In a rapidly evolving restaurant industry, eateries are discovering the untapped potential of branded merchandise. Establishments like Shake Shack, Giordano’s, and Voodoo Donuts are capitalizing on their loyal customer bases, turning fans into brand ambassadors and adding significant revenue streams.
The goal of this discussion is to explore and highlight those doing it successfully and give inspiration to those who could convert customers into walking billboards.
Case Studies of Successful Restaurant Merchandise
Giordano’s in Chicago
Giordano’s, the iconic Chicago pizzeria, has made a significant mark with its merchandise line. Offering a variety of products, from apparel to kitchen accessories, Giordano’s ensures that customers can take a piece of Chicago home with them. This initiative has not only increased customer loyalty but also expanded Giordano’s brand reach well beyond its restaurant locations.
Voodoo Doughnuts
Voodoo Doughnuts, known for its whimsical and unique creations, extends its brand identity through a vibrant line of merchandise available in-store, including Universal Studios and Chicago.
Hats, shirts, and beanies adorned with their quirky designs are popular among visitors, boosting brand visibility and creating a new revenue stream.
In-N-Out’s On-Site Merchandise Offerings
In-N-Out Burger has successfully incorporated on-site merchandise, focusing on strong branding and affordability.
Their range of apparel and accessories is priced to be accessible, encouraging more customers to purchase items. This approach turns countless patrons into walking advertisements, amplifying In-N-Out’s brand presence.
In Las Vegas, the brand actually has a separate merchandise window.
The Legacy of Merchandise in Iconic Brands
Hard Rock Cafe, Rainforest Cafe and Planet Hollywood
Hard Rock Cafe and Planet Hollywood have long been synonymous with restaurant merchandise. Their location-specific strategy, including shirts, apparel, and pins, are cherished by collectors and fans alike. These merchandise lines have solidified their global brand identities and created enduring customer loyalty.
In fact, the online marketplace of location-specific is highly sought after as part of completionism – the goal to have every single location covered in a collection.
Starbucks’ “You Are Here” Mug Collection
Starbucks’ “You Are Here” mug collection has become highly-profitable phenomenon, and covered here on The Immersive Lab recently.
Each location-specific mug drives repeat visits and purchases from collectors, enhancing customer loyalty and brand recognition. This strategy highlights the significant impact merchandise can have on brand visibility.
Flagship-Specific Merchandise
Starbucks Reserve
Starbucks Reserve locations offer exclusive merchandise that differentiates these flagship stores from standard locations. These unique items attract customers and elevate the Starbucks brand, providing a premium experience.
Krispy Kreme Times Square
Krispy Kreme’s Times Square flagship location features exclusive merchandise appealing to both locals and tourists. Limited edition items create a sense of urgency and exclusivity, driving sales and enhancing brand visibility.
Honourable Mentions
When putting together this list, it was evident that there wasn’t going to be room for all the restaurants that are doing merchandise well. But here’s where I get to share that there are really good reasons to keep others in the wings, as I want to do more with this topic in the future.
The Business Case for Restaurant Merchandise
Merchandise offers a lucrative opportunity for restaurants, providing additional revenue streams and enhancing customer loyalty. Limited edition and location-specific items, in particular, drive sales and create a sense of exclusivity, significantly contributing to a restaurant’s bottom line.
Implementation Strategies for Restaurants
To successfully introduce a merchandise line, restaurants should focus on brand-aligned product design, understanding customer demographics, and maintaining high quality. Effective marketing strategies, such as social media campaigns and influencer partnerships, can drive sales. Continuous customer feedback is crucial for improving and evolving product offerings.
Restaurant merchandise presents numerous benefits, from increased revenue to enhanced brand recognition. By learning from successful examples and leveraging expert insights, restaurants can capitalize on this growing trend. The future of restaurant merchandise is bright, and those who embrace it are likely to see significant rewards.
