The U.S. airline industry has begun diversifying its premium in-flight meals by collaborating with various dining brands. This strategy is interpreted as an effort to attract high-class customers, who generally provide relatively larger profits, amid expectations of a downturn in the airline industry due to President Donald Trump's tariff policy.
On the 1st (local time), Bloomberg News reported that Delta Air Lines began offering Shake Shack burgers to first-class passengers on long-haul domestic flights departing from major hub airports last month. Delta had tested Shake Shack on flights from Boston in December of last year, and due to its popularity, the service has been expanded to other flights.
Shake Shack burgers account for 15% of the 4,500 hot meals prepared daily at Delta Air Lines' Atlanta catering facility, reflecting their popularity. Bloomberg News reported that the Atlanta catering facility has ordered three additional machines for baking and buttering buns that are the same as those used at Shake Shack's regular locations to meet the demand.
However, Shake Shack's signature French fries are not offered. Due to the nature of in-flight meals where packaged food is reheated before serving, French fries lose their unique crispness when reheated. Instead, potato chips, salad, and chocolate brownies are provided with the burger.
Bloomberg News assessed that "The partnership between Delta Air Lines and Shake Shack is part of an effort to capitalize on the demand from travelers willing to pay for premium options." Although the U.S. economy has entered a recession, the top 10% of income earners in the U.S. account for half of consumer expenditure.
Henry Harteveldt, founder of Atmosphere Research Group, noted, "No one boards a plane for the in-flight meals, but providing customers with good meals in a situation where many are willing to pay for premium services can have a positive effect," adding, "People do not want to pay thousands of dollars for business class seats to receive food that looks like airline catering, especially when flying to Europe or Asia."
Middle Eastern airlines have gained a reputation for top-level customer service, prompting other U.S. airlines, excluding Delta, to enter the in-flight meal competition. United Airlines, one of the three major U.S. carriers, offers banana pudding from New York's famous bakery Magnolia in first class, while Alaska Airlines serves coffee from U.S. specialty roaster Stumptown and ice cream from Salt & Straw, a local ice cream shop.
There are also cases of collaborating with famous chefs for premium in-flight meals. Delta Air Lines partnered with Chef Mashama Bailey of 'The Grey' in Georgia, named the best restaurant of the year by food publication Eater New York, while Alaska Airlines collaborated with Brandon Jew of the Michelin-starred restaurant 'Mister Jiu' in San Francisco.