Today is the end of an era at BA, complimentary drinks and food are history now. As from this morning, if you’re flying BA, you’ll have to pay for drinks and food. Flag carrier ends its complementary food service on short haul routes and teams up with Marks & Spencer to sell ‘the best food in the sky’

And the media is full of details: “Final call for a free G&T: BA starts charging for food and drink in short-haul economy” (

I love airline food. From the soggiest bacon sandwich on a EasyJet flight, to the grandest culinary fest (which is not really that grand anymore) when I flew business.

Since my first flight back in ’80s, I find it all thrilling and delicious, an important part of the flying experience. When I’m at home I am more a gourmand than a gourmet, but at 10,000 feet, I genuinely enjoy and analyse all flavours even hot, salty and brownish-yellow. When you’re flying, the food is an event, and the ritual of unwrapping and discovering what’s for dinner is one of the highlights of my every flights

The slogan “The World’s Favourite Airline” was introduced in 1989 with the launch of the iconic “Face” advertisement. Today the “Face” can be replace with the image of a cold sandwich.

The airline has signed a deal with M&S that will see it replace free meals on flights of less than five hours and join no-frills rivals such as Ryanair and EasyJet in charging for sandwiches, crisps and drinks. Previously, economy class passengers could expect a small snack, such as a bacon sandwich, and a complimentary drink. Was not a lot but still gave BA the chance to make a difference on the UK market. I still remember the banners in Gatwick airport when BA started to give space to EasyJet and Norwegian: “Have a drink is on us!”, “Have a snack is on us!” or the proud announcement of the stewardess: “Shortly we will start the on-board service offering complimentary drinks and food to all our passengers!” Not anymore!

The first blow to British Airways standards was in 2005 when Willie Walsh, managing director of Aer Lingus and a former pilot, became the chief executive officer of British Airways. That was the starting point of major changes which affected the quality of on-board and on the ground services. BA started to lose the love of the nation but still was flying the flag successfully. Even under Walsh management BA carry on to distinguished itself from its budget rivals by including meals in ticket prices. But was just the quiet before the storm. The nail in the coffin was the appointment of Alex Cruz as British Airways chief executive, having previously run its low-cost Spanish sister airline Vueling. Is the moment when British Airways passed the PNR (the point of no return).


Willie Walsh

In 2016 I was flying British Airways at least 20 times, both long and short haul, mostly in Club Europe (Business) and couple of times in Euro Traveller (Economy). Was easy to see, from a flight to another, how the “low-cost style” changes were replacing the old BA experience: mediocre quality of food, deteriorated enthusiasm of the crew, hectic “train station waiting room” atmosphere in the lounges and poor service on the ground.

Cruz’s boss, Willie Walsh, the chief executive of IAG, recently told media that he was an admirer of low-cost, long-haul operator Norwegian, which charges transatlantic passengers £28 for a pre-ordered meal service or £10-11 for fresh food from the trolley. “There appears to be consumer acceptance of that … that if you want a meal on a long-haul flight, you’re going to have to pay for it. We’ll see what happens.”

So, no surprises about the new hit in BA’s image and popularity! Charging for meals would remove one of the last on-board differences between BA and its budget rivals, as has already added charges for checking in bags, brought in under the guise of discounts for hand-luggage-only fares. How low BA can go? Don’t relax too much if you have plans to fly long-haul with BA in the future. You may not be immune to the developments. A new “enhanced meal” option on long-haul flights has recently been introduced by BA, where passengers pre-pay for a menu of their choice.

Recently a BA spokesman said: “We are constantly reviewing every element of the experience our customers receive, including the in-flight catering, to ensure we’re delivering what they want. Everything we do is with our customers in mind and we will make changes that reflect their feedback.” Even Mr. Cruz declared that “We know our customers expect a great experience with British Airways”. To be honest I think in my 20+ flights last year I missed Mr Cruz’s survey or I misplace the email sent with the other 1001 electronic information by BA in my Silver Member account.  Come on guys, grow up: they don’t care about the paying passengers and their needs. With their background they just make BA an air carrier from A to B, profitable for the big guys and where “customer experience” doesn’t fit. And doesn’t matter either. My recent feedback about a Club Europe flight to Genoa was “low cost” ignored. “To Fly, To Ignore” is the new motto, or maybe “To Fly, to Sell”?

Speaking to media when he launched the “buy on board” range, Mr Cruz rejected the suggestion that BA was turning into EasyJet. “Absolutely we’re not,” Cruz said. “There are millions of other things that BA has to offer that EasyJet will never be able to offer. Things related to loyalty and the service we provide, the lounges, the generous hand-baggage allowances we have, etc.” A spokesperson for Ryanair said: “Given you can fly from London Stansted to Bucharest for the same price as a posh BA sarnie, this is just another good reason to fly Ryanair.” And this is just the beginning.


Alex Cruz

Experts predicted last night that the move by the UK’s biggest airline would anger loyal customers who are used to complimentary food and drink on all its flights. And if you need some fun tonight just read the comments on social media.

