I’ve written in the past about the 11 features that I value most in business class, and one of those is a dine on demand menu. We’re all on different schedules when we’re flying, so it’s nice to be able to eat and sleep when you want to as well.
At the same time, I don’t actually think all airlines should necessarily offer dine on demand. The key here is that airlines have to train their crews to offer service efficiently, whatever form it may come in. There’s no point in doing a dine on demand service if it’s just going to lead to frustration and disappointment for passengers.
It’s no secret that British Airways offers among my least favorite fully flat business class products out there, both in terms of the hard and soft product. Soon they’ll be taking delivery of their first A350, which is supposed to feature a new business class product. Based on everything we’ve been told, the new seat will be an evolution of the existing product, rather than a product that’s actually globally competitive. They don’t plan on retrofitting existing planes with this product, because they don’t view it as being sufficiently different enough.