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During the mid-20th century, when air travel became more accessible, ticket pricing was heavily regulated. Airlines could not compete on price; thus, they focused on enhancing passenger comfort through superior service and quality food. United Airlines, for example, emphasized their culinary offerings, leading to the creation of beautiful service presentations like pot roast, Delmonico potatoes, and heavenly delight salad, as captured in their 1954 cookbook "Favorite Recipes of Mainliner Chefs."