McPlane: How Crossair turned an MD-83 into a flying McDonald's restaurant

Despite these difficulties, the campaign succeeded in generating widespread publicity. Photos of the brightly colored jet circulated through aviation magazines and media outlets across Europe. According to coverage at the time, “For McDonald’s, the McPlane was more than just a flying billboard; it was a bold statement about the brand’s growing global footprint.” For Crossair, partnering with one of the world’s most recognizable brands helped raise its profile among European carriers.

Passengers described their experiences as unique but noted that reheated meals did not always match expectations set by ground-based restaurants. Some appreciated the novelty while others criticized food quality: “Burgers reheated in galley ovens couldn’t match the taste of a fresh McDonald’s meal,” according to accounts from those who flew on board.

Ultimately, operational costs and regulatory hurdles made it impractical to continue running such specialized flights long-term. The aircraft was eventually repainted and returned to normal service within Crossair's fleet.

After Swissair collapsed in 2002, Crossair formed much of what is now SWISS International Air Lines (SWISS), which has since taken a more traditional approach to branding.

The legacy of McPlane remains significant for both aviation enthusiasts and marketers as an example of experiential branding—a trend where companies create immersive environments for consumers beyond conventional advertising methods. While it did not become a sustainable business model or revolutionize either industry sector involved, its impact lingers as “a quirky footnote” from an era when brands were willing to take creative risks that blurred lines between marketing spectacle and customer experience.