American is trying to become more competitive with Delta and United, given the massive profitability gap between the airlines. The company’s management is finally realizing that the only way to succeed is by investing more in the passenger experience.
Along those lines, American has just announced its latest product investment, and it involves lounges. Admittedly it’s easy to make this all look and sound great for a press release, but I think I’m impressed?
American upgrades Admirals Club & Flagship Lounge food
American has revealed that it’s significantly upgrading dining across its Admirals Clubs and Flagship Lounges, which the airline describes as “redefining the premium lounge experience” (a bit of a stretch).
This includes refreshed culinary offerings with greater choice, more complete meal offerings, and an elevated presentation, intended to create a “premium, restaurant-inspired experience.”
So, what exactly is changing? In American Flagship Lounges (the premium international lounges), improvements include the following:
- Expanded culinary choices, including a wider range of a la carte dishes that can be ordered via QR code (something that started at the Flagship Lounge PHL, and will now be expanded to the rest of the network), as well as updated dishes at the buffet
- More interactive dining experiences, like new action stations, including a cheese-monger cart, which “bring craftsmanship and personalization to the forefront of the travel journey” (lol, who comes up with this stuff?)
The Flagship Lounge buffet will include the following updated options:
- Watermelon cucumber feta salad at the Flagship Lounge DFW
- Ham and egg chive waffle at the Flagship Lounge ORD
- Thai basil and chili crispy shrimp at the Flagship Lounge LAX
- Citrus-rum shrimp at the Flagship Lounge MIA
- Pineapple carpaccio at the Flagship Lounge DFW
- Sour cherry cheesecake at the Flagship Lounge PHL
Meanwhile in American Admirals Clubs (the more basic membership lounges), improvements include the following:
- More variety more often, including an expanded, frequently refreshed menu that brings travelers more of a rotation of dishes crafted with frequent flyers in mind, along with an improved premium wine selection, including Veuve rosé and Caymus cabernet sauvignon available for purchase
- Two additional hot options, to make it easier to build a more well-rounded meal
- Elevated presentation, including an upgraded charcuterie selection that improves both quality and visual appeal
The updated Admirals Club menu will include the following:
- Lemon herb chicken and mac and cheese bar at the Admirals Clubs in DEN, STL, and YYZ
- Chipotle lime chicken at the Admirals Clubs in AUS, BNA, DFW, and IAH
- Coconut turmeric chickpea and vegetable curry at the Admirals Club MIA
- Build-your-own breakfast tostada at the Admirals Club CLT, DCA, and RDU
- Rustic zucchini and flame-roasted corn at the Admirals Club LAX, PHX, SFO, and SNA
I’m cautiously optimistic about these changes
Admittedly I try not to read too much into press releases and focus too much on the pictures, since what’s promoted and the reality are often far from being the same. I do think this is a meaningful improvement, though.
I think the biggest improvement is in American Flagship Lounges. It’s nice to see a la carte ordering options, as that adds a nice, premium touch, especially given what the competition is doing. I’m also happy to see the increase in action stations. Meanwhile I wouldn’t think too much about the new rotation of dishes at the buffet, since airlines always love to hype the new selection as somehow being superior to the rest.
In the case of American Admirals Clubs, I think the main positive change here is the addition of two more hot options. That might sound minor, but the Admirals Club selection of hot food has been extremely limiting. For example, I don’t eat pork, yet so often one of the only options is a pork dish. That doesn’t just exclude me (as someone who loves pigs), but also two major religious groups.
Bottom line
American is investing in its Admirals Club and Flagship Lounge catering, and the changes sound positive. Admirals Clubs will get two more hot dishes, along with improved presentation. Meanwhile Flagship Lounges will get a la carte ordering via QR code, along with more action stations throughout the day.
Kudos to American on these changes, and I look forward to seeing them in person.