American is trying to become more competitive with Delta and United, given the massive profitability gap between the airlines. The company’s management is finally realizing that the only way to succeed is by investing more in the passenger experience.
Along those lines, American has just announced its latest product investment, and it involves lounges. Admittedly it’s easy to make this all look and sound great for a press release, but I think I’m impressed?
In this post:
American upgrades Admirals Club & Flagship Lounge food
American has revealed that it’s significantly upgrading dining across its Admirals Clubs and Flagship Lounges, which the airline describes as “redefining the premium lounge experience” (a bit of a stretch).
This includes refreshed culinary offerings with greater choice, more complete meal offerings, and an elevated presentation, intended to create a “premium, restaurant-inspired experience.”
So, what exactly is changing? In American Flagship Lounges (the premium international lounges), improvements include the following:
- Expanded culinary choices, including a wider range of a la carte dishes that can be ordered via QR code (something that started at the Flagship Lounge PHL, and will now be expanded to the rest of the network), as well as updated dishes at the buffet
- More interactive dining experiences, like new action stations, including a cheese-monger cart, which “bring craftsmanship and personalization to the forefront of the travel journey” (lol, who comes up with this stuff?)
The Flagship Lounge buffet will include the following updated options:
- Watermelon cucumber feta salad at the Flagship Lounge DFW
- Ham and egg chive waffle at the Flagship Lounge ORD
- Thai basil and chili crispy shrimp at the Flagship Lounge LAX
- Citrus-rum shrimp at the Flagship Lounge MIA
- Pineapple carpaccio at the Flagship Lounge DFW
- Sour cherry cheesecake at the Flagship Lounge PHL
Meanwhile in American Admirals Clubs (the more basic membership lounges), improvements include the following:
- More variety more often, including an expanded, frequently refreshed menu that brings travelers more of a rotation of dishes crafted with frequent flyers in mind, along with an improved premium wine selection, including Veuve rosé and Caymus cabernet sauvignon available for purchase
- Two additional hot options, to make it easier to build a more well-rounded meal
- Elevated presentation, including an upgraded charcuterie selection that improves both quality and visual appeal
The updated Admirals Club menu will include the following:
- Lemon herb chicken and mac and cheese bar at the Admirals Clubs in DEN, STL, and YYZ
- Chipotle lime chicken at the Admirals Clubs in AUS, BNA, DFW, and IAH
- Coconut turmeric chickpea and vegetable curry at the Admirals Club MIA
- Build-your-own breakfast tostada at the Admirals Club CLT, DCA, and RDU
- Rustic zucchini and flame-roasted corn at the Admirals Club LAX, PHX, SFO, and SNA
I’m cautiously optimistic about these changes
Admittedly I try not to read too much into press releases and focus too much on the pictures, since what’s promoted and the reality are often far from being the same. I do think this is a meaningful improvement, though.
I think the biggest improvement is in American Flagship Lounges. It’s nice to see a la carte ordering options, as that adds a nice, premium touch, especially given what the competition is doing. I’m also happy to see the increase in action stations. Meanwhile I wouldn’t think too much about the new rotation of dishes at the buffet, since airlines always love to hype the new selection as somehow being superior to the rest.
In the case of American Admirals Clubs, I think the main positive change here is the addition of two more hot options. That might sound minor, but the Admirals Club selection of hot food has been extremely limiting. For example, I don’t eat pork, yet so often one of the only options is a pork dish. That doesn’t just exclude me (as someone who loves pigs), but also two major religious groups.
Bottom line
American is investing in its Admirals Club and Flagship Lounge catering, and the changes sound positive. Admirals Clubs will get two more hot dishes, along with improved presentation. Meanwhile Flagship Lounges will get a la carte ordering via QR code, along with more action stations throughout the day.
Kudos to American on these changes, and I look forward to seeing them in person.
This is now live at the LAX T4 FL, fyi: https://www.flyertalk.com/forum/37789559-post336.html
United really needs to improve their United Club food situation. AA is clearly investing in their base lounges and Delta has had great lounges for a while now. United will be far behind in 3rd place with the United Club situation and if they want to increase membership and get more United Club credit card holders, they need to invest in better food for their clubs...
The problem with the lounge food is whoever comes up with the menus now is picking gross things. This past week it was sweet and sour pork. That's unappealing to many travelers and low brow. Meanwhile on the cold station it's all pork cold cuts, and they eliminated the hummus and healthier items. Then both soups had cream. The selection a few years ago was superior. Anything with a cart that creates a line creates...
