Filipino fast food chain Jollibee has launched a new merch line complete with everything from mascot T-shirts to dog accessories.
It’s part of a growing list of quick-serve restaurants that are dropping branded apparel as the industry struggles to get customers in the door. Back in May, Swiss Chalet launched a line of vintage merch to celebrate its 70th anniversary, including now-sold-out tote bags and mugs.
Other chains are dabbling in fashion, too…
- Tim Hortons opened a dedicated online store for its streetwear-style merch.
- Panera Bread launched an online store after hugely popular limited-time drops.
- Chipotle has its own line of burrito-themed goods, including jewelry and shoes.
Why it matters: Merch drops drum up social media buzz and build brand loyalty, especially among young (and chronically online) consumers. So far, they’ve been a hit: Merchandise from a 2021 collab between Tim Hortons and Justin Bieber was even reselling for thousands of dollars.
- Last year, Panera Bread designed a bag specifically to carry baguette-shaped sandwiches, which gained a cult following online and were reselling for ~US$200.
Big picture: According to data from Square, the number of food and beverage businesses in the U.S. offering merch doubled between 2019 and 2023.—LA