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JetBlue Debuts New Premium Business Class Experience: Mint

by on June 12, 2014 · 14 comments

in JetBlue

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TPG Creative Director Adam Daniel Weiss was given an exclusive sneak peek by JetBlue at Mint, their “refreshing take on a premium experience”, here is his review of the product.

JetBlue’s Mint experience really is just that, quite the experience indeed, as I was treated to a preview of the product along with other members of the press Tuesday afternoon at JFK Airport in New York City. Although the premium cabins were announced this past September, the inaugural flight will be June 15th between JFK and LAX and starting in October the brand will launch JFK to SFO. Flights on the new A321′s will start at $599 for a one way trip, which TPG discussed at the preview event last September, stating that these seats are about 50% below current market price.

Some of the highlights of the product:

  • 16 Fully lie-flat beds up to 6’8″, the longest in the US domestic business class market…even TPG could fit!
  • Seats arranged in 2-2 configuration in rows 1,3 and 5 and 1-1 private closed door suites in rows 2 and 4
  • JetBlue will be the first and only airline in America to offer customers the option of a completely separate suite seat with closable door with no cost difference to the 2-2 rows
  • Seats up to 22.3″ wide, the widest seats on average in the US domestic market with massage function
  • Pre-departure specialty cocktails followed by a cocktail and amuse-bouche once airborne
  • “Wake Me For Service” button to allow for customers to be woken for meal service
  • Curated menu by NYC restaurant Saxon + Parole allowing for customizable meals served tapas-style
  • First purposely-built cappuccino machine for a US airline
  • Customized men’s and women’s amenities by Birchbox
  • Desserts from Blue Marble and sweets from Mah-ze-Dahr, both New York-based establishments

Boarding:

After being taken down onto the tarmac to look at the outside of the new A321, we boarded to find a wide-smiling crew debuting new outfits designed by Michael Schwarz of design brand Stan Herman, famous for creating the uniforms for McDonald’s, Fedex, Avis and multiple hotels and casinos.

A321 featuring Mint

A321 featuring Mint

JetBlue flight lead Deborah showcasing the new uniforms by Stan Herman

JetBlue flight lead Deborah showcasing the new uniforms by Stan Herman

A321 seat configuration showing the 1-1 suites and 2-2 seats

A321 seat configuration showing the 1-1 suites and 2-2 seats

Seats:

Upon sitting down, passengers found large pillow and blanket sets in grey and white with mint green trim and a hand-signed note from the Mint cabin crew as well as letting us know that we will be served a “RefreshMint”, a delicious cocktail (or mocktail if you prefer non-alcoholic) featuring vodka, honey-infused limeade and fresh mint. The seats themselves were very comfortable and allowed for me to lie completely flat, and the added massage feature enhanced the moment. The seat came equipped with a 15″ flat screen that had the standard JetBlue DirectTV Programming, however the lone disappointment with the experience was the tv was not a touchscreen, which is the industry standard and I was forced into using the remove built into the seat. I inquired as to whether this would change and I was told that the screens have the capability to be upgraded to touchscreens, though I was not given a date as to when this would happen. Instead of traditional headphones, Mint passengers are given iGrado wrap-around headphones by Grado Labs.

Welcome note from cabin crew, a small but impactful touch

Welcome note from cabin crew, a small but impactful touch

Mint Seats, 22.3" wide, the widest seats on average in the US domestic market

Mint Seats, 22.3″ wide, the widest seats on average in the US domestic market

Mint "Suite" Seats, shown with the privacy door open and closed

Mint “Suite” Seats, shown with the privacy door open and closed, no additional cost for the single throne

Fully lie-flat beds up to 6'8", the longest in US domestic business class

Fully lie-flat beds up to 6’8″, the longest in US domestic business class

15" flat screen with up to 100 DirecTV programming and 100+ SiriusXM radio stations, games, movies, TV shows and more

15″ (non-touchscreen) flat screen with up to 100 DirecTV programming and 100+ SiriusXM radio stations, games, movies, TV shows and more

One of the three power outlets and the seat control panel

One of the three power outlets and the seat control panel

iGrado behind the ear headphones by Grado Labs

iGrado wrap-around headphones by Grado Labs

On-Board Dining:

Probably the most unique and exciting part of the Mint experience is called “NOURISHMINT” wherein the passenger is able to customize their own meal by choosing three items among the five tapas-style “comfort food with a twist” items curated by NYC’s Saxon + Parole. The July menu featured a Portobella mushroom mousse, Long Island duck & pistachio galantine (pâté), Black Angus burger, Shrimp and mascarpone grits and Burrata cheese ravioli. I opted for the mousse, the galantine and the burger, and each was delicately presented and incredibly tasty. The galantine was a bit dry, but aside from that the sizes were portioned out well, the presentation was flawless and the attention to detail was noted. Following the meal, I had the option to have a fresh espresso from the purposefully-built cappuccino machine (the first for a US airline), as well as organic coffee ice cream from Blue Marble and a fresh fruit salad. Before deplaning at the end of the journey, all Mint passengers are given a sweet treat from NYC-based Mah-ze-Dahr a new bakery in partnership with Top Chef’s Tom Colicchio.

