Are you underestimating the profit potential of selling restaurant branded merchandise? Just look at Cracker Barrel, where retail gift shops contribute 20% of their individual location sales. Even if you can’t open a full-fledged gift shop, examples like Hard Rock Café show the power of branded pins and apparel. With online print-on-demand services, the good news is that you can introduce your own merchandise with minimal investment.
Key Considerations for Selling Restaurant Branded Merchandise
- What to Sell
- How to Produce It
- How to Promote It
What to Sell
Knowing your customers is crucial for determining which merchandise will sell best. For example, a western bar might offer shot glasses, trucker hats, and bandanas, while a family restaurant on the coast might sell gift items, local art, toys, and stuffed animals. Start by asking your best customers what merchandise they’ve bought from other restaurants.
Popular Merchandise Ideas:
- Branded Apparel: T-shirts, sweatshirts, hats, hoodies.
- Drinkware: Travel mugs, water bottles, shot glasses, ceramic mugs.
- Cookbooks: Feature your restaurant’s signature recipes, behind-the-scenes stories, and photos.
- Food Items: Sauces and marinades, such as hot sauce or BBQ sauce, with private-label or co-pack production.
- Partnerships: Collaborate with local microbrewers or distilleries to create your own branded beer or spirit.
How to Produce It
Your production strategy depends on your goals and scale. For logo merchandise, you can either order items in bulk or use a print-on-demand model.
Bulk Ordering:
- Requires significant upfront investment and storage space.
- Offers immediate availability for in-restaurant sales.
- Challenges include predicting the right mix of sizes and styles.
Print-on-Demand:
- No upfront investment or storage needed.
- Customers can order from a wide range of items online.
- Fulfillment, shipping, and customer service are handled by the print company.
- Some popular print-on-demand services include Printify, Merchyme, and Spreadshop.
Hybrid Approach:
- Set up a web store and order some merchandise for in-restaurant display.
- This provides visibility and promotes online sales for a broader selection.
How to Promote It
Effective promotion can significantly boost merchandise sales. Here are some strategies:
In-Restaurant Promotion:
- Display: Set up a merchandise display near the entrance or cashier.
- Staff: Have your staff wear the merchandise to spark conversations.
- Table Tents & Menus: Feature merchandise on table tents and printed menus.
Digital Promotion:
- Social Media: Promote merchandise on your social media accounts.
- Contests: Run a “sign-up to win a T-shirt” contest to grow your email list.
- Email Blasts: Feature merchandise in e-blasts to your customer email list.
- User-Generated Content: Encourage customers to post pictures of themselves wearing your merchandise for a chance to win.
Community Involvement:
- Donations: Donate branded apparel for giveaways at local events, such as high school football games.
- Personal Promotion: Wear your merchandise proudly everywhere you go.
Action Items
Introducing restaurant branded merchandise is a powerful way to increase profits. By carefully selecting the right items, choosing the best production method, and implementing effective promotional strategies, you can create a successful merchandise program that enhances your brand and boosts your bottom line. Start small, engage your customers, and watch your merchandise sales grow.
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