United Continental Holdings Inc. (NYSE:UAL) has upgraded food menu in its carriers. Starting September 1, passengers in first-class will enjoy an assortment of improved foods as well as beverage options as part of the airlines strategy to attract more passengers heading into the holiday season according to CNBC’s Landon Dowdy.

United Continental

United Continental Holdings Inc. (NYSE:UAL)’s change of menu comes amidst increased competition in the airline space with any marketing tool sure to attract more passengers and worth the investment being given a much-needed consideration. According to executive chef, Gerry Mcloughlin, United Continental Holdings Inc. (NYSE:UAL) is responding to constant passenger’s outcry about processed foods that needed an upgrade.

“We’ve made a decision that we need to invest in our products especially food. Because our customers have told as loud and clear that the food they have on board the aircraft is just important to them, it is important to us as well,” said Todd Traynor-Corey, Managing Director Food Services of the airline.

The new meals to be offered’ by the airline include an assortment of salads, chicken pie and Asian style short ribs.  In contrast to United Continental Holdings Inc. (NYSE:UAL) improving its menu, rival American Airlines Group Inc. (NASDAQ:AAL) has opted to curtail food services in its flights that take less than two hours and forty-five minutes.

“United Airlines is hoping this upgrade will have consumers jumping right in to a first-class seat on its planes,” said Dowdy.

Investing in customer’s service while on board has turned to out to be a customary investment for airlines in the U.S. as one of the ways of fending off competition from other players in the space. United Continental Holdings Inc. (NYSE:UAL) has already introduced lie-flat premium seats on its long haul international flights as one of the ways of ensuring a comfortable traveling experience on long distance destinations. The airline has also revamped its inflight entertainment as well as offering Wi-Fi services while en route.

Gmt Capital, managed by Thomas E. Claugus owns 8.71 million shares of United Continental Holdings Inc. (NYSE:UAL) as at the end of the second quarter of 2014.

Disclosure: none

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