Is it only a slight increase?
Because if it was, you would think even the dumbest MBA graduate should be executed if they didn't think it up as a good, immediately implementable idea. But here we are.
For the sake of making a tiny more amount of profit, why would someone ignore this idea and the capex (presumed small) required to bring it to life. (It's short-termism, you don't need to answer that)
We have already conceded that Qantas, in having no catering division owned by it in any capacity, already has an inherent difficulty in recreating the Select on Q experience it offered many years ago.
Frankly if I were GateGourmet or Dnata, if Qantas approached and said, "hey, we want specific meal preordering", I'd tell them either go jump or pay 100x the rate (or some other equally exhorbitant multiplier). No way I'd be giving something to the enemy to improve their position.
Barring that, this is a discrete cost and investment, which is worth it, but QF don't want to pay it (or they think they have time up their sleeves to not offer it before they have to, like most things). I think it seems we are the only people who think QF need to do this as a priority; most other people outside this forum sitting in the front just think it would be nice.