It’s a small gesture, but an important one: United Airlines is bringing back pre-arrival meals on long-haul flights in Economy and Premium Economy classes starting next month.
Hot meals before arrival in United Airlines Economy + Premium Economy class
In a flight attendant catering update shared with Live and Let’s Fly, starting May 1, 2022, United Airlines will operate in both United Premium Plus (UPP) and United Premium on international flights longer than nine hours Plus (UPP) and offering a more subtle pre-arrival service Economy Class:
On international flights over 9 hours in UPP and Economy, a tray with a hot main meal will be provided prior to arrival.
Before the pandemic, hot meals before arrival made economy class far more tolerable on flights from the west coast to Europe. In fact, breakfast was often the same as in business class, only served in plastic:
But during the pandemic, that breakfast has been pared down to cookies and yogurt:
In another sign that things are slowly getting back to normal, United are set to reintroduce the heartier pre-arrival meal.
Importantly, this applies not only to Economy Class, but also to Premium Economy Class, which has only received a small breakfast sandwich during the pandemic:
Premium Plus pre-arrival meals now look like this:
Does it really matter? Does anyone choose an airline to Essen? While the answer on the surface is no, consumers do notice the overall quality of a carrier and that can build loyalty over time and move consumers beyond a purely price-based decision (that has certainly been the case for me over the years).
The move means United offers a far better economy class dining experience than American Airlines, which serves a light snack pack before arrival on its flights between London and Los Angeles, despite the fact that it takes over 10 hours.
CONCLUSION
Breakfast is my favorite meal of the day and I’m delighted to see United bringing back a pre-pandemic favorite when I’m stuck in the back. Although a small step, it is significant in that it recognizes that economy class fares and demand have recovered sharply, even exceeding 2019 levels in many markets.
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