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Everyone has different priorities and expectations from their airline experience.
I travel long haul on BA frequently, in Club. I rarely drink or watch movies, and use the flight to work or sleep, more often the former.
The BA food offering in the First lounge used to be good enough to eat there, allowing me to skip the onboard meal, making my flight time more productive.
The hot food slop they now serve in the First lounge is such a step downhill that most of it tasteless and inedible.
The result – I now eat on board, wasting productive time that could be spent working (which is my priority in the quiet ‘me time’ of a long haul flight), or sleeping (which I get precious little of at the best of times.)
Thanks BA. Your USP just slipped away.