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Southwest CEO Asks (Begs) Customers for Forgiveness

Following the airline’s holiday debacle, the CEO just wants one more chance.

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Following the airline's holiday debacle, the CEO just wants one more chance.

Relationships are hard, and we all make mistakes.

Who amongst us hasn’t realized too late that they were neglecting that special someone, and were taking the best thing that ever happened to them for granted? 

Or alternately, who hasn’t felt the cruel sting of rejection, or been dumped out of nowhere…only to have that no good scoundrel slide into their DMs months later, after you’re finally ready to move on? It’s annoying as it is predictable, because love will drive everyone insane at some point.

Fortunately, from the 1975’s “Someone Else,’ to Haim’s “Want You Back” to Adele’s “To Make You Feel My Love” the pop songbook is filled with selections for the times when you realize what a mistake you have made, and the realization that if you don’t get your act together and make things right, someone else will come along and sweep your former flame off their feet. 

While we don’t know the listening habits of Southwest  (LUV) - Get Free Report CEO Bob Jordan, we do know that he has a lot of explaining to do, and that familiarizing himself with the finer points of the Haim sister’s playbook would not be a bad place for him to start as tries to woo back the public at large.

Southwest Wants You Back

Let’s dispense with the pleasantries and call it for what it is: Southwest totally screwed up over the holidays. Just completely ate it. It was tough to watch, if we're being honest.

After getting hit with a massive winter storm, Southwest began canceling or massively delaying flights, including nearly 75% (or 4,000 domestic flights) on the day after Christmas alone. As the week between Christmas and New Year’s went on, more than 16,700 flights were affected, which could end up costing Southwest $825 million, at least.

But while every airline was hurt by the storm, Southwest completely collapsed under the pressure, thanks to a combination of staff shortages, a lack of pilots and a massively outdated scheduling software that, employees allege, “is simply not up to the task of efficiently scheduling staffing.”

What has been especially galling for both employees and the people who found themselves stranded at the airport, is that Southwest’s workers knew about the problem (and have alleged that management was well aware of the issue as well) and have been picketing to bring attention to the problem. 

But employees and critics allege that Southwest’s management have been reluctant to spend the money necessary to hire enough pilots to make up for everyone who retired early or took a buyout during the pandemic, or to update the scheduling software, and have chosen instead to pay themselves large bonuses and pay shareholder dividends.

So now everyone knows the fiasco was completely avoidable, and Southwest’s management is entirely to blame for countless ruined holidays. That’s the sort of screw-up that doesn’t go away quietly, and that could convince a potential customer to choose literally anyone else over the company once known for having the best customer service in the industry.

In response, Southwest CEO Robert Jordan got down on one knee to apologize, cranked up Mariah Carey’s “We Belong Together,” and begged customers’ forgiveness, vowing that this will never happen again. 

We’re kidding, of course, though that would all be a good start for Jordan, who has a lot of work ahead of him. 

Chip Somodevilla/Getty Images/TheStreet

Southwest’s CEO Is Really, Really Sorry

In an e-mail sent to customers, Jordan acknowledged that “during the week between Christmas and New Year's Day, our Customers and Employees–including some of you–endured operational issues that greatly disrupted holiday and end-of-year plans. We want you to know that we are making every effort to prevent that from happening again.”

That’s nice and all, but as anyone who has ever had their heart broken knows, there’s really only one phrase they want to want to hear in this sort of situation, and Jordan took his time getting there, before finally saying the s-word.

“We fell short of your expectations and the high standards we have of ourselves, and for that we are deeply sorry. It is our steadfast commitment to make the necessary changes to address the issues we faced and to regain your trust and confidence. We will continue down our path of providing you the exceptional service you expect and deserve from us.”

In the e-mail, Jordan laid out the corrective steps the airline will undertake, including:

  • Working with “great urgency” to process refunds and reimbursement requests, and to offer “those most significantly impacted 25,000 Rapid Rewards points as a gesture of goodwill for their inconvenience.”
  • ”Establishing supplemental operational staffing that can quickly mobilize to support Crew recovery efforts.”
  • ”Enhancing our Crew engagement technology to efficiently communicate with large numbers of Crew Members during frequent schedule changes”
  • ”Updating and upgrading our Crew recovery system to not only solve current and future schedules, but also provide the ability to optimize established schedules as we revise them during irregular operations.”
  • Jordan noted that Southwest has hired the third-party global aviation consulting firm Oliver Wyman, to make a complete assessment of what went wrong, and the Board of Directors has appointed an Operations Review Committee to further assess the situation.
  • Southwest is also budgeting to spend “more than $1 billion of our annual operating plan on investments, upgrades, and maintenance of our IT systems.”

