Secrets of Airline Catering

Here's how Alaska and Air Canada use food and beverage as a differentiator to get passengers to pay more for tickets.

Dear readers,

When Oscar Munoz took over United in 2015, the new CEO prioritized coffee. He promised to remove the dreck that many passengers disliked and some flight attendants abhorred (because they had to apologize for it). It stunk compared to the Starbucks-branded brews served before the Continental merger, and Munoz wanted to demonstrate United was…