United Airlines is raising the stakes in the premium cabin dining wars with Ossetra caviar service in its new Polaris Studio suites, marking the latest move in what’s become a serious food and beverage investment strategy.
CAVIAR TAKES FLIGHT
The Chicago-based carrier’s newly unveiled “Elevated” interior for Boeing 787-9 aircraft will feature an Ossetra caviar amuse-bouche paired with Laurent-Perrier Cuvรฉe Rosรฉ in the airline’s premium Polaris Studio suites.
United follows Qatar Airways’ August 2024 introduction of caviar service in business class on 13 premium routes, including flights from Doha to London, Sydney, New York and Singapore. United’s approach differs by offering Ossetra caviar specifically, which is considered more prestigious than the Baerii variety served by Qatar Airways.
This luxury dining element forms part of a comprehensive overhaul that includes a new grab-and-go snack bar for Polaris business featuring brands like Garretts and Joe & Seph’s, alongside mid-flight regional tapas service.
“These innovations provide a more premium experience overall, give customers even more reasons to choose United, and set our airline up to grow into the next decade and beyond,” said Andrew Nocella, United’s EVP and Chief Commercial Officer.
STRATEGIC F&B INVESTMENT
United has invested over $150 million in food and beverage improvements in 2025 alone. They’ve completely overhauled onboard dishware with new crockery, glassware and cutlery, demonstrating that the carrier is addressing details that historically haven’t been priorities for US airlines.
United reports that customer satisfaction scores were up 12% in the first quarter of 2025 compared to last year. This suggests that the strategic approach pays measurable dividends beyond the marketing headlines.
CHAMPAGNE WARS ESCALATE
The caviar service builds upon United’s January move to serve Laurent-Perrier’s La Cuvรฉe Champagne in Polaris. This wasn’t merely a beverage enhancement but a strategic positioning move, with United becoming the only North American airline serving this particular champagne.
Industry observers have noted an emerging competitive situation between the major US carriers, with Delta already countering by serving Taittinger Brut la Franรงaise in Delta One as announced earlier this year. Middle Eastern carriers have long understood the marketing value of premium beverages, but this level of champagne investment represents new territory for US airlines, with both United and Delta making significant upgrades to their business class champagne offerings in 2025.
United’s broader wine programme has seen substantial investment, with Polaris now featuring relationships with labels including Heitz Cellar, Shafer Vineyards and Champagne Laurent-Perrier. The carrier serves approximately 1.1 million glasses of champagne annually to Polaris passengers, making these partnerships business-significant.
BEYOND THE POINTY END
Crucially, United hasn’t focused exclusively on business class. International economy passengers will soon enjoy expanded dining options, including three entrรฉe choices, new desserts, and an appetiser course. These improvements reflect an understanding that economy revenue remains important, even as premium cabin investments grab headlines.
STRATEGIC BRAND PARTNERSHIPS
United has effectively leveraged strategic brand partnerships. The Magnolia Bakery collaboration announced in December 2024 brought the bakery’s Banana Pudding to United First on domestic flights over 901 miles. This type of exclusive partnership delivers passenger recognition in ways that generic desserts can’t match.
ANALYSIS: DINING AS COMPETITIVE DIFFERENTIATOR
United’s food and beverage offensive arrives as the carrier positions itself for market dominance. Currently the largest carrier across the Atlantic and Pacific by available seat miles, United’s network advantage is paired with an enhanced premium experience targeting the high-yield passengers who ultimately determine airline profitability.
Industry watchers have long noted that while United established substantial advantages in network reach, seat consistency and premium bedding, its catering had previously failed to match these standards. The current investment surge appears designed to eliminate this competitive weakness.
OPERATIONAL CONTEXT
The introduction of caviar service coincides with a significant premium cabin expansion. The new 787-9s with Elevated interiors will feature eight Polaris Studio suites and 56 Polaris business suites, representing a substantial increase from the 48 Polaris seats on current 787-9s.
This configuration shift toward premium seating reflects United’s strategic focus on high-yield passengers. The first aircraft with this new interior is expected before year-end, and initial routes will include San Francisco to Singapore and London from 2026.
CONCLUSION
United’s caviar service represents more than adding a luxury flourish to the inflight experience. It signals the airline’s strategic commitment to aggressively compete in the premium travel market through comprehensive food and beverage investments.
For industry watchers, the question remains whether United’s move to introduce Ossetra caviar service marks an escalation in the airline catering arms race that began when Qatar Airways first brought caviar to business class last year. As premium carriers continue to blur the traditional lines between business and first class amenities, passengers stand to benefit from this heightened competition.
Nik founded Inflight Feed in 2012, blending his passion for inflight dining with over a decade of experience in the airline industry. For the past 13 years, he has travelled the world, exploring and reviewing airline meals across countless carriers.
CNN Travel, The New York Times, and BBC World News have featured Nikโs expertise. When heโs not on the ground, youโll find him at 35,000 feet, camera in hand, capturing the unique flavours of air travel. Follow his inflight meal adventures on Instagram: @InflightFeed.