Jordan said the airline will “commit to keep you updated as we make progress on these efforts as well as additional steps to prevent an event like this from happening again.”

Is this going to be enough to win back the public’s goodwill, especially if rival airlines are looking to win over spurned customers? That remains to be seen, but if Jordan really wants to sway the public’s heart, it’s going to take more than bonus miles, and he might want to consider going to every disappointed customer’s window with a boombox and a copy of Peter Gabriel’s “In Your Eyes.” A little groveling never hurt in these situations, after all, and if he really wants us back, he’s going to have to earn it.

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One city held a mass passport-getting event

A New Orleans congressman organized a way for people to apply for their passports en masse.

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While the number of Americans who do not have a passport has dropped steadily from more than 80% in 1990 to just over 50% now, a lack of knowledge around passport requirements still keeps a significant portion of the population away from international travel.

Over the four years that passed since the start of covid-19, passport offices have also been dealing with significant backlog due to the high numbers of people who were looking to get a passport post-pandemic. 

Related: Here is why it is (still) taking forever to get a passport

To deal with these concurrent issues, the U.S. State Department recently held a mass passport-getting event in the city of New Orleans. Called the "Passport Acceptance Event," the gathering was held at a local auditorium and invited residents of Louisiana’s 2nd Congressional District to complete a passport application on-site with the help of staff and government workers.

A passport case shows the seal featured on American passports.

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'Come apply for your passport, no appointment is required'

"Hey #LA02," Rep. Troy A. Carter Sr. (D-LA), whose office co-hosted the event alongside the city of New Orleans, wrote to his followers on Instagram  (META) . "My office is providing passport services at our #PassportAcceptance event. Come apply for your passport, no appointment is required."

More Travel:

The event was held on March 14 from 10 a.m. to 1 p.m. While it was designed for those who are already eligible for U.S. citizenship rather than as a way to help non-citizens with immigration questions, it helped those completing the application for the first time fill out forms and make sure they have the photographs and identity documents they need. The passport offices in New Orleans where one would normally have to bring already-completed forms have also been dealing with lines and would require one to book spots weeks in advance.

These are the countries with the highest-ranking passports in 2024

According to Carter Sr.'s communications team, those who submitted their passport application at the event also received expedited processing of two to three weeks (according to the State Department's website, times for regular processing are currently six to eight weeks).

While Carter Sr.'s office has not released the numbers of people who applied for a passport on March 14, photos from the event show that many took advantage of the opportunity to apply for a passport in a group setting and get expedited processing.

Every couple of months, a new ranking agency puts together a list of the most and least powerful passports in the world based on factors such as visa-free travel and opportunities for cross-border business.

In January, global citizenship and financial advisory firm Arton Capital identified United Arab Emirates as having the most powerful passport in 2024. While the United States topped the list of one such ranking in 2014, worsening relations with a number of countries as well as stricter immigration rules even as other countries have taken strides to create opportunities for investors and digital nomads caused the American passport to slip in recent years.

A UAE passport grants holders visa-free or visa-on-arrival access to 180 of the world’s 198 countries (this calculation includes disputed territories such as Kosovo and Western Sahara) while Americans currently have the same access to 151 countries.

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Fast-food chain closes restaurants after Chapter 11 bankruptcy

Several major fast-food chains recently have struggled to keep restaurants open.

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Competition in the fast-food space has been brutal as operators deal with inflation, consumers who are worried about the economy and their jobs and, in recent months, the falling cost of eating at home. 

Add in that many fast-food chains took on more debt during the covid pandemic and that labor costs are rising, and you have a perfect storm of problems. 

It's a situation where Restaurant Brands International (QSR) has suffered as much as any company.  

