British Airways’ CEO Alex Cruz has no regret over cutting free food and drink from economy class on shorthaul flights. None at all.
In an interview earlier this week, he claimed that negative passenger reaction “didn’t surprise me at all,” and added:
If you have a perception that you are getting something for free, however bad quality or no-choice it is, if you’re taking something away there’s a reaction.
Bad quality or no-choice? That’s really a stinging indictment against the (formerly complimentary) food in British Airways economy class. As I recall, it wasn’t that bad. Cruz continued:
There are very, very, very, very few seats left in Europe that provide you with something for free….
It was difficult at the beginning as a consequence of this change, but we’re very pleased where we are.
He’s pleased because British Airways customer satisfaction is higher than it was two years ago when free food was still on offer. That’s also a dangerous assumption considering how low satisfaction scores were during that time. And no, I did not add any extra “very” to the quote above…
An unnamed BA executive told the UK Daily Mail:
It is simply no longer popular with passengers because you are giving them something they do not necessarily want and which they take for granted and no longer appreciate anyway.
I don’t know about you, but this seems like a great case of post hoc justification. In reality, though, I’m not sure that passengers took the food for granted or did not appreciate it. I certainly appreciated a complimentary English breakfast on domestic flights. I also appreciated even little snacks like a croissant with orange juice on most short-haul flights within Europe.
CONCLUSION
I suppose I understand why Cruz is taking a victory lap. His airline is profitable and customers have grown accustomed to paying for food and drink onboard. But the logic that this was a necessary step is really absurd considering full-service airlines like Air France, Austrian,KLM, Lufthansa, and SWISS (to name just a few) still offer complimentary food and drink to economy class passengers on flights within Europe.
> Read More: The Death of the English Breakfast on British Airways’ Domestic Flights
image: British Airways
I think it was a smart move personally. The food service previously was a waste. In every row I was in it was common to see people refuse it, it lacked decent choice and it necessarily came with a lot of resource wasting accoutrement.
With buy on board, I choose exactly what I want (within the range offered, which is not bad). It’s better quality and doesn’t come on a tray with silly miniaturised dinner set. You can pay for it using Avios – which as long as you’re not on a reward flight is actually being topped up as you eat due to the flight you’re on earning more. If you’re careful, you can still eat for ‘free’.
Profits remain unaffected, waste eliminated. It doesn’t surprise me at all that customer satisfaction has remained unaffected. If I was CEO, I would be pleased too!
Not true
The only thing that most people were really up in arms about at the time were the missing gin and tonics and/or the small bottle of wine (or maybe just maybe a cup of tea). No-one cared about the ham/cheese roll. Anyway Cruz is right – much as it pains me to say it – those of us who use BA shortfall frequently have forgotten them already.
This is pretty much how you destroy the luxury brand. he has no idea what he’s talking about as most people are annoyed they’re not even getting free water on board, which probably should be a must have requirement
What’s disgusting about BA is that you can’t even get hot water for tea. You can’t even get a non-alcoholic drink for free. You can’t even get a free checked bag on basic economy tickets even though you’re a OW sapphire elite. They have devalued their product and disgraced their airline which once used to be the pride of the empire, and this CEO is at the center of this.
I’ve _never_ in forty years of flying, had a decent cup of tea from any airline, so that’s no loss. I still hate having to pay extra for everything.
I no longer use BA if I can help it.
Even paying for everything BA used to provide Easyjet is far far cheaper and I arrive at my destination just the same, only on a different coloured aircraft.
BA is now, short haul, a budget airline without budget prices.
You do the maths.
Quote: “But the logic that this was a necessary step is really absurd considering full-service airlines like Air France, Austrian,KLM, Lufthansa, and SWISS (to name just a few) still offer complimentary food and drink to economy class passengers on flights within Europe.”
All of those airlines you mention have posted losses for Q1 and are in worse financial shape vs BA. I, too, lament the decline of airlines in general and BA in particular. But those were different times and won’t come back, ever.
I harbor a fair amount of resentment against Cruz, and British Airways as he’s remade it into a LCC. Heathrow can already be a nightmare to transit. Making things intentionally worse for the customer just because they can already makes me avoid BA pretty strenuously. Bragging about Bonvoying the customers makes it even worse.
The small meal and a newspaper are the delights of the journey. A small reward for choosing an elegant airline a t greater expense.
Unpopular opinion here, I didn’t enjoy the free meals on short haul flights before anyway. At least now I have the option to purchase higher quality food if I wanted to. I do disagree with BA doing away with non alcoholic drinks though :/
Happy to offer BA my thoughts on a new strapline – BA – budget airline service at premium airline prices.
