JetBlue Airways is preparing to introduce a buy-on-board option later this month on all Airbus A320 flights over three hours and 45 minutes.
The carrier's vice president - revenue management, Dennis Corrigan, told the Low Cost Airlines World Americas conference in Miami on 3 June that JetBlue will be introducing an "enhanced buy-on-board programme within the next few weeks".
Speaking to Flightglobal after his speech, Corrigan said five different cold food options will be available for $6 from mid-June. "It should start rolling out on all flights over 3:45," Corrigan told Flightglobal.
He says JetBlue trialled buy-on-board with several different vendors last year. The concept was first looked at after the airline received feedback from passengers who expressed interest in having the option during longer flights of buying food that is more substantial than free unlimited chips. JetBlue has always offered on all its flights free unlimited chips or other snacks as well as free unlimited non-alcoholic beverages.
"It literally came up from our customers," Corrigan says.
As none of the aircraft in JetBlue's fleet are equipped with galleys, only cold food will be available. The five options include four boxed meals and one cheese and cracker tray.
JetBlue has determined there is sufficient space on both its A320s and Embraer E-190s to accommodate the boxes and trays. But for the first few weeks of the programme the buy-on-board product will only be available on A320 flights of at least three hours 45 minutes. JetBlue plans to subsequently introduce the product a few weeks later on eight E-190 flights of over three hours and 45 minutes.
Given the three hour 45 minute threshold, Corrigan says all trans-continental flights and some international flights to the Caribbean will be included in the programme. "I think eventually we'll roll it out to more medium-haul routes," Corrigan says.
Corrigan says JetBlue has not estimated an exact revenue contribution from the buy-on-board initiative. But he says it will not be nearly as much as large as its extra legroom product, which is now generating $75 million per year in revenues and is expected to generate $90 million.
"It should at least cover its costs and then some," Corrigan says.
Source: Air Transport Intelligence news
