In a memorable mainstage session for hundreds of SXSW festival goers in Austin on Sunday, Delta CEO Ed Bastian joined a discussion with Fortune Editor-in-Chief Alyson Shontell to talk about putting people – employees, customers and communities – at the center of business and to describe how Delta’s culture has defined the company for nearly a century.
“People wonder what culture means – it’s the hard stuff,” said Bastian. “It’s the fabric of your company and your values. We invest in the culture of our people, and we unleash them to do their best in taking care of our customers.”
Bastian touched on some of the most challenging moments Delta has faced over the decades, from bankruptcy to the COVID-19 pandemic. In every instance, decisions to invest in customers and employees – committing to profit-sharing for employees as the company emerged from bankruptcy, for example, or blocking the sale of middle seats during the pandemic – proved vital to building trust and strengthening the brand.
“When you do the right thing, it becomes the smart thing,” said Bastian.
Following Bastian and Shontell’s discussion, a new episode of Gaining Altitude, a one-on-one discussion series hosted by Delta, took place live on stage, featuring Chef José Andrés, a renowned restaurateur, humanitarian, founder of World Central Kitchen, and CEO of José Andrés Group.
Like Delta, Chef Andrés is also in the business of taking care of guests and employees, with nearly 40 restaurants across the country and beyond. He and Bastian found common ground around leading, in Bastian’s words, “companies of purpose,” embracing complexity and adaptation, and delivering opportunities for customers to create experiences – whether through food or travel – that they truly enjoy.
“Opening a restaurant is telling a story, a story of the people who work with us,” said Chef Andrés. “It’s never about the food – it’s about the people behind the food.”
Watch Bastian and Andrés discuss changing the world through the power of food on Gaining Altitude starting next month.
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