From Onboard Updates (Sept 22):

You probably question why, with all that's going on in our company, United is revisiting the sale of food on board. The bottom-line is that we are continuing this effort because it benefits our customers and makes good business sense for our company. This new and exciting approach to on board meal service is very customer focused and the wave of the future.

As you may know, our competitors, such as America West, Northwest, Midwest Express, US Airways and Delta, have all either tested or implemented a Buy On Board concept. United will further evaluate this offering with nationally known and respected brand name food - the same quality as found in restaurants. If successful, Buy On Board will stop the "rollercoaster" effect our customers experience, that is, when times are good we invest in food and when times are not good, we reduce food offerings. Buy On Board allows us to deliver a consistent product offering in good times and bad.

As airlines have tightened their belts, customers have become more accustomed to the absence of any food onboard a flight. With Buy On Board, we not only can meet customers' desire to receive food on board, but in many cases provide them a choice of a significantly improved product. From a financial perspective, this makes good business sense as United will reduce the current costs associated with providing free meals and shift meal expense risk to our caterers.

This means that caterers will bear the cost of providing the food and the economic risk of spoilage if it does not sell. This product is designed with you in mind, from packing to delivery to money management. You are a very important part of this program and your delivery of this new offering will contribute significantly to overall enhancement of customers' on
board experience. These will be restaurant-quality meals that you can offer with pride. Customers will no longer need to race to the gate with laptop, meal and suitcase in hand.

Finally, we’ll introduce a hand-held computer to make sales easier for you to complete. Cash and major credit cards will be accepted. At this time, cash will continue to be the only acceptable form of payment for alcoholic beverages.

If you were a part of the initial testing, you may have heard some customers comment that they didn't even know that food would be available for purchase. As part of this initiative, we are working closely with other divisions to let customers know before they board that food will be available for sale. This includes Reservations, Customer Service and customer notifications via Mileage Plus® and united.com.

We encourage your feedback during the evaluation period of Buy On Board . Please continue to report all issues via DIS*123. Your suggestions will help us shape this new product.

To help you become more familiar and comfortable with Buy On Board procedures, we have engaged special assignment flight attendants (SAFAs) to attend briefings, conduct product demonstrations and tastings, as well as to provide operational and technical information.

Over the next 90 days, you have a unique opportunity to help United generate additional revenue while enhancing customers' onboard experience. Look to Onboard Updates and SkyNet for more information on Buy On Board as the evaluation unfolds.

NOTE: SAFA posting has been extended. Interested flight attendants should submit selfnominations forms prior to 1700 on September 23.

Dates: Evaluation begins 10/31, for 90 days
Flights: 200+ flights in United Economy® only In/out of DEN and ORD with various flight times
Markets: DEN - ATL/BOS/EWR/IAD/MCO/OAK/PDX/SEA/SFO/SJC - DEN ORD - MCO/OAK/PDX/SEA/SFO/SJC - ORD

Q & A

Q. What will be the percentage of Buy On Board meals vs. complimentary meals?
A. On test flights between 3 1/2 to 5 hours with a currently scheduled meal, there will be approximately 80 percent complimentary meals and 20 percent Buy On Board meals.

Q. Why aren't we boarding 100 percent Buy On Board meals?
A. We want to test broader customer acceptance of paying for meals and those satisfied with current complimentary meals. Also, Buy On Board meals are bigger and bulkier and would not completely fit in the galley.

Q. Who determines the ratio of meals boarded?
A. The caterers (Gate Gourmet, LSG SkyChefs) and United.

Q. Will we offer complimentary Buy On Board meals to premium customers, i.e., 1Ks?
A. Not at this time as meals are "owned" by the caterers and must be sold.

Q. Why don’t we sell food in gaterooms instead of on the airplane?
A. Airport concession agreements do not allow that.