Although still flagged up as a free option on its website earlier today British Airways, under the helm of recently appointed Alex Cruz, chairman and chief executive, has dumped free drinks and snacks on its short-haul services. Sandwiches will still be available for purchase by economy passengers.
Ryanair and easyJet and other once dubbed 'budget airlines' have led the way. British Airways has struggled to catch up.
Clearly the way forward is to make its catering operation a profit centre. At one time Waitrose the John Lewis Partnership owned up market supermarket chain was in negotiation to supply what they term 'quality snacks at premium prices' something the airport terminal concessions such as Fortnum & Mason are already doing, for £15, you get your bijou snack and a nattily branded F&M cooler bag..
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