United Airlines will begin offering pre-order for its inflight appetisers in the fourth quarter of this year.
The pre-order service is already available for entrées and pre-arrival meals on its international flights in business class and premium economy cabins, and on US domestic flights in premium cabins.
United currently offers passengers a choice of two appetisers but longer term it plans to offer additional appetisers choices for pre-order.
Meals can be pre-ordered from five days before departure up to 24 hours before departure time.
The move was revealed by Aaron McMillian, United Airlines Managing Director – Hospitality Programs, during a panel discussion on the second day of the IFSA Global Expo in Dallas.
McMillian said United was also now allowing passengers to opt out of meals onboard, perhaps if they are choosing to dine in the airport lounge instead or would prefer to sleep.
“This has been going very well but we’re making sure our crew are equipped to offer something if the passenger changes their mind,” he said.
Speaking after the panel, he told Onboard Hospitality magazine that around 55%-60% of entrées were now pre-ordered on its international flights and attributed the success to regular and well-timed communications with passengers in the lead-up to their flights.
“The option to pre-order is getting communicated to them two or three times and up to 24 hours before,” he said.
The IFSA panel discussed the ideal cut-off point for pre-ordered meals, agreeing it would be four hours, but panellists agreed this would not be logistically possible for caterers.
Pre-ordering is regarded as a key way for airlines to reduce wastage on board. Industry figures suggest that up to 20% of inflight food and drink is not consumed on a flight, although this figure fluctuates depending on the flight.
Some of the snack items and beverages can be repacked and replenished on domestic flights, but on international flights all F&B waste has to be incinerated on arrival.
McMillian said United Airlines has recently begun using cameras on selected flights to monitor what is being consumed and what isn’t.
“It’s been a real eye-opener,” he said. “The next stage is how to take that pilot test and do this at scale, especially with the scale of our network and our catering operation.”
