Delta Airlines just announced that starting in December, it will be launching a new partnership with Shake Shack. Delta will be rolling this program out starting with flight departing from Boston with plans for expansion to other U.S. markets throughout 2025. Customers sitting in First Class on routes over 900 miles will be able to pre-select a Shake Shack Cheeseburger as their meal option.
I have to say that I am a big fan of Shake Shack ever since it opened it first shop in Union Square. But this move from Delta raises some thoughts with me. Has Delta just given up on providing services to their customers. Will they ask passengers to tip for better service next? Why am I going down this path?
If you pay for a first class seat, I think that you may have higher expectations for the food to be served to you then a burger (even if it is a great burger from the Shake Shack). I guess the days are gone when you would choose between a steak or short rib, a pasta dish or some form of chicken. Instead of a salad, hopefully you can get French fries! From what I can guess, First Class has the option of a $7.99 Cheeseburger as their gourmet experience. No wonder, Comfort Plus and Economy seats only receive a choice of biscuits and sun chips. I wonder if Comfort Plus and Economy passengers can buy these Shake Shack burgers and what cost it would be? Right now, I think you can purchase a Snack Box for $10 which has hummus.
I wonder if this part of the strategy that Delta announced on its investor day to maximize their revenue by charging each passenger the most they will pay. I know that Delta likes to portray itself as a premier airline that has tremendous loyalty from its passengers. I just have to highlight that nothing says premier like a cheeseburger!
I am excited to see how this program is received by passengers and how else Delta will modify the flying experience for its passengers to enhance revenue by decreasing its services.