BY SAM RAPPAPORT
For three days last week, Los Angeles residents had the good fortune of being within the delivery zone of Patsy’s Pizzeria in East Harlem. Jet Blue ran a promotional campaign that flew a total of 1,050 pizza pies—or, 350 per day—over the continental United States to feed the cravings of Angelenos hungry for a taste of New York.
The promotion ran from May 9 to 11, during which more than 100,000 people visited the temporary website jetblue.pizza to place orders for one of the coveted pies. Those looking to order the pies had to stay up late. Jet Blue began taking orders at midnight on each of the three nights for deliveries that would take place between 7 p.m. and 9 p.m. the following evening. Needless to say, not all who tried to order succeeded. Each day of the promotion, the pies sold out within seconds. Jet Blue noted that more than 5,800 social media posts about the program surfaced over the course of the three days.
The pizza, coming both in selections of cheese and pepperoni, started out in a coal-fire oven in Patsy’s Pizzeria. From there, it traveled to John F. Kennedy International Airport, where it then hitched a ride to LAX on one of Jet Blue’s passenger flights. Once on the ground, the pizza was brought to a kitchen and prepped for final delivery before being dispersed across Los Angeles.
“Ultimately, Pie in the Sky was a fun program we were happy to deliver to our customers,” Jet Blue spokeswoman Brittany Zahoruiko said when asked if the airline had any similar promotions in store. “We have no specific plans, but our customers have been quick to offer suggestions on social [media], so you never know what it might inspire in the future.”