Branded Restaurant Apparel: Don’t Overlook the Profit Potential

You’ve got an awesome restaurant with loyal customers who love your food. So, what’s the next step?

With graphic tees trending, there’s no better way to amp up sales and customer awareness than with merchandised apparel. In fact, many food chains are putting out apparel to rival actual retail chains like Urban Outfitters. Casual dressers, t shirt collectors, and fashionistas alike will be enticed by the new offerings.

Here’s how…

Be Consistent with Your Brand

Use consistent fonts, colors, and graphic styles. If you don’t yet have a strong brand image, this is your chance to create one!

Know Your Customers

Stock merchandise appropriate for your major customer base. Know what size runs and colors to have on hand, and what styles will sell.

But Don’t be Afraid to Take Minor Risks

While knowing the customer base is key, don’t be afraid to try styles that fall outside of their expected taste. Customers may step outside of their comfort zone, or purchase gifts. Of course, make these orders in smaller quantities until you know what sells.

Location is Key

Whether you develop a full gift shop or simply have a small display behind the register, make sure your customers can see all of the beautiful merchandise you’re so eager to show off. Two places that usually work well are near the cash register or at the entrance of the restaurant. If wait times are typical, this could be the perfect opportunity for customers to browse the merchandise.

Merchandise, Merchandise, Merchandise

You could have the best apparel out there, but no one will know unless it is displayed properly. Have a focal point. This may be a top selling product or a new style. Keep everything visually balanced and color coordinated. Make sure everything has a price tag and there is a helpful employee ready to answer questions and run the register.

Take a note from Tommy Bahama- they stayed true to their original vision while eventually expanding their merchandise into a global lifestyle brand. Starting with apparel, they continually pushed through to form new partnerships and products and now sell eyewear, outdoor furniture, handbags, giftware, food products, and beach chairs.

Still not convinced?

Eateries that sell branded merchandise typically returns gross profits of 50% of sales. Not to mention the tactile experience you can give customers. This will increase brand awareness, help communicate the brand identity, and give regular customers something to be excited about. Let’s get started!