Published on
September 24, 2025
In a move that has sparked considerable debate among travelers, British Airways has removed hot breakfasts from its short-haul Club Europe service. Starting this month, the airline has replaced traditional options like eggs, bacon, and sausages with lighter offerings, including a fruit plate, raspberry super bowl, and a pastry. This change has been trialed on five short-haul routes from Heathrow, leading to accusations of cost-cutting, especially after the airline reported an 11.7% operating profit margin.
The decision to modify the meal service has been met with criticism from both business and economy passengers, some of whom view it as a step backward for the premium service. While the airline insists the change is based on customer and crew feedback, the move has raised questions about how far airlines will go to reduce costs at the expense of passenger experience.
Impact on Club Europe Service
Previously, Club Europe passengers on British Airways’ domestic flights enjoyed a traditional hot breakfast, a service that has now been replaced by a lighter continental option. The new meal includes fresh fruit, a raspberry super bowl, and pastries, which some passengers find inadequate for a premium service. In response to customer feedback, the airline explained that serving hot breakfasts on short-haul flights had become challenging due to the limited time available to heat and serve food. As a result, they decided to trial a more efficient breakfast option that could be served quickly while still offering a lighter, healthier alternative.
The trial, which only affects five routes, has left many frequent flyers disappointed, feeling that the change represents a downgrade in service. Many argue that the hot breakfast was an iconic part of the British Airways experience, particularly for passengers who pay a premium for Club Europe tickets.
Cost-Cutting Accusations and Customer Discontent
The shift in breakfast offerings has triggered accusations of cost-cutting by British Airways, with several frequent flyers expressing their frustration online. In forums such as FlyerTalk, passengers voiced concerns that the removal of the hot breakfast options represents a further devaluation of the airline’s premium service. Many argue that a hot breakfast has long been a favorite meal among British travelers, and the move feels like a step away from the airline’s heritage.
Despite these complaints, British Airways defends the changes, citing operational challenges in providing hot meals on short domestic flights. They claim that customers will still enjoy hot meals on most of their other short-haul services, where there is sufficient time for meal preparation.
New Dining Concepts: Ploughman’s Tea and Sustainability Initiatives
In an attempt to innovate its meal offerings, British Airways is also trialing a new Ploughman’s Tea concept on slightly longer flights. This new offering includes deli-style savory bites, cured meats, cheeses, and a scone with clotted cream and jam. This move is seen as an effort to introduce more substantial options while also celebrating British culinary traditions. The airline hopes this new concept will appeal to passengers who seek more variety in their in-flight dining experience.
Additionally, the airline is working on reducing its environmental impact, with plans to remove bottled water from economy services on long-haul flights to certain U.S. destinations. British Airways is exploring ways to reduce plastic waste, with cups of water now being offered instead of bottles on flights to cities like Miami, Boston, and Los Angeles.
The Broader Implications: How Changes Impact Tourism and Travel Experience
British Airways’ decision to modify its breakfast offerings could have far-reaching effects, not just for the airline but for the wider travel and tourism industry. As more airlines seek to cut costs and streamline their operations, passengers’ expectations of premium services are likely to evolve. Airlines will need to find a balance between cost-saving measures and maintaining high service standards, especially for business and first-class passengers who are willing to pay extra for a luxurious experience.
A Fine Line Between Innovation and Service Quality
As British Airways continues to trial changes in its premium service offerings, the airline faces the challenge of balancing innovation with maintaining the high standards its passengers expect. While the airline’s efforts to cater to evolving passenger preferences and reduce costs are understandable, the backlash from customers highlights the delicate balance between improving operational efficiency and keeping loyal travelers happy. The future of British Airways’ premium services will depend on how well they can adapt to customer needs while staying true to the luxury image they’ve cultivated over the years.
