Interesting concept - business class at the front with all the trimmings and budget/no frills elsewhere with pax paying for food and drink.
Does any other airline in Europe, or elsewhere for that matter, do this?
KLM in Europe are going that way. I flew AMS-GVA-AMS in economy earlier this month. The refreshment was one turkey or cheese bread roll, tea/coffee and soft drink. No alcohol in economy anymore with KLM in Europe, although they were still supplying it as part of the 'meal' on KLMCityhopper BRS-AMS-BRS.
This was ok on a one-hour flight AMS-GVA but the KLM service agent at Schipol confirmed that this would also be the refreshment on a three-hour plus flight, say Amsterdam-Athens.
In that case economy pax have the worst of both worlds: niggardly supply of food yet no opportunity to purchase more. You might see pax bringing their own picnic hampers on board.
Perhaps the Swiss plan is the way forward.