Reader Mark shares their experience at the gate for a flight from Charlotte to Liberia, Costa Rica. The flight was delayed because a pilot was stuck in line at the nearby Starbucks.
[W]e hear them paging Captain DeWalt. Then 5 or 10 minutes later, we again hear them paging Captain DeWalt. We grumble about how that is typical American that they don’t even have their pilot to leave. Another few minutes go by.
I go use the restroom and when walking back to the gate, it turns out that I’m walking next to Captain DeWalt. He was late from being in the Starbucks line. When he got to the gate, he and the gate agent chuckled, but I thought to myself what kind of respect do you have for the customer when you make an entire plane of passengers late, so you can get a Starbucks cup of coffee. Or maybe that also tells you what pilots think of AA coffee.
I don’t blame the pilot. I blame American Airlines. Mark actually hints at what’s going on, this “tells you what pilots think of AA coffee.” And I’ve been writing for over a decade that American’s poor coffee was hurting their operational reliability because they forced pilots to go get coffee on their own. That means the cost savings on coffee turned out to be penny wise, pound foolish – even before you get to the customer experience.
Fortunately, that’s changing this quarter! It’s the hidden reason why airline coffee matters, and why American Airlines made such a mistake for so long shaving cost on its coffee quality.
- Better coffee improves operational efficiency and reduced delays, because it eliminates pilots stopping at Starbucks in the terminal on the way to the aircraft.
- And it improves employee morale, which in turn affects customer service. Better coffee is a product flight attendants can be proud of and reduces complaints they receive from customers.
Better coffee was the first singal of the turnaround at United Airlines, dropping Fresh Brew for Illy. A year ago I wrote that American absolutely needed to follow suit if they were going to ‘pivot to premium’. And they did, announcing Lavazza in the fall. And we started seeing Lavazza coffee rolling out in American Airlines lounges in February.
Ultimately, coffee is a tiny spend relative to airline revenue, but it matters for premium signaling, crew pride, and operational reliability because pilots and crew are less likely to make terminal coffee stops.
In 2015, I estimated a $5–10 million a year coffee expense for American Airlines and last fall suggested probably $10 million-plus. I’ve heard nothing to suggest that’s off by orders of magnitude. The shift to Lavazza won’t reduce that number, but probably doesn’t move the needle materially, either. If American is spending more, it might be low single digit millions a year.
- United said its illy program involved 72 million inflight cups a year
- Delta said moving from Seattle’s Best to Starbucks cost them more, but did not reveal a figure.
- Lavazza is in premium coffee territory compared to commodity coffee pricing they’d have been getting before
- But Lavazza said the American deal helps it consolidate its presence in the U.S. market, so it meets a brand objective – the tie-in is going to mean much better economics for the airline.
Lavazza is likely cheap relative to the brand value American gets from it. They’re not just buying coffee, they’re buying a more premium feel for a few extra cents per cup. And the surprise benefit is likely to be better operational performance.
Starbucks feelin’ more like McDonalds these days anyway…
I had the same thing happen only it was a flight attendant that we were waiting for. Simply ridiculous!
The quality of AA coffee and the pilot’s tardiness are two seperate issues. A professional shows up for work on time.
Most coffee provided by companies suck. AA is not unique. If the pilot did not have or give enough time for Starbucks (usually staffed by not the brightest) he should have just dealt with the crappy inflight coffee.
Mark F is absolutely correct on this. Poor judgment by this pilot. I’m sure his / supervisor will debrief this.
Blaming and or excusing deplorable customer service on the quality, or lack of, coffee is right out of the funny pages – Looney Tunes segment! Gimme a break!
@TW — Yeah, this pilot may be soon be saying… That’s all folks!
I have been delayed awaiting crew on AA (usually at DFW) when they are connecting between flights.
The crew then show up with take out food. I’m not really blaming them. They have to eat and I guess AA doesn’t give them meals any longer (at least the flight attendants) but it certainly isn’t a good look.
Oh come on Gary. One more just miserable way to rip on AA. No AA defended here but this is a bit a of stretch. Maybe the pilot wanted an ice coffee, maybe not even a coffee but a lemon loaf. To go back and say this is because of AA’s coffee selection (which we all know sucks and we all know you hate it too) is just a bit too far, don’t you think? Next all of AA’s operational issues are due to poor coffee causing crew to stop along the way?
Gary Leff reports, “American Airlines Delayed A Flight Because The Pilot Was Stuck In Line At Starbucks.” Yes, that’s right—apparently, the pilot’s caffeine addiction has officially made it into the flight delay playbook.
Fortunately, American Airlines now lets passengers know exactly why their flight is delayed, which is both informative and, in this case, unintentionally hilarious. Here’s a prime example: On April 3rd (Good Friday), I purchased airfare on American Airlines, flight AA 3397 from DTW to ORD, operated by Envoy Air as American Eagle. Ambitiously, I planned to fly from ORD to MCI for a meeting, return to DCA, and then fly back to Detroit the same day. This itinerary is now sponsored by coffee.
