Delta & Shake Shack
Redefining In-Flight Meals, One Hamburger at a Time
For decades, “airline food” was the punchline of every travel joke. But with its latest partnership, Delta Air Lines is giving that reputation a serious upgrade. Delta teamed up with New York’s iconic burger brand, Shake Shack, to serve premium hamburgers to its first-class passengers on select routes. It wasn’t just a one-time stunt — it was a strategic reimagining of what in-flight dining could be.
This move is part of a broader industry trend. Airlines are starting to treat meals as moments of experience, not just service. United Airlines partnered with Magnolia Bakery to offer its famous banana pudding — a sweet slice of New York, served midair. American Airlines teamed up with Chef Sam Choy, bringing the warmth of Hawaiian fusion cuisine to its island routes. JetBlue’s ‘Mint’ service collaborated with popular NYC restaurants like Charlie Bird, offering passengers a restaurant-level experience at 30,000 feet.
The goal? To transform flying from a transaction into a memory. By taking a beloved burger brand from the ground to the skies, Delta is reminding passengers that every touchpoint — even lunch — can be designed with care. It’s a small act with big meaning: making travel feel less like a chore, and more like a curated experience.
Why this strategy?
Elevating the Experience
This isn’t about feeding passengers — it’s about delighting them. By swapping generic meals for Shake Shack’s signature taste, Delta reframes in-flight dining as a premium pleasure, building both loyalty and brand justification for its first-class tier.A Mutual Brand Lift
It’s a win-win collaboration. Delta borrows Shake Shack’s modern, youthful appeal, while Shake Shack gains an exclusive, high-status platform that subtly elevates its fast-casual image.Targeting the Modern Traveler
This strategy speaks to a younger, experience-driven audience that values authenticity and novelty over convenience. It’s proof that Delta understands not just who its customers are — but what they care about.Building the Full Journey
By elevating something as simple as a meal, Delta demonstrates that every moment of travel — from gate to tray table — is an opportunity for brand storytelling.
My comment
This is a brilliant use of a shared customer journey. They’re not just serving a hamburger; they’re serving belonging, comfort, and curiosity. It makes me wonder what other cultural moments could be brought to the skies. For instance, Korean Air’s Shin Ramyun has already become a fan favorite — but imagine if they introduced Buldak Bokkeum-myeon as a bold nod to K-culture. It would be the perfect way to taste global identity at 30,000 feet.
