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In the 1990s, McDonald’s launched an initiative called McPlane in partnership with Swiss regional airline Crossair. The project aimed to offer a unique in-flight dining experience by serving the brand’s signature burgers, fries, and milkshakes to passengers during flights. The aircraft used for this service was fully branded with McDonald’s imagery both inside and outside, turning a standard regional jet into a flying restaurant and marketing tool.
The collaboration between McDonald’s and Crossair was notable for its ambitious attempt to merge fast food with air travel, creating a distinct experience for travelers. The project was a significant example of how companies have experimented with branding and customer engagement in the aviation industry.
