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“Bring Back Bob” Campaign Calls for Bob Crandall’s Return to American Airlines

“Bring Back Bob” Campaign Calls for Bob Crandall’s Return to American Airlines
Jeff Edwards

A campaign to reinstall 86-year-old former American Airlines head, Bob Crandall as CEO of the world’s largest carrier appears to be less about drafting the airline executive from his retirement and more about illustrating differences between today’s air travel experience and the more glamorous air travel experience of yesterday.

The folks behind freely admit that former American Airlines CEO Bob Crandall isn’t necessarily on board with the idea of reinstalling him as the chief at the massive legacy carrier. On the other hand, that might not really be the point in the first place.

“ is not affiliated with Robert Crandall, American Airlines, or any of American’s labor unions,” the group explains in a telling disclaimer. “It’s simply a reflection on a time when American was a leader in corporate innovation, which benefited customers, employees and shareholders alike.”

Although the site appears to be something of an online shrine to Crandall who retired from the carrier in 1998, the love letter to the former CEO is carefully curated not only to highlight the passenger unfriendly changes that have been put in place in his absence. The group has also carefully chosen a number of news stories and interviews which draw a stark contrast to the public perceptions about current American Airlines CEO Doug Parker.

“When customers, employees and shareholders ALL benefited,” the group proclaims, remembering the glory days and lamenting, “If we could only Bring Back Bob!”

Crandall himself has been critical of both his successors and the current direction of the airline industry. In 2018, he made comments indicating the airline management may have become contemptuous of their own customers. In a speech at the Airline Reporting Corporation (ARC) annual conference, he blamed much of the tribulations of modern air travel on the industry’s deregulation of the 1970’s, but urged airline industry leaders to “pay some more attention to the reaction of your customers” while trying to maintain a healthy bottom line.

Airline industry experts are questioning if Crandall was ever the white knight that he is all of a sudden being portrayed as in the current campaign. “He’s 83 years old, retired from American 21 years ago, and wasn’t exactly a peach — but he represents what is in some ways the airline’s glory days,” View from the Wing columnist Gary Leff offered this week.

The “Bring Back Bob” proponents credit Crandall with “pioneering aviation innovations such as frequent-flier miles, electronic reservations and yield management.” Crandall has admitted, however, that sometimes those innovations were subject to the law of unintended consequences – in the case of American Airlines’ “golden ticket” which allowed purchasers unlimited first class flights for life with disastrous effect.

“We thought originally it would be something that firms would buy for top employees,” Crandall later recalled in characteristically earnest fashion. “It soon became apparent that the public was smarter than we were.”

[Featured Image: Flickr/SDASM Archives]

View Comments (6)


  1. AADC10

    June 18, 2019 at 9:45 am

    Bringing in a new CEO or Chairman will not help any airline. In modern publicly traded large corporations, everything is aimed at pleasing shareholders at the next quarterly report. No other stakeholders, such as customers or employees matter. Even the long term interests of the airline as a viable business is not particularly important.

    This inevitably leads to the race to the bottom. Nothing cheers shareholders than cutting expenses, raising fees, and mass layoffs. Neither Bob Crandall, Gordo Bethune, nor Dick Ferris can bring back the eras in which the worked. You might as well hire Alec Baldwin to play Juan Trippe again and install him in the CEO’s office. It would be just as effective.

  2. edgewood49

    June 18, 2019 at 10:17 am

    another one of those “Anything But Parker”

  3. diver858

    June 18, 2019 at 10:25 am

    Crandall is part of the problem, not the solution. He had several opportunities to work with labor, prepare for the structural changes in the airline industry; when the going got tough, he decided to kick the can down the road, retire. Horton made a valiant attempt to right the ship, but labor cut a deal with Parker, only have themselves to blame for the current dumpster fire.

  4. sfoeuroflyer

    June 18, 2019 at 1:16 pm

    I flew on AA a lot during the Crandall era. It was a MUCH better airline. Hugely better. It had pizzazz.

  5. Austin787

    June 19, 2019 at 7:11 am

    AA needs to look at convincing Richard Anderson to return to the airline industry.

  6. KRSW

    June 21, 2019 at 9:11 am

    I’ve not flown on AA in years, but even when I was still flying them, the decline was very noticeable. I remember when AA was our go-to for air travel. Hasn’t been in some time. DL’s getting our $ and has kept us happy. DL’s service isn’t at Asian-carrier or ME3 levels, but for US domestic, they’re far above the others.

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