When Danny Meyer’s Union Square Hospitality Group started popping up in airports and putting its brand on Delta Air Lines meals I suggested it was trading its name and accepting lower quality. It had a brand to cash out on, but the brand meant less as a result. This is going to be true for any chef who enters an airport or licenses their name to an airline – except for Rick Bayless.
For an airline, branding with a chef’s name can signal their investment in food. For a brand, that it no longer cares about quality.