Delta Air Lines is gearing up to make waves with its latest partnership with Shake Shack, set to transform its first-class dining experience. This collaboration is set to launch on December 1, 2024, allowing passengers to indulge in the much-loved cheeseburgers from the iconic burger chain at 35,000 feet, marking what's being dubbed as the airlines' strategic approach to meet rising passenger demand for comfort food.
This move is particularly noteworthy for Delta, which is refocusing its culinary offerings as travel continues to rebound post-pandemic. According to Delta's managing director of onboard service, Stephanie Laster, "A delicious cheeseburger is an iconic comfort food — our customers know this, which is why burgers are one of the top ordered menu items we offer, and we’re thrilled to team up with Shake Shack to take this offering to new heights." Her excitement about this collaboration reflects the airline's desire to appeal to passenger palates, especially as air travel ramps up.
The menu will feature the famed Shake Shack cheeseburger, made from 100% Angus beef and served on their signature potato bun. Passengers can customize their burgers by adding fresh produce such as lettuce and tomato and the chain's popular ShackSauce, which will be provided on the side to keep the toppings fresh for the entirety of the flight. Other items accompanying the burger include crispy chips, caesar salad, and a rich chocolate brownie, creating what Delta hopes is not just a meal, but a memorable dining experience.
This initiative is just the start of Delta’s phased rollout, initially available on selected first-class flights over 900 miles, starting from Boston, and potentially spreading to additional markets throughout 2025. Shake Shack President of Global Licensing, Michael Kark, expressed his enthusiasm, stating, "At Shake Shack, we’re always eager to find new and innovative ways to connect with our guests, even at 35,000 feet. We are proud to partner with Delta, as we work together to refine the dining and hospitality experience for travelers across the country." There’s clearly optimism to create not just meals but moments alongside these delicious offerings.
Following the announcement, social media has exploded with mixed reactions. While some consumers are excited to enjoy fast food on flights, others have raised concerns. Critics are skeptical about the quality of reheated meals, questioning how gourmet fast food like Shake Shack can be effectively served at altitude. One user on X (formerly Twitter) quipped, "I love Delta, but is this really the best we can do for first class?" These sentiments point to a key challenge for airlines striving to marry upscale service and consumer favorites.
The announcement has stirred some buzz, reminiscent of when United Airlines offered McDonald's meals onboard back during the 1990s. Although Delta's offering may seem simplistic, it taps directly to what many passengers desire: comfort food during their air travels. This collaboration also signifies the airline's commitment to enhancing passenger experience as they navigate the post-Covid skies. Delta’s cooking influences within its broader airline service strategy could potentially reshape how passengers perceive inflight dining, focusing on beloved American staples.
While Delta has offered generic cheeseburgers previously, the distinct branding and flavor profile of Shake Shack burgers introduce newcomers to the airline's menu expectedly combined with attention to individual customer preferences. With elements such as the ability to customize each meal, they aim to prioritize passenger satisfaction whilst effectively managing food waste through pre-order capabilities integrated through the Fly Delta app. Passengers will have the flexibility to arrange their meals up to 24 hours before their travel, allowing for greater personalization and planning, something which other airlines haven’t quite accommodated to this degree.
This is all part of Delta's larger strategy to keep up with flight trends and improve its offerings. The choice to feature Shake Shack extends beyond providing burgers; it highlights alignment with the popular food movement and consumer values centered around community. The relationship to chef Danny Meyer, who founded Shake Shack and operates Union Square Hospitality Group—another partner of Delta—fuels commercially appealing dynamics, encouraging ideas of food provenance and personal connection.
Whether these Shake Shack burgers will live up to their hype when served at cruising altitude remains to be seen. What’s clear is Delta is not backing down from the challenge amid newfound competition from other mainstream airlines, and they're committed to landing their place within travelers’ hearts and bellies, even if it means handing out burgers from well-loved fast food chains. This could well lead to other airlines considering similar partnerships to cater to those craving comfort food at cruising altitude.”