As a past upper tier Executive Club member, I now choose to fly ABBA (anyone but BA)
I have no desire to eat on a short haul flight. There are much better ways to do this on the ground.
The first picture: looking out of the window, am I to assume they’re ditching in the water?! 🙂
If the quality sucks as it does in almost every class of their service (though there have been some recent improvements in business class inter Europe) than don’t bother putting bad products on board that people hate anyway
But then folks can just by and fly elsewhere too as there is little differentiation amongst their competition in their cramped cabins so folks cn buy by price and schedule on whoever
I like KLM better
I had a flight delayed on tarmac for more than 3 hours, and than it landed instead on Heathrow in Newcastle.
The crew was able to serve some drinks and crisps but that’s all. We have been in the plane for at least 6 hrs for a journey departing Frankfurt.
The reason for not serving food was that it belongs to M&S, so even though the crew was exceptional the flight was a nightmare.
Now I use Lufthansa, not a big deal because of a sandwich and some tea, is not really free. End of the day we pay a fare so if Lufthansa can do it so BA can. Charge for alcohol but not for a tea.
In what way is something you have paid for as part of the ticket price “free”? It was never free, it was an inclusive part of the contract formed when you bought a ticket. If it was free we’d all be able to roll up to the airport and get an airline meal without flying anywhere or buying a ticket. BA’s in-flight meals used to be included in the ticket price. They devalued that part of the offer, as they have so many other parts.
Just got back from Cyprus ,not impressed at all with British Airways .in all the years I have been traveling to Cyprus this flight was the worst ,5 hour flight ,seats with no leg room ,chairs that no longer recline, single isle plane and toilets you can barely use they are so small (having been moved into the tail of the plane) .I am afraid I will be looking at different airlines in the future at least if I get a budget flight it will be at a budget price and I won’t have to read about the CEO blowing his own trumpet .
Just experienced no food or drink for free between London and Stockholm. It really sucks to have to pay for water! C’mon BA — you can do better!
(A rather unsatisfied OneWorld Emerald member.)
BA CEO – A common man with a common background – says it all really! do you think Air NZ, Air Singapore or Any top Middle Eastern/Far Eastern Airways would employ this man – I don’t think so! Pity BOAC can’t be reborn!
British Airways is supposed to be our flagship airline with the all inclusive service that it used to have. As for the people who think that they are getting food & drink for free it was all in the price of the flight that is why BA is a little more expensive than low cost airlines. But its lowered its self to the the likes of low cost airlines.
I still like flying on BA but not happy with lowering the standards to low cost airline standards.
Added comment to the above message is.
I now have meals at the eating places in the Terminal & no longer have meals on BA flight because I refuse to pay extra for what is supposed to be all inclusive of the ticket price.
They have even dispensed with the coat hooks in the seats, Airbus needs to understand coats do not go in overhead lockers, get it?
I’m sure Airbus do understand that but BA specified the seats, Airbus only built the plane. Plenty of other operators of the same Airbus planes have coat hooks.
Let’s just hope the continental flag carriers continue to offer a higher level of service. Whether it is a sandwich on Lufthansa or KLM, a croissant on Air France, or olive oil crackers and cheese on Croatia Airlines, the little touches reinforce the branding of the airline and, in many cases, the country. I will happy choose another carrier and a superior transit experience if it allows me to get a free cup of coffee and a snack after a red eye flight.
BA is still trading on past glory but more and more people are waking up to the reality and then we’ll see whether they continue to pay high BA fares for no service.
As for Cruz and his claims the European airlines don’t provide anything in economy, well he needs to get out more and try KLM, Air France, Iberia, Alitalia, Aegean, Croatia, Turkish, SAS, Lufthansa, Swiss, Austrian, LOT, Finnair all legacy carriers and Eurowings, a low cost carrier. Some don’t provide much any more but all provide more than nothing which BA provide.
BA is an airline that with LHR as a base you get caught needing to use sometimes but at the moment I have nothing booked with then in the next twelve months and it’s just down to their poor offering and tight seat pitch in business class, let alone their economy offering.
I flew in one of BA’s new Airbus A320’s from Lisbon to Heathrow recently. The seat pitch was appalling, the seats did not recline, the last two rows of seats had almost no window views and the toilets were tiny. The crew seemed overwhelmed by having to collect money for food and drink, and took nearly two hours to reach the back of the plane. No video screens so a very poor and basic safety briefing was given, which most passengers seemed to ignore. I have always flown BA in the past, and enjoyed the small complimentary service, but never again. I will fly Easyjet from now on as they at least seem cheerful, efficient and as an ex Air Traffic Controller I know they take safety very seriously.