Using its radial approach to route development, Business Express launched service to Milwaukee's General Mitchell International Airport in 1994, competing directly with Midwest Express. The carrier operated two daily nonstop flights in the marketplace with 70-passenger Avro RJ70 aircraft, but generated lower-than-anticipated passenger traffic, and suspended the service in January 1995. Apart from its independent Northwest Airlink codeshare on Minneapolis-Aspen/Snowmass service, Milwaukee was the westernmost destination of the fully integrated BEX system. Its severely weather-affected market in the Northeast, Canada, and Upper Midwest made Southern routes both attractive and potentially feasible. Nevertheless, Business Express was unable to penetrate Southern vacation travel markets due to overlap with other Delta Connection carriers in Cincinnati and Atlanta. The airline lacked true 'feed' into one of Delta's largest mainline hubs. Constricted by a fierce operating culture in the Northeast and a lack of viable markets, Business Express was unable to identify a consistently profitable market for its jet aircraft. The airline never took full delivery of the Avro RJ70 order. BAe146-200s were replaced by five Avro RJ70s that operated primarily in the New York to Cleveland and Detroit markets, as well as between Boston and Baltimore, Norfolk, and Richmond.