By Michael Garko, In Airline News
Frontier is ending its famous free, warm chocolate chip cookie service as soon as supplies run out. The airline told employees in a letter that the cookie did not provide the added value to offset the expense.
“Frontier is the only domestic low-cost carrier offering a free perishable snack to all customers, which does not align with either the perception or financial reality of the ultra low-cost business model,” said Daniel Shurz, senior vice president.
Currently, Frontier is working towards becoming an ultra low-cost carrier, similar to Spirit Airlines. Spirit is known for its provocative ad campaigns and charging fees for a wide range of services, including carrying on baggage.
The cookie tradition began on a Midwest Airlines charter flight to pick up the NBA’s Indiana Pacers basketball team. The cookie proved popular instantly and became an icon for Midwest’s marketing strategy and popular passenger oriented service.
In 2009, Midwest Airlines was sold to Republic Airlines, who also purchased Frontier months later. It was decided to merge the carriers, while keeping the Frontier name, but Midwest’s cookie tradition.
That tradition will now come to an end at the beginning of next month.
The Journal Sentinel of Milwaukee writes:
That warm chocolate chip cookie that airline passengers relished — and that helped Milwaukee’s Midwest Airlines claim “the best care in the air” — will fade into history at the end of the month, like the airline itself that’s been swallowed up by competitors.
In their place, bags of Pepperidge Farms Goldfish Crackers or Barnum’s Animal Crackers will be offered, the company said. The snacks will be complimentary, however, only for the carrier’s Ascent, Summit, Classic and Classic Plus customers, and unaccompanied minors. Those flying economy will have to pay $1 for the crackers, (a Frontier) statement said.
“This is the last bit of news related to Midwest Airlines,” said Jay Sorensen, a former marketing executive for Midwest, to the Journal Sentinel. “Now the book is closed effectively, which is fine. It was a grand airline.”