peanutThe dilemma facing ‘legacy’ carriers such as British Airways can be summed up in a pack of peanuts. Or lack of them. No nuts served on BA10 from Sydney to Bangkok on Saturday. Cut to save money. Meals, tiny, downsized for the same reason; one proper meal service (plus snack) in nine hours, wine in big plastic cups. Cheap, cheap, cheap…

And that’s the dilemma: such cuts devalue the BA brand, level the playing field and bring it ever closer to Low Cost Carrier rivals. Better to wear these minor costs, and market the difference. Everyone wants to fly well but not everyone wants to fly cheap.

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