NOURISHMINT - Curated by Saxon + Parole

NOURISHMINT – Curated by Saxon + Parole

Welcome drink, followed by amuse bouche and cocktails once airborne

Welcome drink, followed by amuse bouche and cocktails once airborne

Food curated by Saxon + Parole, served tapas style and customized by the passenger

Food curated by Saxon + Parole, served tapas style and customized by the passenger

A parting gift, a gooey chocolate brownie from Mah-ze-Dahr

A parting gift, a gooey chocolate brownie from Mah-ze-Dahr

Amenities:

Spicing up the usual amenity kit, JetBlue has opted to go with boxes prepared by Birchbox, a subscription service known for delivering beauty and grooming samples to subscribers. Mint provides different boxes for men and women, filled with items including Jack Black men’s lip balm, shaving cream by Ernest Supplies, Benefit mascara, and more.

Customized men's and women's amenity kits curated by Birchbox

Customized men’s and women’s amenity kits curated by Birchbox

Men's and Women's curated Birchbox amenity kits

Men’s and Women’s curated Birchbox amenity kits

Overview:

All-in-all, I was thoroughly impressed with the new Mint product. The seats are comfortable, the amenity kits are a nice surprise and the food service is unlike anything I have seen before. It was nice to not only have options, but to really create my own meal from several choices made it a truly unique experience. Add in the fact that the $599 price tag for a transcon upper-class premium service is a veritable steal, Mint is a great service, and that is quite refreshing.

Related Posts:

Flight Review: American Airlines Transcontinental A321 First Class JFK-LAX

Flight Review: Delta 767-300 Transcontinental BusinessElite LAX-JFK

Delta Unveils New 757-200 Transcon Interior Upgrade Coming to BusinessElite and Economy

Flight Review: Virgin America Main Cabin Select: Is It Worth It?

Flight Review: American Airlines Transcontinental A321 Business Class LAX-JFK

A New Age of Transcontinental Travel Begins: My First Lie Flat JFK-LAX on United p.s.

Disclaimer: The responses below are not provided or commissioned by the bank advertiser. Responses have not been reviewed, approved or otherwise endorsed by the bank advertiser. It is not the bank advertiser's responsibility to ensure all posts and/or questions are answered.

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  • Boulders

    First flight isn’t until 8/5

  • thepointsguy

    According to JetBlue representative and their site (http://www.jetblue.com/flying-on-jetblue/mint/) it launches on June 15th. Thanks!

  • DL Diamond

    I’m super excited to check out Mint, especially at the marketed price point. It looks like there’s plenty of availability at $599-799 each way. With DL no longer upgrading on transcon flights, I’ll likely be moving a big chunk of my NY-LA/SF flights to JetBlue. Also, Saxon + Parole is amazing…what a great partnership.

  • Joe

    $1200 round trip just seems expensive, and half off even at that. Economy aisle is just fine by me, thanks!

  • Ven

    Agreed. Should be able to fly RT for $300-$400 in Economy. With Economy Comfort, the benefit of first on a transcon is what? A meal? Taking a nap? Is that really worth $800 for two 5 hr flights?

  • joeypore

    Considering itineraries on similar products price out to well over $3000, it’s a great deal. This route has a lot of premium traffic that justify the price.

  • joeypore

    Would love to try it out, though I like AA’s 321T first class cabin and knowing you are going to have aisle access. But for $599… this is definitely a step in the right direction for premium transcon travel.

  • - -

    Link no-workie

  • Nelson

    Is the $599 price tag an introductory offer? or will JetBlue maintain the price at that level into the near future?

  • Elizabeth

    Anyone care to speculate whether Mint will come to other transcontinental routes? I’d definitely try it on the Seattle to Logan or Seattle to JFK routes!

  • Will James

    Doesn’t this seem like overkill for a Transcon flight?

  • William

    Just booked a flight in Mint from LAX-JFK. It’ll be a great way to cap off my train trip out west.

  • Nick

    Wrong

  • airforceaggie

    not when you consider that a commercial flight can cost around 650. factor in the cost of bags, that comes to 850 for a round trip. At 1100, that’s only 250 more. Yeah, that is definitely worth the price to not sit with the riff raff.

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