Is This Luxury—Or Just 2007? Hot Nuts Are Still Ruining First Class
Is it time to eliminate hot nuts in first class? They’re boring and they do not distinguish the product. It’s like airlines aren’t even trying. And that’s why coming up with a replacement seems like a real opportunity to wow customers with something different.
Since American Airlines wants to pivot to offering a premium product, but doesn’t seem to know how, I’ve been thinking about ways they could go premium without spending much more money. After all, even as they say they want to be premium they just cut second drink service on longer coach flights. My first suggestion was that improving their onboard coffee would be a good start. And they could do that in coach which is where most passengers fly.
So what would it mean to offer a real premium product, and not just a ‘me too, but slightly less than’ version of United and Delta? One real opportunity for an airline to distinguish itself would be to recognize that it’s time to replace the hot towel and hot nuts first class rituals.
As some online commentators would like to see:
[H]ot nuts in first class are the airline equivalent of your grandma’s candy dish. Once iconic. Now just sad, always stale, and vaguely suspicious.
Every time that tiny ramekin of lukewarm, over-roasted mystery legumes shows up, I wonder: “Is this what luxury tastes like? 2007?”
So here’s my modest proposal at the same or less overhead to AA. Two alternative snacks that might not taste like they’ve been aging in a pressurized drawer since the Bush administration:
Option A: A single, delicious parmesan shortbread cookie — fancy, flaky, and no risk of accidental dental work.
Option B: Little crackers and a tiny tapenade dip cup.
There is a certain sameness to the nuts. I usually decline them, or if I don’t it’s because I miss my window and I don’t want to be rude as a flight attendant is placing them on my tray. There’s just so little variance in the product, outside of that time when disgraced former United CEO Jeff Smisek’s cost-cutting meant that whole cashews were replaced with cashew pieces.
Now, some airlines ‘mix’ it up a bit. A more premium version might be mostly cashews.
There’s the Hawaii nut mix, with candied dried pineapple.
Or the local flavor of Hawaiian Airlines macadamia nuts.
I always loved the British Airways premium cabin nut mix, to be honest.
And I do like American Airlines olives, which I eat and usually leave the nuts.
During the pandemic, American Airlines had hopes of keeping cost cuts even once the worst was over, and instead of bringing back first class meals replacing them with something that “still has a premium feel but is different and more modern.”
What would more modern and more premium look like for the pre-meal drink accompaniment?
- Mini Antipasto Skewers. Bite-sized skewers with things like mozzarella pearls, cherry tomatoes, olives, basil, or roasted peppers.
- Spiced or Sweet-Roasted Seeds. Pumpkin or sunflower seeds roasted with gourmet flavorings (maple-chipotle, thyme & sea salt).
- Artisanal Crackers with Individual Spreads. Crackers made from grains like spelt or quinoa. Accompany with spreads (herbed cheese spread, hummus, or tapenade).
- Small “Amuse Bouche” Canapés. Mini crostini or petite tarts with interesting toppings (whipped goat cheese, roasted vegetables, smoked salmon). This would obviously be a bit pricier.
- Individually Wrapped Specialty Chocolates. Maybe replace the drink accompaniment with something after the meal like petit fours? Filled chocolate bonbons perhaps or macarons, to pair well with post-meal coffee or tea.
- Savory Shortbread Bites. Buttery, crumbly shortbread made with herbs, aged cheese, or even black truffle. Or, better yet, I can’t even tell you how delicious the crepes fourrees are that Air France serves, but maybe place them in a ramekin rather than serving in the box?
Some of these are a bit pricier, so not the sort of thing that Devon May would ever sign off on at American Airlines. But an airline that wanted to differentiate its first class product, create more of an experience, and compete for higher margin business seemingly could do so with a bit of creativity.
The truth is, of course, that airlines want to balance premium perception, cost-effectiveness, and simple service.
- relatively long shelf life
- minimal labor to serve (no complicated prep or plating)
- stored and distributed efficiently with limited risk of spoilage
You’d be more likely to see gourmet popcorn, artisanal cheese crisps, and spiced or sweet-roasted seeds than antipasto skewers or canapés.
