We’re a long way from Willie Walsh as CEO of British Airways. He now runs the international airline lobbying group IATA. His hand-picked replacement Álex Cruz came up from BA parent IAG’s low cost subsidiary Vueling, and ran the place like it skimping on basic IT services and charging for water (and $6 if you wanted your tea extra strong). Current CEO Sean Doyle has tried to claim that British Airways ‘is still premium’ but when you’re explaining you’re losing.

To be sure, British Airways serves a lot of premium cabin passengers with dense business class cabins and most long haul seats out of London Heathrow airport have suites with doors and direct aisle access finally.

However, connecting flights in what passes for British Airways business class in Europe (Club Europe) are sad, offering less legroom than Ryanair.

London Heathrow terminal 5 remains a suboptimal place to connect, transit security can be miserable and getting packed into a train to head to and from remote gates suboptimal. British Airways lounges aren’t as nice as competitor products.

And short haul catering still disappoints those used to European standards, but is better than what you’d see on a U.S. airline for similar-length flight.

It turns out that British Airways is still in cost-cutting mode. They just can’t help themselves. The latest is that they’re serving breakfast for lunch because it’s cheaper.

British Airways has decided to extend its normal breakfast service by introducing a new brunch service for flights that depart between 8:30 a.m. and 11:29 a.m. The obvious problem, of course, is that by the time flights have actually taken off and the service has started, passengers will no doubt be hankering for lunch.

If that is the case, passengers will be left wanting because the new brunch menu leans heavily on traditional breakfast offerings like omelets, pancakes, and fruit plates.

British Airways claims this is in response to customer feedback. They apparently managed someone in a focus group to spit out, “When I pay a premium for business class, what I really wish I could have is reheated egg mix at noontime.”

Here’s one report from a transatlantic westbound flight with lunch service starting at 1:50 p.m.,

The main course was bizarre. It came with baked beans. Substitute bacon for the chicken and it is a breakfast without eggs, What wine would you like with that sir? Err, I don’t normally drink wine with my breakfast! But it’s nearly 2 pm so I’ll have a glass of the Sauvignon Blanc.

And then after a sausage/mushroom/ hash brown/ baked beans breakfast, what better than a chocolate marble slice? Oh and maybe a coffee and a liqueur? Or at 2.30 pm, maybe a selection from our breakfast bakery?

The excellent in flight lead volunteered that no one had opted for the Belgian Waffles and so the crew were going to have those for lunch (take one for the team?) and he did wonder whether he was meant to offer port with the cheese starter before brunch.

Late British Airways departures are also seeing cutbacks. Outside of the longest flights to Asia, after 9 p.m. “main meal options [are] reduced to paninis, soup, and salads. Appetizers have been eliminated altogether and customers will will no longer have a choice of dessert.” British Airways says it is “goodnight” service. It makes you want to skip meal service and sleep so you don’t endure the flight. Which is good because BA boards fewer meals than they used to, too.