Like many carriers, JetBlue has been struggling with profitability in recent times. The carrier’s management team is undertaking all kinds of initiatives to cut costs and increase revenue, and for the most part, the changes have been pretty sensible. JetBlue has just announced its latest cost cutting initiative, and I imagine this is one that people won’t be a fan of…
JetBlue changes transatlantic economy meal service
As of October 1, 2024, JetBlue is eliminating hot meals in economy on transatlantic flights, as flagged by Live and Let’s Fly. JetBlue publishes its menus, and below you can find JetBlue’s new transatlantic economy menus, with “all items served chilled.”
For context, JetBlue launched transatlantic flights in 2021, and for the most part, the carrier offers a pleasant experience, with complimentary Wi-Fi and endless entertainment. The airline has partnered with New York-based restaurant group DIG, to offer some of the best catering you’ll find in economy.
The dining experience has been modeled after the JetBlue Mint dining experience. Rather than just serving set meals, JetBlue has made its meals customizable:
- Passengers have had the option of choosing one of three main courses, each of which is a protein or vegetable that comes with a base
- Passengers have had the option of choosing two of three sides, with two of the options being hot, and one being chilled
Note that some JetBlue transatlantic flights already didn’t have hot meals, but that’s because they were operated by Airbus A321neos, which don’t have ovens in economy. These changes now apply to all aircraft, including Airbus A321LRs.
Obviously this is a cost cutting measure
I think it’s safe to say that this is a cost cutting initiative, though it’s not clear if the catering changes go beyond this, and could impact Mint as well. In recent times, we’ve seen JetBlue eliminate a flight attendant on some transatlantic flights, which has meant that the doors at Mint seats can no longer be used (this is due to FAA requirements requiring extra staffing for planes that have business class suites with doors).
It’s not entirely clear if these changes are being made strictly because the cold meals are cheaper, or also to reduce the flight attendant workload, given reduced staffing.
On the surface, I think it’s safe to say that most people prefer a hot meal to a cold meal. That being said, I don’t necessarily think that has to be the case. If JetBlue can still serve a high quality cold meal, I’d take that any day over the microwave-style hot dinner you get on so many other airlines.
The catch is that if the goal is to cut costs, I have to imagine that the quality of the food is likely being impacted as well, and this isn’t just about whether it’s hot or cold.
JetBlue’s new management team seems to be struggling a bit when it comes to deciding what to do with transatlantic flights. JetBlue’s previous CEO was convinced these flights would be a game changer, but go figure, operating narrow body jets year-round across the Atlantic isn’t easy.
We’ve seen JetBlue greatly reduce its transatlantic flying in winter season, and also defer new aircraft deliveries, so we likely won’t see much growth to this network. For that matter, I can’t really blame JetBlue for looking to cut costs, as it doesn’t seem like the airline is able to command a revenue premium for having a superior soft product.
Bottom line
As of the fourth quarter of 2024, JetBlue is eliminating hot meals in economy on transatlantic flights. JetBlue has probably had the best catering across the Atlantic in economy, so it’s a shame to see the airline changing course there. Going forward, JetBlue will serve cold meals in economy. Hopefully the quality doesn’t suffer too much from this change.
What do you make of JetBlue eliminating hot meals on transatlantic flights?
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