"You've probably seen them: clutch purses designed to look like croissants, anime-inspired hot sauce gear, purposefully ketchup-stained shirts, and even fried chicken perfumes. It seems like many of our favorite food brands are betting on merch, with surprisingly effective results. While some might see these as stunts or a new revenue play, it's more meaningfully a reflection of cultural and consumer shifts. Consumers today aren't just eating at these restaurants, they're fans of the brands themselves. Chain restaurants like Waffle House, Applebee's, or Cracker Barrel occupy a unique emotional space."
"Research of Gen Z, millennials and Gen-X reveal high levels of historical nostalgia compared with baby boomers and the silent generation. For fast casuals, this leads to people celebrating the brands they grew up with; ones that feel like part of their personal and cultural history. But social media plays a role here as well-turning consumers into more than customers, but advocates and extensions of the brand. Branded apparel like shirts, hats, or hoodies become a vehicle for that expression."
Food-brand merchandise has become a meaningful cultural phenomenon beyond stunts or extra revenue. Consumers frequently adopt branded apparel and novelty items to express fandom and personal identity tied to restaurant brands. Nostalgia is a major driver, especially among Gen Z, millennials, and Gen X, who celebrate eateries from their past as part of cultural history. Social media amplifies these behaviors by turning customers into advocates and community members. In times of economic uncertainty, merch helps maintain visibility, attract new audiences, and reinforce loyalty for fast-casual and chain restaurants.
Read at Fast Company
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