I am tempted to add. 'serves them bloody right'........but seriously long haul J needs to be better than that.
I am glad they wrote and published the story. The cost in publicity would now out weigh two fillet mignons!!!
One less naive customer? Woo hoo....
Such a complaint may be no different to a status customer fronting up check-in at a hotel or airline counter queue, then being attended first before a non-status customer (i.e. sometimes the status counter helps other customers when there are no status customers waiting). In this case, the non-status customer may be waiting a long time and especially can't understand why they could've just stood where the status customer was standing and got faster service, but even more so that the reason comes back that because they don't have status they were "pushed aside".
And believe me there have been plenty of claims and complaints of that kind before. I've been in a few of them myself (i.e. people accusing me of "pushing in").
Now back to the story... considering that UA allow upgrades pretty much willy-nilly and there's always a strong possibility that UA have instituted overselling, I wouldn't be surprised if this UA J cabin was full. For a 744 that's 52 J seats. For dinner there are usually at least 3 choices on the menu (and knowing UA menus none of them are for special diets - these need to be ordered separately). In order to guarantee everyone gets their preference you would need to stock 156 main meals, of which 104 of those would go to waste (unless some people want seconds). I suppose from historical trends you might see that one dish is very popular (e.g. on Japan routes, the Japanese selection is usually very high on demand, but you can preorder these in advance, although people never do), so you would stock say 52 of these and perhaps 15-20 of the others, thus cutting wastage and cartage by a third. In reality I think that they are limited to stocking 52 meals give or take a few more, which means they can't just stock all of one meal and a handful of others; they need to guess and proportion them out.
In any case, the point is that UA will have to look into their meal selection trends on that route in order to gauge better their cartage needs. I know that when I flew UA J I was asked for my selection and an alternative, since I knew I selected something that was very popular. Thankfully (probably due to a not-so-full cabin plus having *G status - though quite insufficient given the 1K population - helps a bit) I got my meal choice; not sure about others. But using status as a discriminating factor as to who gets what meal and who doesn't I don't have a problem with. It's no different to status customers being afforded other things or priority compared to regular customers, even when they are in the same class (or sometimes when they are not in the same class, e.g. a J customer with no status can only use the J lounge, whereas a Y customer with appropriate status can use the F lounge).
What I don't get about this story is the line
Now apart from being 'horrified' that the next two pax got their filets (how does one possibly feel 'horrified' about that? Horrified would be the said pax being served filets and being most disappointed about it because they had made it clear that they were vegetarian! That's a reason to be 'horrified'!), in what way, shape or form does one feel humiliated about this situation? Disappointed - fine. I would be, too. But humiliated? I can't work that out, really. When that line was put in the letter, the writer pretty much lost all credibility in my eyes.
Now of course there could be possible circumstances where UA would
definitely be at fault here. If the cabin was not full, then it gets harder to say that 'we ran out' unless everyone happened to order the same dish. Someone on the catering side might have stuffed up the stock proportions meaning much, much less steaks available than what should be. Then there is the elusive conspiracy that crew eat the leftovers from these meals, and thus removed some from the stock for their personal consumption later.
Finally, this doesn't happen on all flights, even UA (witness reading some of the UA forums and people saying they missed their meal choice even if they were a 1K). I haven't heard many stories (read: some, not none!) about the same thing happening in Y, for sure, where they often just choose to start serving when they please and then it's luck of the draw from there. (And I know at least one notable forum member who will very much chime in on this note.)