ditch the paid drinks in econ on L/haul as no other l/haul offers it, (except charters) so they wouldn't loose as many pax. Make more of an effort with excess baggage (don't know what they are like now, but they used to waive everything !!)
Aer Lingus, US Airways, United, AA all charge for drinks in economy, works for them as for make an effort with excess, have you flown with bmi since the NBM? Nobody gets away with anything now.