The landscape of restaurant and food marketing is increasingly being reshaped by high-profile merch collaborations.There was a steady stream of merch collaborations throughout the month of July involving notable food and beverage brands. Gap released a line of hoodies, tees and accessories with New York City favorite Los Tacos No.1. Meanwhile, Dunkin’ partnered up with influencer Chelsea Parke, releasing a line of themed drinks, mockneck sweatshirts and accessories tied to her clothing line, Parke. And on July 28, Starbucks released an Orange Cream-themed collection with Dandy.
Food brands are increasingly looking for ways to introduce themselves among new audiences, and partnering with another well-known brand is a relatively straightforward way to do so. But drops also provide the added benefit of positioning a restaurant chain or a coffee house as a driver of cool products.
What also makes this line of co-branded merch drops different is that there appears to be a strategic shift toward more thoughtful and functional designs that fit into customers’ everyday lifestyle.
“Our marketing team has done a great job putting us back in front of culture, from Coachella and soccer captain cup sleeves to a Miffy merch drop and our viral pink Bearistas,” Starbucks CEO Brian Niccol said during the company’s third-quarter earnings call on Wednesday. “We’re creating moments that people notice, talk about and want to be a part of.”
