I’ve always believed airline marketing is one of the most competitive and unforgiving arenas. Loyalty isn’t something you buy; it’s something you build—mile by mile, meal by meal, experience by experience. That’s why when I saw that Delta had partnered with Shake Shack, I didn’t just think, “That’s cool.” I thought, “That’s brilliant.”
Recently, Delta began offering first-class passengers on select routes over 900 miles the option to pre-select a ShackBurger, Shack Sauce, and even exclusive in-flight items crafted by Shake Shack’s culinary team. This isn’t your typical “snack with a logo” collaboration. This is fast-casual comfort food, flawlessly delivered at cruising altitude. 🍔✈️
And this move wasn’t based on instinct or brand love alone. Delta made this decision backed by data. Across their rotating premium menus, one item consistently outperformed all others: the humble hamburger. It became clear that passengers didn’t just want elevated cuisine, they wanted comfort, familiarity, and crave-worthy flavors. Partnering with Shake Shack became the natural next step.
As a marketer, I see this as a standout case of co-branding that delivers real value. We’ve seen airlines co-create Biscoff cookies or slap logos on snack bags. But Delta took a bold step: it brought a beloved brand into a full dining experience, one that carries emotional equity, social buzz, and above all, consistency of taste.
I experienced it myself not long ago on a Delta flight from 🇺🇸 Atlanta to 🇬🇹 Guatemala. It’s a relatively short route, just under three hours, and while checking in on the app, I noticed something unexpected in the meal selection: ShackBurger. My favorite. I couldn’t resist clicking preorder. And let me tell you, when it arrived onboard, it tasted exactly like it does on the ground. Juicy, flavorful, perfectly packaged. It felt like something new, and I found myself thinking: “Why didn’t any other airline do this before?” Even my little daughter enjoyed a bite from my Shake Shack brownie 😉
Seriously, why hasn’t any other fast-food brand taken this leap? We’ve all seen people board planes with their to-go bags, but no one had officially made the sky part of their brand experience until now. And if I may throw in a cultural wink: any Guatemalan knows that viajar con Campero en mano is practically a ritual. You see the red-and-yellow boxes in every airport. It’s a beloved part of the travel experience in our region. But even with that emotional connection, it hasn’t yet made the jump to an official in-flight experience.
And it’s not just regional favorites. Even global giants like McDonald’s, Chick-fil-A, Wendy’s, or Five Guys, brands with massive reach and built-in fan bases, haven’t made this move. Shake Shack simply got there first, and they nailed it. 🔥
Of course, I get it. Campero’s product line probably comes with greater operational complexity than a simple burger. The spices, the crispiness, the sides, the smell… it’s not an easy lift for airline logistics. But still, I couldn’t help thinking about it. Imagine the power of formalizing what’s already part of the traveler’s journey. Delta and Shake Shack did just that, and the result is marketing magic. ✨
And let’s be clear: this isn’t about feeding the entire cabin. These meals are exclusively for first-class passengers and require preorder. From a business perspective, the volume is small. But from a marketing perspective? The impact is massive. The media buzz, the social media free media, the brand equity, those are the some of the ROI drivers in the fast food business.
From a marketing perspective, this partnership checks all the boxes:
✔️ Emotional resonance with passengers who already love Shake Shack
✔️ Product innovation that elevates the in-flight experience
✔️ Data-driven insight that meets customer preferences with precision
✔️ Content-friendly, since passengers are likely to share, post, and talk about it (like this piece of content)
✔️ Strategic timing, tapping into the “everything premium” trend in travel
It also reinforces an important truth about modern branding: relevance is about being present in the moments that matter. And Delta understood that one of those moments is mealtime—even in the sky.
Will this drive bookings or increase loyalty? Probably. But more than that, it signals that Delta is serious about redefining what premium air travel can feel like. And for Shake Shack, it’s a chance to enter a captive market, literally, and turn a burger into a brand experience at 35,000 feet.
Would I fly first just for a ShackBurger? Honestly, I already did. And I’d do it again. Delta served the burger. Shake Shack brought the flavor. But the real dish here? Brilliant brand strategy.
Stay hungry,
Jose Guzmán, an award-winning marketer with 15+ years’ experience, combines his passion for tech and innovation to drive revenue growth and market expansion. With a rich academic background and numerous honors in marketing, he’s deeply committed to continuous learning. In this blog, Jose shares the latest marketing trends, tips, and strategies, inspiring readers to #StayHungry for knowledge.