Naturally, American Airlines sent a message explaining the delay. Instead of saying the Captain was chasing down a venti caramel macchiato, AA kept it professional: “Your flight from Detroit to Chicago is delayed as your crew completes the required rest period to operate your flight. We’re sorry for the disruption to your travel plans. American Airlines Flight 3397 now departs at 6:48 am on April 3, from Date D27. You can check the American app for more information, and we’ll keep you updated on any changes to your trip. We appreciate your patience as we get you on your way.”
Later, I received another message informing me that I would misconnect in Chicago. To get to MCI on time, I had American endorse my ticket to Delta for their direct flight DTW-MCI, but, alas, I lost my first-class upgrade. Moral of the story: never get between a pilot and his Starbucks.
In the future, I fully expect American Airlines to message passengers with something like: “Your flight from Detroit to Chicago is delayed because your pilot requires his Starbucks Java Chip Frappuccino with extra whipped cream and a caramel drizzle to achieve maximum alertness. Safety first! After all, you don’t want a groggy captain accidentally flying you to Cleveland. We’re sorry for the disruption to your travel plans, but rest assured, your crew will be sufficiently caffeinated and possibly bouncing off the cockpit walls. American Airlines Flight 3397 now departs at 6:48 am on April 3, from Gate D27 (don’t worry, the pilot won’t spill his frappuccino on your luggage we forced you to gate check). You can check the American app for more information, and we’ll keep you updated on any changes to your trip. We appreciate your patience as we wrangle your pilot away from the pastry case.”
@1990
What you really meant was Charbucks. And as for the supposed premium airline, Delta, going with Charbucks is a bonehead move. Did they really think that switching to Charbucks would buy them gravitas in Seattle. After all, it was Seattle people that came up with that name.
Maybe they should just serve roast goose.
I mean Gary’s not wrong on a macro level. Here’s a life or death scenario! https://www.beachesofnormandy.com/didyouknow/Did_you_know_how_tea_influenced_armored_warfare/?id=fdb2269edf
I used to have coffee for the crew of my first flight of the day at 515am with a show time of 430am and the coffee shop wasn’t opened yet. Man, I miss those days!!!
Does anyone else get a free pass to show up late for work if it’s because they wanted to grab food or coffee on the way in?
Not agreed on this one, Gary. Almost all travel blogs point out that the main reason onboard coffee is sketchy is because the water onboard is equally sketchy. Switching to any other brand (even Starbucks) isn’t going to change that one bit. What I would want to see are those 5-gallon jugs of Spring Water in the galley, that’s what would make a good cup of coffee. All of that said, I’ll admit that Starbucks is a love-it or leave-it taste, I’m in the former camp and even purchased enough Starbucks equities for the dividend to pay for my annual Starbucks budget (less guilt that way). As for drinks onboard AA flights, anything after noon and I’m going with the Heineken.
I’m confused, this passenger was mad at the captain for not being on the plane, while the passenger themselves also wasn’t on the plane? Something doesn’t add up here. This doesn’t sound like they were boarded up and ready to go. There’s definitely a missing piece here.
Gary, this story is not about bad coffee an airline serves, it is about a pilot that makes bad choices managing his/her time to the extent they will delay a flight because they MUST have a coffee they don’t have time to get? Bad move.
No. While it’s kind of you to find excuses for the pilot he should have been on time. If he didn’t feel like drinking the coffee served aboard he should have started earlier. His lack of planning doesn’t excuse his inability to do his job in a timely manner.
@Gary – Are you using AI to write contrary pieces that almost nobody will agree with to test it out or something? Last week it was the monumentally unpopular idea of allowing people to talk at their phones at all times during a flight, now this? What’s next, people of size should automatically receive all the free upgrades domestically?
LAVAZZA IS TERRIBLE! Why not follow the leader (Delta) and get Starbucks?
This doesn’t add up. Passengers are allowed to board without either pilot as long as the minimum flight attendant complement is onboard. And a single pilot can complete the entire pre-flight if needed. Unless the capt got off very close to departure to get coffee it wouldn’t delay the flight. And if that was the case the passenger telling the story should have been on the plane.
Alaska airlines has the best coffee of any airline I’ve flown. They use stumptown which is a better roaster than starbucks or any of the others which I love. However lots of people prefer Starbucks so maybe thats what the pilots want served
Cute and pathetic story you have here about a pilot getting a cup of coffee.
First off, we’re required by LAW to be fully rested and alert to perform. If that means a cup of quality (when compared to airplane coffee) then so be it.
But if you’re insuinating that your precious few minute delay is more important than the very person responsible for the operation of the flight, then you go do better.
Can’t they just stick a Keurig or Nespresso machine over in the back corner of the cockpit?
@steve I literally wrote “I don’t blame the pilot. I blame American Airlines.” and the title of this post is about the need for American’s planned new coffee.
