Restaurant Merch

More Than Just a Side Dish

By Louise Salisbury

Brand & Experience Strategy Director

From Aprons to Icons

Remember when restaurant merch was just an afterthought—maybe a flimsy T-shirt or a tote bag? Not anymore. In the last few years, we’ve seen an explosion of creativity, with restaurants offering everything from chic accessories to branded cookware. It’s no longer just a souvenir; it’s a statement.

Take Bao, the cult dumpling chain. Their ￡550 Egg Bag (yes, you read that right) turned heads when it launched in collaboration with Simone Rocha.

?Or Five Guys, whose 10th-anniversary bucket hats sold out almost immediately. These aren’t just products—they’re icons of cool, tying brands to lifestyle moments and trends.?

Why Now?

It’s easy to see why restaurant merch has become such a hit. Post-pandemic, people are craving connection—and not just over a meal. When restaurants shut their doors, merchandise stepped in, giving us a tangible way to support our favourite spots. It’s no coincidence that some of the biggest merch moments—like Crazy Pedro’s cheeky pizza tees—came out of lockdown.

In fact, 73% of Gen Zers buy brands that reflect their beliefs. Whether it’s a playful slogan or a minimalist logo, wearing merch says, “This is who I am.”?

And it doesn’t hurt that Gen Z is obsessed. For them, restaurant merch isn’t just fun; it’s personal. It’s how they show their values and connect with communities.

Merch as a Talking Point

In today’s social media-driven world, restaurant merch isn’t just a product; it’s content. That St. John tote or Nando’s sliders? Perfect for an Instagram post or TikTok story. And for brands, that’s free advertising. Every share, like, and comment extends their reach far beyond their brick-and-mortar spaces.

The secret sauce here is exclusivity. Limited-edition drops, collaborations with artists, or quirky designs turn merch into a must-have. Think Greggs x Primark festival gear or McDonald’s streetwear collab with Palace. It’s about creating hype and tapping into that FOMO feeling.

Building a Community

Beyond the buzz, merch is about something deeper: belonging. For many, owning a piece of their favourite restaurant is a way to feel part of a tribe. It’s not just a T-shirt; it’s a badge of loyalty. And in an age where physical connections can feel fleeting, that sense of community matters.

Smaller restaurants, in particular, are nailing this. Forza Win in Peckham turned its staff T-shirts into cult items, with fans proudly repping them around South London. It’s grassroots branding at its best—simple, authentic, and powerful.

More Than a Revenue Boost

Let’s not forget the financial side. As restaurants face rising costs and a tough economic landscape, merch offers a way to diversify income. During the pandemic, it became a lifeline for many, helping them stay afloat when diners couldn’t come through the doors.

From cookbooks to clothing, these products offer an accessible way for customers to engage with brands—and spend a little extra while they’re at it.

Even now, it’s a smart move. The UK restaurant market is expected to hit ￡27 billion by 2029, and merchandise is a slice of that pie that’s growing.

What Makes Merch Work?

For merch to fly, it needs to hit the sweet spot. It’s got to feel true to the brand—whether that’s sleek and sophisticated or bold and playful. Quality matters too; no one’s repping a cheap, scratchy T-shirt. And let’s not forget sustainability. Eco-friendly materials and thoughtful production go a long way in winning over today’s conscious consumers.

Dishoom is a great example. Their line of cookbooks and homeware doesn’t just echo their brand; it extends the experience. It’s a way for fans to bring a little Dishoom magic into their own kitchens—and that connection keeps them coming back.?

Final Food for Thought

The rise of restaurant merch is a sign of the times. It’s not just about selling stuff; it’s about creating stories, building communities, and staying top of mind. For brands in hospitality, it’s a golden opportunity. Get it right, and you’re not just selling a product—you’re making a statement.

So, next time you spot someone in a Crazy Pedro’s tee or carrying a Bao tote, remember: it’s more than merch. It’s a little piece of a brand they love, wrapped up in identity, loyalty, and a whole lot of style.

Thanks for reading.