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Vince Vitrano: Not For Broadcast

NOTHING LEFT BUT THE COOKIE

BUT YOU CAN GET ONE AT THE MOVIES

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Midwest Airlines most marketable asset is now... the cookies.

We got the most curious news release this morning. It's a big to-do about Midwest Airlines (formerly Milwaukee's Hometown Airline... now owned by a company in Indianapolis) selling it's famous chocolate chip cookies at several area movie theaters. Four Marcus Theaters will offer 3 packs of the cookies.

The most obvious point, but not the most important, is that the Midwest Chocolate Chip cookies are hardly the best cookies ever. I mean, they're fine, but... The reason people go nuts for them, is that they're being served still warm at 40,000 feet in the air... not because they're that good.

Quick aside: For whatever reason, anything handed to you on an airplane tastes really good. I mean... how anxious are you to get that can of soda and 7 peanuts? So good. I mean, don't you look way more forward to the beverage cart coming up the aisle than you should. It's a can of soda... big deal! Really... it's not the quality of the cookie; it's the novelty.

Here's the larger point. What is Midwest Airlines spending its precious time, effort, and resources promoting? Cookies. Seriously. Cookies.

I've written here many times how the old Midwest is gone and certainly never coming back. The airline you used to pay more to fly because it was just that much better. The airline with the wide leather seats all the way through. The airline with the great food that came on china with real silverware. The airline that served complimentary wine and champagne. The airline with the non-stop service from our hometown. The airline with local workers from the headquarters to the maintenance crew. The airline with the fancy new planes.

All of those things are either gone or greatly diminished... but don't worry. We've still got the cookies.

They say the cookies will cost 4 bucks for a package of 3 at the theater. Let's hope standard airline "pricing" tactics do not apply. You know... $4 for the cookies, plus $1 for the cookie ordering fee, plus $.50 for a wrapping fee, local theater fee, security screening fee, Federal Agency of Cookie Cutters assessment fee, etc. etc. The $4 cookies end up costing $7.50. 

DAD: Kids... when daddy was younger, Midwest was an airline. It was the best airline out there. Everybody was first class.  I once had an in-flight meal that included steak and red wine, and it was included in the price of the flight. 

KIDS: Midwest Cookie Company used to be an airline?

DAD: That was a long time ago.

emails: vvitrano@todaystmj4.com

follow me on twitter: http://twitter.com/vincevitrano

 

 

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