United is testing new pre-order service for first-class meals

United Airlines has begun testing a service that would allow domestic first-class passengers to pre-order meals on their flights. The test began on select flights from the Chicago-based carrier’s hubs at Dulles International Airport outside Washington, D.C. and at Los Angeles International Airport, reported bizjournals.com.

Most of the flights where the new service option is being tested are bound for other United hubs, including Denver and Houston. United is positioning the test as a sign of the carrier’s growing “commitment to customers” as it re-evaluates every aspect of its operations.

But the test is also United’s way of trying to keep up with the Joneses, as it were. Rivals American Airlines and Delta Air Lines already offer this first-class pre-order meal option, which is a convenience for passengers, but also helps airlines better allocate how many of each entree to load on flights.

A United spokesman emphasized that the pre-ordered entree options are the same as those that would normally be served in the first-class cabin, which means no specially-prepared dishes will be part of the test.

During the test phase, select first-class customers will be sent an email directing them to a dedicated meal reservation page at united.com to make their meal selection as early as five days before their flight and up to 24 hours before departure. If passengers opt not to pre-select, they will have to work with what is available in the galley when they board the plane. The same goes for passengers who may be upgraded to first class just prior to departure.

Before deciding to roll out the first-class pre-order meal service, United said it will follow up with customers selected for the test, evaluate their feedback, make adjustments, and then decide whether to go with a full rollout.

But given that American Airlines and Delta Air Lines are already offering this pre-order service, the likelihood is great that United will find a way to make it work.