While economy class, one some levels, will always be economy class, JetBlue has certainly enticed me with details over its new transatlantic service offerings behind the curtain.
JetBlue Unveils Transatlantic Economy Class Product
First, I just love the press release title from JetBlue, “JetBlue Reveals Plans to Reinvent What It’s Like to Fly in ‘Coach’ Across the Atlantic.” Press releases tend to be full of fluff, but there are several things that caught my eye.
Jayne O’Brien, head of loyalty at JetBlue, explains:
“From generous personal space, to our innovative build-your-own dining concept, every detail has been thoughtfully designed and will be made even better with the attentive service standards that a single-aisle aircraft allows.
“We know all too well the pain points of international flying – the dreaded center section, the ‘choice’ of assembly-line chicken or beef, and the lack of connectivity. JetBlue is ready to change all that with our take on transatlantic travel where you are well taken care of and fully connected if you want to be.”
Yes, yes, yes!
JetBlue Will Offer Complimentary Meals That Actually Look Tasty
Taking a page from Delta’s playbook and from its own Mint product, JetBlue will offer tapas-style meals (in reusable dishes with reusable cutlery) to passengers behind the curtain. You choose the main course and sides from a list using your seatback monitor and flight attendants will serve it. Three “protein” courses (two hot, one cold) and three side dishes (two hot, one cold) will be offered.
JetBlue will source the food from DIG, a farm in upstate New York. Same “protein” choices include:
- Roasted chicken thigh over a base of brown rice with herbs
- Spiced eggplant over coconut cauliflower quinoa
Sample sides include:
- Mac and cheese
- Mixed heirloom tomato salad
Breakfast dishes will include:
- Mixed berry bread pudding
- Citrus salad with honey
Everyone will receive the same dessert. Snacks, just like on domestic flights, will be self-serve and available throughout the flight.
One Mile at a Time expresses reasonable concern that flights from Boston or New York to London are already short enough and this may create very prolonged meal service. Indeed, I share that concern. But if meals are pre-heated during takeoff, the cart comes out quickly, and passengers who have not ordered a meal can make a quick decision on the spot, it should not be too bad.
JetBlue Complimentary Drinks, Including Cocktails
It’s still best to avoid alcohol on planes and drink water…but, I love that JetBlue is not nickel-and-diming for alcoholic drinks. Most full-service carriers, at least prior to the pandemic, offered free beer and wine, but JetBlue’s plan to open the full bar goes a step further.
JetBlue Will Offer Complimentary Internet Onboard, USB-C Ports
There’s nothing better than to pass time with the internet. While it is nice to unplug sometimes and just watch a movie or read a book, staying connected to text messages, email, and social media really helps time to fly by.
JetBlue already offers fast, stable, free wi-fi onboard its domestic flights. Free wi-fi on flights between London and the East Coast will make the flight fly by, even in economy class.
Furthermore, JetBlue will offer A/C and USB-C ports at every seat. USB-C is the future and I expect our phones, perhaps as soon as the next generation of iPhones, will replace older mini-USB and Firewire plugs with USB-C. Hopefully the ports will be strong enough to charge laptops…
CONCLUSION
A flashy press release is one thing…can JetBlue actually deliver? I tend to think JetBlue will offer a phenomenal product behind the curtain. I should also note that at 18.4 inches, JetBlue’s Airbus A321LR seats are wider than many of its competitors.
So in short, I’m looking forward to trying this product both in business class and economy class.
What are your thoughts on the JetBlue transatlantic economy class product?
I have taken couple evening flights from NY and Boston to London and on those specific flights I would rather not have any service but have a quiet cabin to sleep even on coach. Passengers on those flights usually worked all day and will hit the ground running when arriving in London so having a service on such short flight makes impossible for anyone to have a proper rest. I also agree that the more options you offer on coach the more complex it makes to deliver it. There are lots of people to please so good luck with that.
Consumers don’t care in the end. They care about fares and schedule first. And despite how much I am looking forward to their service to LHR I am going to predict that JetBlue gets their butts handed to them. No way it’s sustainable to operate this to expensive Heathrow with competition from the mega carriers and alliances that are throwing out countless wide bodies each day in these markets. Expect them to price Jet Blue down to the point that these routes will bleed their cash every day. For AA/DL/VS/BA these routes are a big part of their life blood. They are not going to hand a chunk of that market to anyone else without a fight. Expect outrageous cheap fares starting summer/fall and a temporary benefit for consumers. Until JetBlue gets sent back with their head between their legs.
I’m excited about this. I’ve been hoping some airline would buck the trend of torture-class and offer more comfort and space. Can’t wait to check it out.
I have a USB-C to lightning cable which is nice. I don’t see Apple moving to USB-C on the iPhones. I think the next change will be port less. Remember Firewire though?
The food from DIG is really good. If B6 can replicate it well in the air—and, given that the food is just fresh and simple with good flavors, nothing complicated or fancy, I think they should be—then it will be a great product, and certainly above anything the legacy carriers offer.
@Stuart, the lower operating expense of a narrow body more than makes up for the extra $1 or so the food and WiFi will cost. Now, that being said, AA/DL/VS/BA can still eat JetBlue’s lunch by being able to sustain a loss longer than JetBlue. If they existing players are willing to price below JetBlue’s cost and eat the losses, JetBlue isn’t going to holdout nearly as long as BA.
Will there be sufficient overhead locker space on these flights? I personally want my cabin bag on such a long flight and not taken off me just before entering the plane and stuck in the hold.
Yes, there will be oversized bins which can accommodate one large bag for every passenger.
Who really cares about the service on NYC-LON red-eyes? The flight is so short that you can barely get a decent sleep. Food service just cuts into that time. You’re better off eating on the ground.
@Frank That was my point. Had nothing to do with food. Just that the War Games are about to start. And with operating expenses at Heathrow as they are JetBlue can not sustain a year or two of insane predatory low fares by the alliances
I totally agree with Stuart about fares and schedule. Besides that, not everyone’s destination is London. It would be inconvenience for those who go to other European countries and only connect in England (ticketing, baggage transfer, connecting terminal…) Assuming all just goes to England, single aisle aircraft, someone always wants to use the toilet when the serving cart is blocking the aisle. There is always a long line of people waiting to use…
As someone who’s unusually big, has wide shoulders, and is unusually tall, the amount of personal space is what matters to me. After all, that was a huge selling point from JetBlue from the start. Unfortunately, a 32″ pitch isn’t great at all for long haul. That’s about equal to every other airline doing TATL flights. The rest sounds fine though.
I hope Jet Blue is very successful in this offering.
give them credit – they are trying !
The question is… how much? You didn’t answer that.
How much for what?