In Memory of Midwest Airlines (Midwest Express)

Frontier Airlines announced that they will stop serving fresh baked cookies on board their flights.  The cookie was the last remnant of Midwest Express.  Republic Airways purchased Midwest and Frontier out of bankruptcy and merged them together under the Frontier brand.  Midwest was known for having “The Best Care in the Air” and that included fresh baked cookies on all flights.  The cookie doesn’t fit with Frontier’s drive to be an ultra-low cost carrier, so it is no more.

Midwest Express Plane Landing

Midwest Airlines started as an extension of Kimberly-Clark’s aviation division.  Flights had 2x2 leather seating (when 3x2 was standard on similar jets) and every flight had a meal service.  It was an all first class airline with economy class fares.  Their hub was Milwaukee and they served all of Wisconsin, most of the Midwest and a few locations on each coast.  Midwest was also active in Milwaukee and advertised heavily, including upgrading fans to their airline seats at Brewers games to show off just how nice it was.  Midwest’s fresh baked cookies were even sold at the games.

Frontier Airlines E190 Plane, Cookie Free Since 2012 

Things took a downturn when high fuel prices and increased Milwaukee competition hit.  Midwest dumped the meals, but kept the cookies, added more seats, and started their race to the bottom.  They stuck it out for a while, but finally went bankrupt.  Republic purchased them in an attempt to make their own national branded airline with Frontier.  All the Midwest branding was removed.  The only thing left was the cookie and now that is gone too.  Midwest focused on service and the customer experience, but those aren’t things many people are willing to pay extra for.  It’s a shame and Midwest will missed.  The airline club at Mitchel Field in Milwaukee is called the Best Care Club, the last bit of Midwest Airlines branding (closing May 31st).

First Time On Frontier

I’m a Star Alliance flyer for about 99% of my trips.  It can get you almost anywhere in the world quickly and easily, but not DEN to LAX on a Wednesday after 9pm.  The only option was Frontier, so I joined a new frequent flyer program, booked my ticket, and broke my flying routine. 

I’ve been interested in Frontier since they (Republic Airways really) took over Midwest Express a few years ago.  Republic is a successful operator of regional jets for mainline carriers.  It’s a nice business model as the large airline pays for fuel and has to sell tickets.  Express carriers just need to show up with a plane and crew to collect a flat fee per flight.  A few years ago, Republic’s management decided to run branded service and purchased Frontier out of bankruptcy.  Soon after, they bought Midwest Airlines in bankruptcy too.  This isn’t proving to be the best business decision as Frontier loses as much money as their core business line makes.  Frontier has a large operation in Denver and is serious competition to United and Southwest at DEN; helping keep fares down.  They also have different animal pictures on their aircraft, so it makes for fun plane watching too.  I had never traveled with them before and didn’t know anything about flying with them.

My travel experience with Frontier was pleasant all around.  There were no lines at check in and no window seats on my flight.  Frontier sells their equivalent of Economy Plus called stretch seating; it provides a few more inches of leg room and seat up front, but I declined the upsell.  If you don’t buy a stretch seat, select row 20 or higher, those are the first rows called in general boarding.  The boarding process could have been done better because there was no general explanation of the process before it started, so everyone gathered around thinking they could be next.  The gate agent made one announcement per group and had to turn many people away because they didn’t hear the single announcement.  Frequent use of the PA would be a simple solution to a frustrating situation.

Decent legroom on Frontier's A320

The aircraft was a new A320 and spotless inside.  It had LED lighting and the new slim style seats.  I sat in seat 20B, a middle seat, but with enough space for the two hour flight.  There are seat back TVs available for a fee, unlike JetBlue’s free DirecTV offering.  The flight attendants came through with a drink offering and baked onboard chocolate chip cookies, the lasting legacy of Midwest Express.  The flight arrived on time and I enjoyed my first Frontier flight.  I don’t think I will become a regular, the EarlyReturns program is very weak, but will defiantly consider them for future travel.