How F&B Giants Are Turning Branded Merch Into Gold
When you think of grabbing a bite or a drink from a restaurant or local eatery, you don’t typically expect to leave with a branded keepsake. Yet, from the bustling streets of Singapore to the vibrant markets of Malaysia, Food and Beverage (F&B) giants are transforming their brands into wearable and usable art. It’s not just about the food anymore; it’s about taking a piece of the dining experience with you. Gone are the days when a cup of kopi or teh was just a beverage. Now, it could come with a custom thermos that becomes a staple in your daily routine.
The Fun Toast’s custom-branded merchandise are made available at its outlets. (source: Trip.com)
Why Do F&B Outfits Love Merch? Let’s Dig In!
The Connoisseur Concerto (TCC) customised mooncake designed cushions, made available during the Mooncake Festival period. Find out more here.
- More Than Just a Meal
Imagine sipping your latte and staring at a beautiful mug that whispers, “Take me home.” That’s brand engagement. You’re not just buying coffee; you’re buying a piece of the brand. And with 30% of consumers saying they’d happily make repeat purchases from brands offering cool merch (thanks, Global Retail Alliance!), who can blame Starbucks for hooking us up with those adorable cups every winter?
From the delectable OldTown Nasi Lemak set to the classic OLDTOWN Kaya Butter Toast & Soft Boiled Egg set, these miniatures capture the essence of Malaysia’s favorite flavors in exquisite detail, making them must-have items for collectors and fans of OldTown alike. (source: OLDTOWN White Coffee Malaysia)
- Loyalty or Bust
Customer loyalty in the F&B sector is gold, and merchandise serves as a potent tool to secure it. Take Old Town White Coffee’s strategy, for example, offering a special mug with their logo for purchases exceeding a certain amount. Such campaigns tap into the collectible nature of customers, fostering a loyalty loop that’s as addictive as their white coffee.
- Stand Out or Sit Down
The competition is stiff, and standing out is crucial. Branded merchandise can often be the differentiator. Whether it’s Tiger Beer’s limited edition glassware or Nasi Lemak socks, these unique items create buzz and set a brand apart from the culinary crowd.
McDonald’s Beijing’s burger-shaped handheld fan combines fun and functionality, setting the brand apart with its unique design. Perfect for making a statement and beating the heat!
Designing Merch That Doesn’t End Up In the Back of the Drawer
DurianBB’s tempting line of durian-themed products, each item captures the iconic flavor of durian in unique and innovative ways. (source: Durianbb.com)
- Know Your Crowd
Design for the fans, not just for the mannequin. Soul Grub knows their customers are eco-conscious, so their reusable salad bowls were a hit. Think about what your patrons cherish and give them merch that matters.
Starbucks goes beyond coffee with their exquisite line of custom-branded merchandise. Each piece reflects quality craftsmanship and thoughtfully designs that resonate deeply with coffee enthusiasts around the world. (source: Starbucks Singapore)
3. Quality Matters
Nothing trumps the test of quality. It’s not just about the novelty; it’s about items that last and that people want to keep using. High-quality swag becomes a part of the customer’s life, reinforcing brand visibility and loyalty every step of the way.
A Case Study in Charismatic Collectibles: How Burger King Captured Hearts with Tom and Jerry in China
(source: Burger King China)
In the bustling markets of China, Burger King transcended its role as a global fast-food giant by integrating a slice of animated nostalgia into its offerings. With the launch of an exclusive series of Tom and Jerry collectibles, the company not only celebrated the antics of the world’s most beloved cat-and-mouse duo but also positioned itself as a curator of childhood joy and collectible culture.
The licensed character campaign rolled out an array of captivating toys and themed merchandise, including intricately designed figures and whimsical meal boxes. Each item was meticulously crafted to evoke the playful spirit of Tom and Jerry, resonating deeply with both the young and the young-at-heart. The initiative culminated in a notable increase in customer visits and a burgeoning collector’s community eagerly anticipating each release.
Their strategic execution comprised:
Visibility: Expertly displaying the collectibles both in-store and across digital platforms, Burger King ensured the Tom and Jerry series caught every eye, sparking interest and conversation.
Simplicity: The collectibles were seamlessly integrated into meal deals, making acquisition easy and appealing, thereby attracting a broad customer base eager to collect their favourite characters.
Community: By partnering with the creators of Tom and Jerry, Burger King fostered a sense of authentic collaboration, enhancing the campaign’s credibility and appeal.
Heritage: Each collectible celebrated not just a modern cartoon favourite but a storied piece of animation history, connecting customers to a legacy of joyful storytelling through expertly crafted merchandise.
Through this strategic initiative, Burger King not only heightened its brand appeal in the competitive Chinese market but also created a memorable campaign that celebrated cultural icons and spurred a wave of nostalgia-driven engagement.
Conclusion
Jumping on the branded merchandise bandwagon isn’t just fun—it’s profitable. It turns customers into collectors and occasional visitors into loyal fans. So next time you’re sipping on that smoothie, think about what merch could make your customers not just return, but run back. After all, who doesn’t want to be a walking billboard for their favorite burger, brew, or bagel spot?
So gear up, get creative, and let your brand swag do the talking. And remember, in the world of F&B, it’s not just about what’s on the plate—it’s about what’s on the merch rack too!
KFC Thailand turns iconic bucket into an ultimate Mother’s Day Gift for Thais (source: KFC Thailand)
The takeaway? Embrace custom branded merchandise and let it serve as a storyteller of your brand’s journey. The food brings them to the table, but the swag will bring them back, eager for the next chapter.
Dian Xiao Er’s Exclusive DD.Duck Merchandise (source: Dian Xiao Er)
Ready to turn your F&B establishment into a swag-producing sensation? We’d love to hear your ideas and help bring them to life. Contact us now and let’s start the conversation on how we can elevate your brand with custom swag that resonates with your market!
About DTC World
- In marketing, time waits for no one. Marketers face the constant challenge of delivering creative brand merchandise quickly without compromising on design or quality.
- At DTC World, we thrive under this pressure.
- With over two decades in the promotional premiums and gifts industry, we pride ourselves on delivering unique & fresh ideas that consumers love.
- Do you know 80% of our sales are from customised projects?
- Why? Consumers are attracted to and desire Unique & Fresh promotional premiums.
- Collaborate with DTC’s Proprietary Network of direct pre-approved factories.
- We turn Creativity and Speed to market as a competitive edge for you, with reliability and the assurance of achieving promotional success in every project.
