wrong aircraft, wet lease arrangement with HiFly, poor product, no codeshares/interline agreements from LHR, no incentive to use the flights.
Economy is usually busy at times, Business is usually empty. On BA and VA its usually Business class filling up first.
Now that BA is buying bmi, they should have some extra slots at LHR to throw in the direction of Arik, BA777 v Arik B737NG for Abuja to LHR, which would you choose ?