I agree with
simongr on comfort - a flat bed is clearly superior to a sloped one.
However I must disagree on every other point.
IFE - QF is usually big and contemporaneous on content. However the CX systems, whilst a little less exciting in content, is far more reliable.
Food - Much of a muchness. If anything, QF scores here for presentation.
Wine list - QF trumps the other 2 massively here. CX's list is rather limited and the choices are usually pretty poor in J.
Champagne - QF usually offers a choice between Lanson NV or Charles Heidsieck Mis En Cave; the former ok and the latter fantastic. BA offers either Monopole Charles Heidsieck Mis En Cave; Monopole is quite quaffable but for the price of an average Club ticket it's a bit of an insult to be serving it in J. CX serves Deutz on its long hauls, the stuff they use to unblock drains.
Service - QF is my favourite for having the friendliest and most down to earth crew members. The LHR-HKG leg is crewed by the UK base which has received rave reviews and is widely regarded as being the best in the network. If I have to discriminate amongst crew bases I'd have to agree. On my DONE4, I especially enjoyed the SIN-LHR segment which is also crewed by the UK base. Often makes a memorable flight when there's chemistry between crew and pax, which is almost always the case on QF. BA is inconsistent - but also has rather charming crews on a good day though the perfunctory ones are more common these days. I can't say that CX has bad crew members - I'd consider them competent; efficient, professional but with all the charm and personality of a doorknob and totally forgettable. But like
simongr you might appreciate "not chummy."
CX also offers a limo transfer to Heathrow which you can book via the London office via email - that might be a factor to consider.
On balance, I'd stick with QF. Sure the seats aren't as good as the others but QF30 is a day flight and the Skybeds are totally comfy for a daytime flight.
Obviously a huge YMMV here, and I hope we've not confused you further.
