crews doing the minimum and the product being no more than a free drink and a hot meal. Would be interesting to see why.