Mr Cruz added in his statement that while cost was a factor, choice and quality was the main reason – and also reducing the amount of food thrown away (or given away if non-perishable) at the end of flights as the new mode allows BA to match supply to demand. When asked if the move would lead to lower air fares, he replied that the airline was already offering ”very cheap” tickets in short haul services. Really?????

I just check now ( 13.1.2017, 09.05) some prices (


London – Madrid / 1.02 – 8.02 / Economy Class / 1 passenger

Airline combinations £90

Norwegian £99I

beria £132

Ryanair £134

British Airways £140

EasyJet £141


Interesting result! No comments!

Here is what BA and M&S was offering to economy class flyers (


Greek style natural yogurt with summer berry compote and granola (£1.95)

Classic fruit salad with pineapple, melon, mango, apple, kiwi and blueberries (£3.10)

Hot bacon roll with pork from British farmers (£4.75)

Hot tomato and mozzarella focaccia (£4.75).

Lunchtime and evening

Aberdeen Angus beef and red onion chutney bloomer (£4.75)

Classic cheese ploughman’s with nine-month aged farmhouse mature cheddar and vine ripened tomatoes, pickle and mixed salad (£3)

Spiced chicken with quinoa and rice salad (£4.95)


Nut assortment of almonds, brazils, cashews and hazelnuts (£1.60)

Wasabi peas (£1.60)

Salted cashews (£1.60)

Oriental snack mix (£2)

Super fruit, nut and seed flapjacks (£1.45)

Salt & vinegar and lightly salted hand-cut crisps (both £1)


Salted caramel hazelnut millionaire bar (£1.45)

Grab-bag sized milk chocolate covered popping popcorn and pretzels (£2.45)

Mini oat biscuits (£1.10)

Swiss milk chocolate mountain bar (£1.70)

Percy Pigs (£1.80)

The Whippy One (£1)

If you check the prices in stores you will realise that will be a ”small premium” to cover the cost of security and getting the food to the aircraft: for example, the £3 cheese ploughman’s typically retails at £2.60 in M&S stores, Percy Pigs are £1.60, though the beef bloomer is the same price. So, as a suggestion, stop and by before fly!

Passengers will also have to pay for beverages such as alcohol, tea, coffee and soft drinks, though these will not be supplied by M&S. Alcoholic drinks will cost from £4 and soft drinks from £1.50. Menu choices – which will be refreshed every three months and include seasonal changes – will also feature vegetarian, gluten-free and healthy options, with food aimed at children in the pipeline.

Cash will not be accepted on board, however, with payment by debit or credit card, contactless or chip and pin. So, if you have only cash, again, as a suggestion, stop and by before fly!

And finally, while the competitors offer duty free and flights, in an aviation industry first, passengers will be able to pay with their BA Avios frequent flier points via their smartphones. A passenger on an off-peak, short-haul flight with a “fare” of 4,000 Avios will spend more than half as many points again by buying a sandwich, a fruit salad with yoghurt and a G&T on board. I am more relaxed now…. for my future Avios… if I will get any.

However, you still have a chance to enjoy the old BA: the new menu started today for passengers flying from Heathrow and Gatwick, while anyone departing from Stansted or London City will still get a snack free of charge until summer 2017.

If you thought you knew the world’s favourite airline, think again. AirHelp ( have revealed at the end of last year, their best and worst performers in the sky. The quality and service scores come from Skytrax ( , which is a robust auditor, so those scores hold up well. And surprise, surprise: Virgin Atlantic is the only British carrier to win a top 10 placing – they’re at number six between KLM and Air Baltic why British Airways got only a number 14 behind Finnair and Air France.

After reading the online reviews I started to think very serious about my travelling plans for 2017. I already booked 3 tickets in Club Europe with BA: Naples, Dubai and Bucharest I can’t wait to see the “improvements” promised by British Airways. But for the rest of the year…

Food on a flight is a kind of punctuation. It’s like a cocktail hour, petits fours after pudding, or a old cognac after dinner. It’s a ritual that helps me to fantasise that I’m somehow still connected to the golden age of aviation with big trolleys and carving the meat at your seat. In-flight dinners allow me to maintain the idea that there’s still something glamorous about being on a plane.

I’m sure that cutting meals will save money, but for passengers it will make journeys slightly less exciting than getting Eurostar, a ferry or a coach. At least on the bus you get extra legroom, no grumpy stewardesses thinking at how much their job chanced and a more interesting view.



~ by Leonard69 on January 11, 2017.


  1. Len, great “vivisection” of the topic!! …’re a doctor after all!! 🙂 Well done!

  2. Hi Floren..of course…here is my email address .

  3. On the 3 flights that I have booked with them over the coming year, BA have actually been the cheapest by at least £20 return on a flight to Murcia. So they are not always as expensive as you think.

  4. I’ve been seeing big changes within B.A. and all lastest changes and new ideas, big changes are only filling the pockets of a few at the very top.. big bonus… the reality ..staff and passenger are no important .. even the cabin crew are now expected to pay for their own coffee on board and fill somebody else pocket on the way.. sad times

  5. It’s only in Euro Traveller, of course… the addition of food to purchase is a big bonus but abandoning complimentary drinks is something of a loss. Wouldn’t be surprised if we seen, a few months down the line, a compromise – and the return of free drinks alongside the food for sale.

