JetBlue is rolling out new menus for transatlantic flights, and there’s one surprising feature on them: there will be no hot meals for flyers in economy class.
On just about all airlines, even passengers in the cheap seats on an ocean crossing could count on at least one hot meal, albeit one with sometimes questionable appeal. Now, JetBlue economy menus come with this chilling note: “All items served chilled.”
A frittata with roasted zucchini and tomatoes sounds tasty for breakfast, but do you really want a cold frittata? A lunch/dinner menu offers a choice of Chicken Grain Bowl (cold) or Ginger Garlic Tofu (cold). Another lets flyers choose between Pesto Pasta Salad (cold) and Mushrooms & Lentils (cold). Sounds delicious, right?
Is Jet Blue Bucking the Trend in Better CX?
I’ve predicted that, based on moves by various airlines, that customer experience might be how airlines seek a competitive edge. United Airlines, for example, just announced that it would upgrade WiFi on all of its planes to Starlink service, and offer it at no charge to all customers. In a recent interview, Customer Management Practice president Mario Matulich called CX an “interesting competitive battleground.”
While nobody expects gourmet meals in economy, flyers do expect sustenance on a flight that lasts eight or nine hours. Some of JetBlue’s chilled choices seem truly unpalatable, and I expect some flyers will feel the need to bring their own food on board.
Passengers bringing food onto airplanes creates customer experience problems beyond the mere inconvenience of purchasing and carrying potentially messy bags or boxes. One survey of 3,000 travelers found their third biggest annoyance was other passengers bringing smelly food onto airplanes. That’s bad enough on a short flight, but would be even worse on flights that might stretch to ten hours.
JetBlue’s recent decision to eliminate hot meals in economy class on transatlantic flights is causing a stir among travelers. Historically, passengers on long-haul flights, regardless of their seating class, could rely on at least one hot meal, albeit not always the most appetizing. However, JetBlue’s latest economy class menu has left some travelers cold—literally.
Instead of hot meals, the airline is offering exclusively chilled options. Breakfast might feature a cold frittata with roasted zucchini and tomatoes, while lunch or dinner choices include cold dishes like a Chicken Grain Bowl or Ginger Garlic Tofu. A separate menu offers selections like Pesto Pasta Salad or Mushrooms & Lentils—both cold. While these meals may sound appealing on paper, the reality of eating cold entrees during an eight to ten-hour flight has raised eyebrows.
JetBlue’s decision stands in stark contrast to the broader trend among airlines to improve customer experience (CX) as a key competitive strategy. For instance, United Airlines recently announced that it would be upgrading WiFi on all planes to Starlink, offering free internet access to all passengers. Industry experts, including Mario Matulich, president of Customer Management Practice, have noted that CX is becoming an “interesting competitive battleground” in the airline industry. With this in mind, JetBlue’s move to cold meals could be seen as a step backward, especially considering that passengers expect some form of sustenance on lengthy flights.
The shift to cold meals may have unintended consequences beyond just dissatisfaction with the food itself. Many passengers may opt to bring their own meals on board to avoid the unpalatable options, leading to other customer experience challenges. A survey of 3,000 travelers found that the third biggest annoyance on flights was other passengers bringing smelly food on board. On a short flight, this may be a minor inconvenience, but on a long transatlantic journey, the potential for discomfort is much greater.
While JetBlue has positioned itself as a budget-friendly carrier with competitive fares, cutting hot meals on long-haul flights could alienate some customers. The decision to serve only cold food seems counterintuitive when many airlines are looking for ways to enhance the overall passenger experience. Will this move hurt JetBlue’s reputation, or will travelers overlook it in favor of the airline’s other amenities? Time will tell, but it’s clear that in the battle for customer satisfaction, the temperature of your meal could matter more than ever.