Passengers on United airlines flights across the U.S. will now have the opportunity to experience a little piece of Chicago no matter what part of the country they’re flying over. The company announced this week it will offer passengers Uno’s Pizzeria deep dish pizza for purchase on domestic flights that are 3.5 hours or longer starting on July 1.
The Uno personal pizza is the exact size of United’s in-flight cooking skillet, making it easier to heat up in transit, a spokesman from United said. Passengers can buy one for $9.99, or a pizza and beer combo that includes a Miller Lite for $13.99.
United is just the latest airline to add specialty food options to its flights, as domestic companies work to make their food choices more appetizing. Earlier this month, Delta Air Lines partnered with two well-known Los Angeles chefs to upgrade its in-flight menu. In 2016, American Airlines tapped celebrity chef and Chopped judge Maneet Chauhan to revamp its menu. Previously, New York restaurateur Danny Meyer worked with Delta Air Lines to add specialty items like barbecue ribs to its menu.
The culinary makeovers come as airlines have faced a series of high-profile customer service missteps and consumer complaints have skyrocketed A recent study from travel website Airfarewatchdog.com found that 92% of travelers say traveling by air today “leaves a lot to be desired.”
In-flight experiences such as meals are the top way for airlines to stand out from competitors because it’s difficult to substantially lower airfares due to fixed costs like fuel, said Ashley Raiteri, chief data officer for air travel company AirHelp. Airlines outside the U.S. are ahead of this trend, offering complimentary in-flight food choices and varied menus, she said. Singapore Airlines subsidiary Scoot, for example, allows passengers to choose from up to 15 different kinds of meals when they book a ticket.
“Expect domestic U.S. airlines to follow this trend,” Raiteri said. “It’s important for them to offer unique experiences in flight and there’s only so many different ways to provide access to television. Food is one area where an airline can generate tremendous brand awareness, which makes them unique.”With the cost of flying on the rise, not all American travelers will want to pay extra for in-flight perks like fancy food, according to Raiteri.
“The American passenger is not yet trained to appreciate paying for extras,” she said. “In most cases, Americans feel like they’re being ripped off by having to pay for additional services. But this is the trade-off we have to make to keep fares low. It remains to be seen whether Americans, who expect fantastic customer service across the board, will accept paying more for specialty food.”
To keep passengers happy in the air, it may make sense for airlines to serve less-than nutritious food, said Brian Sumers, who covers airlines travel industry website Skift. Although many travelers claim in focus groups to want healthier options, when they get on the plane they’re more likely to go for a burger over a salad, he said.
“You’re at high altitudes, you’re stressed and nervous, and you want the fattiest thing they can find,” he said. “People don’t care about health when they fly, they want the thing that will taste the best at that point.”