The problem with the lounge food is whoever comes up with the menus now is picking gross things. This past week it was sweet and sour pork. That's unappealing to many travelers and low brow. Meanwhile on the cold station it's all pork cold cuts, and they eliminated the hummus and healthier items. Then both soups had cream. The selection a few years ago was superior. Anything with a cart that creates a line creates a bottleneck, sounds good in a press release, but doesn't work. Oh, they need to wash the apples, which we hope they keep. The lotion in the rest room needs to go too. How many people mistake that for soap?
effective immediately?
June 8, LAX FL has upgraded offerings. Not sure about the others.
Alaska puts Admirals club to shame. The quality and choice of foods, drinks and service at in Alaska Clubs make the Admirals Club look and act like a fast food stop.
I say factually that the chicken they use at the admirals clubs in many Admirals Clubs including JFK & LGA use canned, pre-cooked chicken in all of those chicken dishes.
I wonder if the food offerings will change at the Admiral's Club at HNL. AA shares the space with JAL, but the food offerings are mostly Japanese food (which I don't mind), but having more variety would be nice.
So does the tip jar stay or is that going as we become “more premium”?
Wonder if Greenwich and SoHo lounges will get à la carte… embarrassing as heck & a massive joke when Delta One is down the hall and to the left..
Wonder if Greenwich and SoHo lounges will get à la carte… embarrassing as heck & a massive joke when Delta One is down the hall and to the left..
Soho definitely has à la carte and it's quite good.
JFK, LGA, BOS, PHL AC’s get nothing and JFK nothing on the premium front. Looks like north of Philly is going to start to be ignored (and they only get a dessert). What’s sad is the JFK AC is awful and needs something. They want to compete in NYC maybe start with a refresh of the AC in the new footprint and go head to head with DL.
Nice to see these enhancements. I still miss the Flagship Lounges at JFK and LAX. JFK had nice runway views and their menus were far more inspiring and flavorful than the Chelsea lounge has been in my view. While LAX lacked views, it still offered privacy and a good menu.
LAX has good views...
That hand roll sushi looks totally appalling. Definitely not restaurant style and it is offered at the more premium AA lounge? Looks like it was sloppily done at a run down mall food court.
I agree w/Ben - pigs are great.
My wife has always told me I'm not allowed a pet pig. She's soon to be my ex-wife. These two facts aren't necessarily related.
Given how much more permissive the Flagship lounge access policy is compared to its competitors, these improvements are extra-welcomed. I live in fear that improvements that are "too good" could result in this elegibility being tightened. Hopefully AA finds a sweet spot as Flagship lounge access is such an enormous differentiator!
Cheese-Mongers are usually overweight from gobbling down all that fat . They are also usually loud and abrasive in voice .
You forgot to bring in race and gender into your cheese comment. Don't squander an opportunity to be racist and sexist and offensive and cruel.
They're just a bitter lactard.
I agree w/ Ben.
this is further reason to believe that AA is on the right track w/ its plan to become more premium.
They are investing in their lounge products and these are increasingly important customer attraction centers.
whether AA can come up w/ the finances to support the investment in its product remains to be seen but they are trying
The only "track" the airlines are on is : over-compensation for executives , paid for by over-the-top fares and fees leveled on the pax .
simplistic labor nonsense.
Executives might be heavily compensated but the percentage of total labor expense for execs is mere fractions of the total.
People have proven they will pay for what they value. The ULCC model has failed in the US while legacies and their higher fees are succeeding.
AA is going for premium as DL showed the industry what can be done and UA copied. WN is right behind AA and it will...
simplistic labor nonsense.
Executives might be heavily compensated but the percentage of total labor expense for execs is mere fractions of the total.
People have proven they will pay for what they value. The ULCC model has failed in the US while legacies and their higher fees are succeeding.
AA is going for premium as DL showed the industry what can be done and UA copied. WN is right behind AA and it will be four truly competitive premium-chasing airlines that will be very interesting to watch.
It's no surprise why UA execs continue to smack talk AA and WN; both carriers have substantially more overlap with UA than UA does with DL.
You're such a hack. AA is no where near the place financially where they have to start pinching pennies and wouldn't be able to "come up with the finances to support the investment in its product" and YOU KNOW THIS.
Yay.
New lounge food to go along with the new 40% refund policy for flight downgrades. That screams premium.