  6. Apparently BA brought in paid for food to give passengers more choice. Yesterday when I boarded the plane in Faro they had ran out of food to sell. So my “choice” of food was…. Nothing. Amazing service indeed. BA has become the choice of airline if it’s the cheapest (and you take a picnic on board with you).

  7. And you should know, you were after all cabin crew yourself for BA..what happened?

    • Hi David, thank you for your message! Regarding to your question I decided to “get a life”. Nowadays I am just a Silver Card customer, paying for my flights and still hurts to see my old airline going down and my former colleagues suffering because of this “run for cash” attitude. Is amazing if you read all the comments on social media from people with and without uniform. And I think that if, a cabin crew ignore the risk of making public his/her opinion public, that means that the only value left to BA is the cabin crew community. On the other hand is amazing the OFFICE abusive reaction (hidden under various nicknames). I thought that “constructive feedback” is part of the airline culture. And at the end of the day I am just a passenger with a blog nothing more…of course with 5000 hits/day…but still not a giant with feet of clay. And if you are interested in my career with BA I am sure that you will find in the office my resignation and the entire story.

  8. As a frequent long-haul flyer, I abandoned BA many years ago. High prices, (especially on Business Class) mediocre and often rude and sloppy service, lousy food, old-fashioned cabins, institutionally bland and lazy film choices (often themed with some spurious ‘Best Of British’ nonsense). They have a sense of entitlement which is no longer merited. They will hopefully one day wake up and find that ‘what you reap, you sow’ – but I doubt it.

  9. My family have been employees of BEA, BOAC & BA for over 50 years. Over 20 family members proud to have worked for a flag carrying, quality airline. Today’s execution, of what many people will see as nothing more than a cost cutting exercise, is the final nail in the coffin that will put BA six feet under with rest of drone airlines. Gone are the days of consistent customer service, both ground and air. Charging for meals and drinks is ugly. There is said it, UGLY. This single decision takes away the shine and the comfort associated with BA. Lord King and Colin Marshall must be turning in their graves at this money making exercise. Admittedly ‘Green tax’ on air travel is the single largest stealth tax ever passed, however, this terrible decision is an in house one and probably the single most scratch in the BA glossy paint work. (Great article by her way)

    • OMG Peter thank YOU so much for your message. Is people like you who created the brand and deserve all respect. THANK YOU!

    • While I also lament the falling standards of Britains once-market-leading ‘flag’ carrier, sometimes consumers have to look at their own behaviour. I am unabashed about my quest for the cheapest fare to get from one point to another at reasonable comfort. That means on short haul flights I often fly easyjet or ryanair, both of which don’t offer free food or drinks. People usually have a choice when booking flights, so at the end of the day this is all about customer behaviour/preferences… Do you want premium service for a premium fare, or cheaper fares for a basic service? The success of low cost airlines suggest most people opt for the latter. I would say the equation is different for longer flights, so BA’s service cuts on long haul and to premium classes are a different matter!

  10. I think Mr Cruz should get the boot

    Has his salary reflected a cut as well?

    • I have always gone to Europe via BA. Not so much in 2017 and after.

      I think it is absolutely disgusting how Mr Cruz and the “big shots” always put the almighty dollar ahead of their customers.
      I hope BA takes a hugh hit on travelers choosing other airlines for their travel.

      How big a bonus did Mr Cruz get for coming up with the new plan?

  11. Len, a well put together article, which is sadly accurate.
    Cruz & co. care not a jot about this great British Airline. It’s all about share price and bonuses for the ‘boys at the top’. Great damage will be done during his tenure, which is unlikely to last more than 4-5 years. Will he care? Of course not!
    It is indeed a great shame. Not just for BA’s loyal customers, but also for BA’s loyal employees who are still proud to work for BA, but no longer have tools with which to do their jobs.

  12. Flying yesterday, the onboard payment kiosk was unable to accept Bank of America credit cards, as I wanted the elderly couple in front of me have nothing to drink because cash was not accepted, BA and the leadership should be ashamed of themselves, the only water they were able to get was from the “Tank” i.e. The toilet, the crew were unapologetic, and downright rude to the couple, I ended up buying them some bottle water so they would not get legionaries bacteria from the tank water. Last time I will ever fly BA.

    $700 for a economy ticket and I had to pay for a coke. FU BA

    • It is INHUMANE for cabin crew to deny this couple something as simple as non-cootie water.

  13. Totally agree with this, this move a terrible one for BA and I myself and many people I know are now avoiding BA.

    I’m desperately using up my Avios to get away from them and am going to move my loyalty over to Skywards.

    From now on my future trips are being booked with easyJet and Norweigan who offer much cheaper flight, with imo better service and a wider and cheaper range of BoB.

  14. You hit the nail fair and squarely on the head

  15. surf Casting


  16. the 3 flights that I have booked with them over the coming year

  17. […] not a favorite, such as when BA followed in the discount airlines path and started charging for in-flight meals. So the key is simple – stick to the truth, and avoid the hyperbole. Customers who value […]

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