Many of the theme parks in Florida decided to shut down due to Hurricane Milton traversing the state.
Disney’s decision to charge stranded guests $10 for a peanut butter and jelly sandwich kit during Hurricane Milton has left many scratching their heads. With the theme park shutting down as the storm approached, guests staying at the resort were essentially trapped on the premises, riding out the hurricane in place. What seemed like a generous gesture at first—providing a “kit” that included a jar of peanut butter, a loaf of bread, and a container of strawberry jam—quickly turned sour when it was revealed that Disney was charging for the emergency rations.
The backlash was swift, with critics pointing out the absurdity of a multi-billion dollar corporation profiting off something as basic as peanut butter and jelly during a natural disaster. As one disappointed customer put it, “I was thinking, oh how sweet! Then saw they were charging $10.” For some, the jaw-dropping price was a bitter pill to swallow, especially given the high cost of Disney resort stays. When a company known for its magical experiences and customer service can’t muster the goodwill to offer some free sandwiches to stranded guests, it understandably rubs people the wrong way.
For anyone riding out Hurricane Milton at Walt Disney World they’re selling a PB&J kit for $10 that includes a full jar of peanut butter, a full jar of strawberry jelly, and a full loaf of bread! It’s available at the All Star Music Resort (and possibly other resort hotels as… pic.twitter.com/Jnr3yzLsVq
— Matt Desmond (@DisneyScoopGuy) October 9, 2024
This incident isn’t an isolated PR misstep for Disney. The company has recently faced criticism over a series of price hikes, most notably at Disneyland in California. The cost of a single-day ticket on the park’s busiest days has now exceeded $200, marking the first time ticket prices have reached such levels. While the lowest ticket price remains at $104, the jump to $206 for peak days represents a 6% increase overnight. According to an analysis, ticket prices have skyrocketed up to 114% over the past decade, leaving many wondering if a family visit to the “Happiest Place on Earth” is now reserved for the wealthiest visitors.
As Disney spokesperson Jessica Good tried to smooth over the latest round of price hikes, she cited the “wide variety of ticket, dining, and hotel options” available to guests. However, it’s becoming clear that many families feel increasingly priced out of the magic. For years, Disney has been synonymous with creating unforgettable family memories, but as prices continue to climb, the magic is starting to feel a lot more transactional.
This sandwich debacle during Hurricane Milton might seem like a minor incident in the grand scheme of things, but it serves as a microcosm of a broader issue: Disney’s relentless pursuit of profit, even at the expense of customer goodwill. Whether it’s charging stranded guests for basic sustenance during a natural disaster or steadily hiking up ticket prices year after year, the company seems more focused on maximizing revenue than maintaining its reputation for customer care.
Even as Florida grapples with the devastation left by Hurricane Milton, Disney’s approach has left a sour taste for many, reminiscent of the company’s most controversial moments. It seems the magic is starting to fade, replaced by a cold business calculus that’s as clear as a $10 peanut butter sandwich. In the end, Disney may find that there’s a limit to how much “magic money” they can squeeze out of customers before the spell is broken.