@Jim – Starbucks is worse than what United and Alaska serve today
“, but I thought to myself what kind of respect do you have for the customer when you make an entire plane of passengers late, so you can get a Starbucks cup of coffee”
what does that say when it takes 15 minutes for Starbucks to pour a coffee?
personal: I ordered a “new” drink starbucks came up with.. not even a coffee.. and I watched..
first it took over 5 minutes for them to get to my order.. then it took 3 more minutes for one barista to fill a glass with Ice and some syrup. then another 2 minutes for her to go into the fridge, grab a can of soda and pour it into the glass.. and another 2 minutes to take it from the prep area to the counter.. and even though it was an airport gate starbucks , there was not 10 people in line.. they( baristas) just weren’t in any hurry.
No gentleman of discernment here. AA to Starbucks.
Like going from motor oil to antifreeze.
@Doug – Coffee places need an “express” line that serves only black coffee and maybe other basic drinks if they’re quick. Everyone else with arm’s-length order tickets go in the “slow” line.
@ Al
yes, thank you. just yesterday I worked a 12 hour duty day, 3 legs, no food. exactly 57minutes ground time between flights. 57minutes. 10 for deplaning and 35 for boarding. 5 -10minutes for cabin service to clean the plane.. how much time is left to go find food? mind you 6:00am departure so hotel convenience store for breakfast or frozen burrito to go.. nothing but biscoff cookies or pretzels until 7 :00pm.
BTW AA policy, no cabin crew meals for flights scheduled less than 12 hours.
Airline pilot here. Could be another explanation nobody has offered yet. Sometimes the station managers want the door closed to get their “On Time” departure – and to not damage their station’s stats, and in some cases, not affect their bonuses. Some airlines have supervisor’s pay tied to the on-time departure rate of the first flights of the day, or to the turn time of inbound flights throughout the day.
I’ve seen this personally. A gate agent working a flight once confided to me that there are about a dozen or more passengers rushing to make our flight (we were the only flight of the day to their destination – an island vacation destination). If we can only wait about 10 minutes after scheduled departure they’d all make it. If we didn’t, they wouldn’t get there until the next day.
However, the gate agent’s supervisor (the station manager) was insisting on closing the door 10 minutes prior to the scheduled push time like usual. My 5-hr flight plan was showing us arriving 20 minutes early. And the gate agent working the flight doesn’t have the authority to defy their manager and delay closing out boarding.
But I do! Simple – plane doesn’t leave without the Captain. Make an excuse, walk away from the gate, tell them not to close out the flight yet – “Need to talk to dispatch about an issue” or “Crew meals are incomplete and I need to buy some food” or whatever excuse you want to dream up. “I need coffee, but the on-board coffee isn’t strong enough”. Go in the terminal, kill about 20 minutes, return to the gate 10 minutes after the schedules departure.
Tight connections make the flight. Flight still arrives on time. Everyone wins – except the station manager who put their bonus above the needs of paying passengers.
A flight attendant for a major airline. It isn’t really the brand that makes it good cup of coffee. . it’s the temperature and quality of the water used.
For those of you skeptical of the explanation, the flight was delayed due to crew availability – the pilot who was in line at Starbucks.
@AlanZ — Roast goose! *honk*
@Ken A — “never get between a pilot and his (Ch)arbucks” Quite the Kansas City shuffle you dealt with!
If one of my employees came in late and his excuse was “the line at Starbucks was long,” it would be noted. We are in a service industry and the work day begins at 8 am. If you want Starbucks, know the line will be long and leave home a little earlier. Have respect for your fellow staff and clients.
1) If you’re standing in line and it’s time to get to work, you have to get to work – captain’s fault here;
2) CLT is a terrible, overcrowded, disorganized cluster of an airport;
3) Starbucks has long been overrated and overpriced. Coffee that tastes burned and bitter and which is not worth such a wait;
4) Lavazza and Illy are both better than the aforementioned Starbucks coffee.
@Ken A, I think your interpretation of events is wrong. It is highly likely the pilot flew into DTW the night before on a flight that arrived late. FAA rules would then dictate the earliest they could fly on the 3rd. It wasn’t a pilot trying to get coffee. And, btw, I would be very happy if AA offered to change my DTW-ORD-MCI first-class flight to a coach DTW-MCI nonstop. Take the win.
You’re just an AA hater! That flight left 9 minutes late and arrived 10 minutes early. All airline coffee sucks!!
@This comes to mind — It’s possible @Ken A is providing fully-accurate details, or… he’s engaged in clever displays of historical fiction… (or, maybe it’s an Ohio-thing, no?)
@This comes to mind—I agree. Getting a ticket endorsed to the Delta Air Lines nonstop DTW-MCI flight is a win. Tim Dunn is right when he points out that Delta is a premium airline. As an added bonus, when I showed my platinum AMEX card at the Delta SkyClub, I was treated to unlimited cheese cubes and pretzel sticks. The push-button cappuccino there tasted like victory—with maybe a hint of jet fuel. I won’t reveal how many I had, but I left buzzing like the B717-200 engines on my flight. To top it off, the Delta flight attendant served me both a complimentary Biscoff cookie and a MadeGood organic chocolate chip granola bar at my seat.
In the middle east you get punished with all the airlines both big and the low cost for even actually calling sick too many times even though you are really sick.
It tells you how the middle east operates on slave labour and the people that run it are tools.
Stay far away from the middle east !