Related: Wendy's menu drops a fan favorite item, adds something new

Three major Burger King franchise operators filed for bankruptcy in 2023, and the chain saw hundreds of stores close. It also saw multiple Popeyes franchisees move into bankruptcy, with dozens of locations closing.

RBI also stepped in and purchased one of its key franchisees.

"Carrols is the largest Burger King franchisee in the United States today, operating 1,022 Burger King restaurants in 23 states that generated approximately $1.8 billion of system sales during the 12 months ended Sept. 30, 2023," RBI said in a news release. Carrols also owns and operates 60 Popeyes restaurants in six states." 

The multichain company made the move after two of its large franchisees, Premier Kings and Meridian, saw multiple locations not purchased when they reached auction after Chapter 11 bankruptcy filings. In that case, RBI bought select locations but allowed others to close.

Burger King lost hundreds of restaurants in 2023.

Image source: Chen Jianli/Xinhua via Getty

Another fast-food chain faces bankruptcy problems

Bojangles may not be as big a name as Burger King or Popeye's, but it's a popular chain with more than 800 restaurants in eight states.

"Bojangles is a Carolina-born restaurant chain specializing in craveable Southern chicken, biscuits and tea made fresh daily from real recipes, and with a friendly smile," the chain says on its website. "Founded in 1977 as a single location in Charlotte, our beloved brand continues to grow nationwide."

Like RBI, Bojangles uses a franchise model, which makes it dependent on the financial health of its operators. The company ultimately saw all its Maryland locations close due to the financial situation of one of its franchisees.

Unlike. RBI, Bojangles is not public — it was taken private by Durational Capital Management LP and Jordan Co. in 2018 — which means the company does not disclose its financial information to the public. 

That makes it hard to know whether overall softness for the brand contributed to the chain seeing its five Maryland locations after a Chapter 11 bankruptcy filing.

Bojangles has a messy bankruptcy situation

Even though the locations still appear on the Bojangles website, they have been shuttered since late 2023. The locations were operated by Salim Kakakhail and Yavir Akbar Durranni. The partners operated under a variety of LLCs, including ABS Network, according to local news channel WUSA9

The station reported that the owners face a state investigation over complaints of wage theft and fraudulent W2s. In November Durranni and ABS Network filed for bankruptcy in New Jersey, WUSA9 reported.

"Not only do former employees say these men owe them money, WUSA9 learned the former owners owe the state, too, and have over $69,000 in back property taxes."

Former employees also say that the restaurant would regularly purchase fried chicken from Popeyes and Safeway when it ran out in their stores, the station reported. 

Bojangles sent the station a comment on the situation.

"The franchisee is no longer in the Bojangles system," the company said. "However, it is important to note in your coverage that franchisees are independent business owners who are licensed to operate a brand but have autonomy over many aspects of their business, including hiring employees and payroll responsibilities."

Kakakhail and Durranni did not respond to multiple requests for comment from WUSA9.

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Industrial Production Increased 0.1% in February

From the Fed: Industrial Production and Capacity Utilization
Industrial production edged up 0.1 percent in February after declining 0.5 percent in January. In February, the output of manufacturing rose 0.8 percent and the index for mining climbed 2.2 p…

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From the Fed: Industrial Production and Capacity Utilization
Industrial production edged up 0.1 percent in February after declining 0.5 percent in January. In February, the output of manufacturing rose 0.8 percent and the index for mining climbed 2.2 percent. Both gains partly reflected recoveries from weather-related declines in January. The index for utilities fell 7.5 percent in February because of warmer-than-typical temperatures. At 102.3 percent of its 2017 average, total industrial production in February was 0.2 percent below its year-earlier level. Capacity utilization for the industrial sector remained at 78.3 percent in February, a rate that is 1.3 percentage points below its long-run (1972–2023) average.
emphasis added
Click on graph for larger image.

This graph shows Capacity Utilization. This series is up from the record low set in April 2020, and above the level in February 2020 (pre-pandemic).

Capacity utilization at 78.3% is 1.3% below the average from 1972 to 2022.  This was below consensus expectations.

Note: y-axis doesn't start at zero to better show the change.


Industrial Production The second graph shows industrial production since 1967.

Industrial production increased to 102.3. This is above the pre-pandemic level.

Industrial production was above consensus expectations.

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