It's a a relatively common occurence not to get fed and watered on the Brussels route where there's normally only a crew of 2 to serve the whole economy cabin in just a few minutes. I haven't had the "start from the back" routine, but so far have had :

1. No meal deal because they ran out of food before reaching my row
2. No meal deal because they started from the front and ran out of time before reaching my row (I had been curtainated* on this fllight so was near the back)
3. No meal deal because they served the first couple of rows then had to sit down when it became a bit bumpy, never to return, despite us circling in the stack for half an hour in perfect smooth air.

so I look forward to several thousand miles being credited.....

Oh well, you probably wouldn't have got a meal there either.