It’s been a long time since British Airways put the head of a low cost airline in charge. Under the leadership of Alex Cruz, the company skimped on basic IT services and charged for water ($6 if you wanted your tea extra strong, even).
Today’s CEO Sean Doyle has tried to claim that British Airways ‘is still premium’ but when you’re explaining you’re losing. He’s tried to put a positive spin on things, but a year ago tried to serve breakfast for lunch in business class because it’s cheaper and tried cutting water bottles out of coach to save money. And they’ve just cut costs by devaluing their miles again.
A few weeks ago they surveyed customers on what perks to cut next like pajamas and amenity kits. Well, we know the first thing they’ve selected: business class on short flights no longer gets a hot breakfast.
You can imagine how this is going down over on flyertalk… pic.twitter.com/mF43Tdu4X3
— Andy Monks ✈️ (@AndythePandy_) December 31, 2025
Starting January 7, this includes flights between London and:
- Amsterdam
- Belfast
- Brussels
- Paris
- Dublin
- Jersey
- Manchester
- Newcastle
Fruit, yogurt and pastry is all that’ll be offered – no English breakfast from the ostensibly-still English carrier.
Connecting flights in what passes for British Airways business class in Europe (Club Europe) are already sad, offering less legroom than Ryanair.
London Heathrow terminal 5 remains a suboptimal place to connect, transit security can be miserable and getting packed into a train to head to and from remote gates suboptimal. British Airways lounges aren’t as nice as many competitor products.
The usual tradeoff with European business class is tight seating, but pretty good catering. It used to be better than what you’d see on a U.S. airline for similar-length flight. But perhaps they’re intent on changing that – although they claim the reason is so that ‘flight attendants spend more time with customers rather than preparing food in the galley’ which is silly.
Full English breakfast was a competitive advantage over European counterparts on similar routes. It remains to be seen whether this will hurt their ability to attract connecting passengers in the competitive transatlantic business (and first) class market.
More From View from the Wing
Link da fonte
