United to offer upgraded menu to premium fliers from Sept 1

United Continental Holdings Inc, the operator of United Airlines and Continental Airlines, recently indicated that it will be providing upgraded food menu to its customers in all its carriers effective from September 1, 2014. The airline said that its premium customers traveling in first class will now be able to enjoy a wide choice of gourmet foods and beverages on board their flights.

The upgraded menu offerings are part of the company’s strategy for attracting premium customers in a big way during the ongoing holiday season. The company was for quite some time now tried to make best efforts to cope up with the increasing competition posed by other carriers with their own upgraded offerings.

The company said that the change of menu had become pertinent for its premium customers now as this was the only marketing tool in the highly-competitive aviation industry to attract more and more customers as well as keep the rivals at bay.

Gerry Mcloughlin, Executive Chef, had also remarked that the menu just needed an upgrade immediately in the face of bitter competition and the United Continental Holdings Inc. was also prompt in responding to passengers’ outcry regarding the processed food being served on board their flights.

Todd Traynor-Corey, United Airlines’ Managing Director of Food Services, said that the airline had already decided that it would be investing in its products, particularly food and beverages. He said that the customers had already sounded out to the airline that good and quality food matters them the most. Traynor-Corey also remarked that even the airline has always remained committed to its customers and considered food to be a vital component of passengers’ satisfaction.

As part of its menu upgrade, United Airlines will now be offering an assortment of gourmet menu to the customers, which will include Asian style short ribs, chicken pie and salads.

However, even as United Airlines has gone for food upgrade, its rival American Airlines has adopted a different strategy. According to reports, American Airlines has decided to scale down its food services on all its flights that are of duration of less than 2 hours 45 minutes.

To serve its business class customers better, United Airlines recently installed lie-flat seats in business class cabins on its long-haul international routes. The airline also started offering Wi-Fi services as well.