At the end of 2023, United Airlines (UAL) Chief Commercial Officer Andrew Nocella publicly acknowledged that the airline’s food has not always landed well with travelers.
This came at a time when many passenger complaints with what they were served on United flights were going viral on social media.
“This is one of those things that we didn’t bounce back [from the pandemic] as well with,” Nocella told an audience of people at the Skift Aviation Forum.
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United updates drink menu with wines, Bloody Mary mix and new coffee blends
In the year and a half that followed, United has taken several steps to rework its menus and start offering a rotating range of in-flight treats. These include everything from the Biscoff Stroopwafel that has a cult following among many travelers to new menus for kids and passengers with different types of dietary restrictions.
With the spring travel season now well underway, United has also rolled out seasonal menu changes that include a specific type of illy Arabica sustainable coffee blend for three weeks following Earth Day on April 22. Plus United added new wines from Napa Valley’s Heitz Cellar for passengers in its Polaris business class.
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New drink options also include a Bloody Mary Mix from London-based Pickle house. When it comes to food, United will offer economy travelers a third choice of entree for their long-haul flight meal. Instead of the usual chicken or pasta, travelers will be able to choose from among beef, chicken, and vegetarian meals.
Those traveling in the highest-fare class on domestic flights will be able to pre-order from a selection of new spring entrees: shrimp creole for flights departing out of Houston, Korean BBQ short rib from LAX, and pastrami-spiced chicken from Newark.
Passengers on flights with the Bistro on Board menu (domestic routes of more than 1,190 miles) will see new items like chorizo breakfast tacos and the Chicago bagel breakfast melt for purchase during early-morning flights. A Tuscan caprese burger and chicken parmesan sandwich also will be available during regular hours.
United Airlines recently revamped the children’s meal it serves young travelers on select domestic and international flights.
Image source: United Airlines
The airline has also started serving the famous Magnolia Bakery banana pudding on select first-class flights out of New York last December and will now be expanding the offering with a red velvet flavor.
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“We know our customers are going to love it,” Aaron McMillan, who heads United’s hospitality programs, said at the time the partnership was first announced. “We’re changing the way travelers eat and drink onboard, offering more variety and more elevated options with partners like Magnolia.”
All these changes come at a time when United’s competitors are also looking for ways to stand out in terms of what they serve travelers. While it only affects a small group of passengers on select flights, Delta’s decision to start serving in-flight Shake Shake (SHAK) burgers caught the internet’s attention with tens of thousands of excited comments. American Airlines (AAL) recently also revamped the food it serves in its Admirals Club lounges to feature more regional influences like the Southwest bean salad in Phoenix and a build-your-own taco bar in Miami.
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