For nearly four years American Airlines has been serving ‘woke’ bundt cake as domestic first class dessert. Their promotional materials never even claimed that it was good, just that it was transformational for an intersectional ‘young single mom’.
Central commissary, mass-produced, frozen, portion-controlled. You’re probably talking $0.40 a piece at scale. It hits the spreadsheet sweet spot.
They’re not trying to win incremental revenue off domestic first catering. Is it literally the cheapest dessert imaginable? Probably not — you could do a bag of M&Ms! But that would read as a snack, not dessert with a plated meal. And the bundt cake has to be the cheapest thing that still looks like a plated dessert.
The bundt cake dessert in domestic first class was the perfect choice for the airline’s ‘never spend a dollar we don’t have to’ era (just like the $1 shelf-stable pasta entree).
However, if American Airlines is going to pivot to premium to try to generate more revenue against its high costs, they’re going to need to invest in something better.
This choice came out of the era where American Airlines inflight was trying to reinvent catering as something cheaper (‘more modern’ but that ‘still has a premium feel’). That is literally the era they are now trying to jettison. So they need to move on from the bundt cake.
American Airlines is partnering with a New York bakery on lounge desserts. So let’s partner with a New York bakery for inflight desserts!
- There’s nothing more on-brand for an airline than Biscoff
- But they could one-up competitors at the same time.
Here’s your new dessert, American Airlines. You’re welcome:
Partner Qatar Airways used to serve Laduree desserts. American doesn’t need to invest in branding like that, though they’re now offering Bollinger champagne. Something like this, though, would go a long way towards making American Airlines great again.
What — and I say this in all seriousness — the Hell does it mean for a Bundt cake to be “transformational for an intersectional ‘young single mom’.” ?
To be fair, the budget probably isn’t far off from what United serves for a domestic first class dessert- pre-packaged Magnolia Bakery banana pudding.
AA is old-school and these pictures show skimpy food servings. Totally NOT worth it!
Tell your wife the idea is simply brilliant. Hopefully American is listening but if they’d been listening to you they would be running a very different airline.
Why is dessert such a big deal for many of you? Empty calories and you will be all better off skipping it any way? Gary’s fixation with food is a little strange IMHO
The problem will something like this bundt cake – for which AA has gone to great lengths to promote and leverage (score points) its origins – is that IF they canceled the contract then all those people in the video would lose theor jobs. That would be horrible PR. Though this is UA, not AA, so the Chicago tie alone is not an issue.
I’m bummed that for all the years I was in AA first, I never had the bundt cake. Dang. AA discriminates against middle aged gay men again!!!
Are readers more tired of the AA bundt cake or the UA pudding. My money is on UA on the losing end of the question.
Whenever possible, never eat anything that comes out of a package. Except for the hot fudge sundae followed by a double Baileys on the next AA transatlantic flight to LHR. Works better than Ambien.
The reason why American Airlines loves flaunting about how much it’s helping some single black woman; is to prevent all criticism of the product. But now things have really changed and customers feel empowered to callout corporate bs and crappy deserts/food offerings. I hope they keep feeling it in their premium ticket sales so they actually improve and bring something similar to what you’re suggesting.
Paris Baguette is a New York bakery?
@Robert J Fahr — 100%. AA’s cake is still far better than United’s disgusting red-velvet cup of whatever-pudding. That combined with their urine-scented cabins, I’m starting to prefer AA to UA.
Just like AA to settle for a bundt when they should be hitting a home run.
@1990 – comments on undescended testes?
United Polaris is where help is needed with food. It is insultingly disgusting.
I was served this last week. I remember thinking the ratio of pleasure to calories was probably the lowest I’ve seen. OTOH, catering mislabeled my pre-ordered meal (I ordered X, the label said X, it was Y) and the FA was super apologetic about it. Actually pretty good service (but not predeparture drinks).
They should go back to baked chocolate chip cookies.
Gary: What is a “woke” bundt cake? Is it not asleep? Or is it politically liberal? Neither definition rationally applies to a dessert item.
I, for one, am quite tired of shotgun blasts of politically charged (and annoyingly silly) terminology in place of precision in writing, usually to draw a visceral reaction to the mundane.
“A truly seamless travel experience. The crew was attentive, the aircraft was clean, and the overall service exceeded expectations. Highly recommended.”
Well said, @Retired Lawyer. Use of ‘woke’ is yet another tired old trope. Besides, it wasn’t even relevant. Like, preferred desserts on domestic first class flights is not a ‘culture war’ issue.
That said, I agree with @Brian, a warmed chocolate chip cookie would be better.
Second the chocolate chip cookie idea. Of all the hotels we have stayed at, my husband still talks favorably about the DoubleTree because of their cookie. And here’s the thing: the cheapest cookie on the planet tastes like luxury if served when the chocolate chips are still melted.
As someone who is generally opposed to anything “woke”, I can tell you that the Bundt cakes on AA are actually delicious. Way better than Delta’s packaged cookie dessert. Why don’t you attack them instead? Don’t listen to these people, AA. As someone who actually flies and has had both, I much prefer the Bundt cakes to an overly-sweet, messy baked onboard chocolate chip cookie.
So many pompous ass comments from low grade wannabe’s.! All the self appointed experts on airline food
Well they have to pay for Polaris somehow. Capt Freedom is spot on a combo better than Ambien.