Until now, BA has always insisted that free inflight catering is an essential part of its product. But in a bid to compete with its low-fare airline rivals, British Airways is set to abandon its policy of giving away complimentary meals to all of its passengers.
Alex Cruz, who became chairman and chief executive of BA in April after having been the head of low-cost Vueling, believes the carrier should begin charging short-haul customers for meals and snacks. And Mr Cruz wants to offer upscale products, therefore he is understood to be considering bringing in Waitrose to supply high-quality snacks at premium prices, in a move to boost revenues from short-haul flights.