Great question — answering as the UphillTech team:
Why not just skip it - and not serve food? They don't serve food on long haul buses and trains. I would be happy to pay a cheaper fare for no in flight food. It's already happening. It's ubiquitous on low cost carriers and it's becoming more and more common on legacy airlines in Europe and even some long-haul flights (e.g. French Bee). Then it becomes a question of differentiating your product from the competition, the risk of a backlash if you lower the service compared to the status quo, and how you balance all this with a complex fare structure. Some airline will do it, some won't, and yet others are going in the other direction with a premium experience by default. Incidentally, they do...
Full answer by Relaxed: https://travel.stackexchange.com/a/185518 (CC BY-SA 4.0).
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