Brunch over Lunch: A Review of British Airways’ Cost-cutting Measures

Abstract

British Airways (BA), the UK’s flag carrier, has faced criticism for inconsistent service, intensified by recent cost-cutting measures. In 2024, BA replaced lunch with a smaller brunch menu for business and first-class passengers on certain long-haul flights, sparking debate about declining service quality. Reports indicate flight attendants are discouraged from apologizing for reduced amenities, and economy meals are assembled on tight budgets. While these measures have improved BA’s financial performance, they risk alienating high-paying and loyal customers, especially as offer-order technology fails to fully capture passenger preferences. Concerns persist that further cost-cutting could erode BA’s premium brand reputation.