Why More Restaurants Are Launching Branded Merchandise

For years, restaurants have focused solely on food and service as their core offerings. But times have changed. Today, leading restaurants across the globe—and especially in India—are launching branded merchandise as an extension of their culinary identity. From tote bags to hot sauces, caps to coffee mugs, restaurant brands are turning into lifestyle brands.

Chef Shajahan M Abdul, founder of Restro Consultants Pvt Ltd (RCPL), says, “Merchandising isn’t just about selling products—it’s about building emotional connections beyond the plate. When guests wear your logo or cook with your spice blend, they become part of your story.”
Let’s explore why more restaurants are entering the merch space—and how your brand can profit from this growing trend.

The Power of Restaurant Merchandise

Restaurant merchandise is any branded item sold or gifted by a food and beverage business. This includes:

Apparel (T-shirts, caps, aprons)
Kitchen tools (spatulas, chopping boards, knives)
Packaged goods (sauces, spice mixes, condiments)

Lifestyle products (tote bags, stickers, mugs, candles)
Chef Abdul points out, “Customers don’t just want to eat your food—they want to take a piece of your brand home with them.”

Why Restaurants Are Investing in Merchandise
1. New Revenue Stream
Margins in F&B are tight. Selling merchandise provides an additional, high-margin revenue stream that doesn’t rely on footfall or food costs.

2. Brand Visibility
When customers wear your t-shirt or use your spice mix at home, they become billboards for your brand.
Restro Consultants Pvt Ltd (RCPL) has helped several restaurants build merchandise lines that organically boost online and offline brand recognition.

3. Stronger Customer Loyalty
Merch turns a fan into a community member. People love exclusive items that reflect their tastes, personalities, and identities.

4. Social Media Buzz
Branded merch is shareable. Unboxing videos, selfies in your cap, recipes using your chutneys—these all turn into user-generated content that builds credibility and reach.

Best-Selling Merchandise Ideas for Restaurants
Restaurant consultants recommend starting with 3–5 core SKUs before expanding. Popular options include:

Signature sauces or chutneys
Limited-edition aprons or chef coats
Recipe books curated by Chef Abdul
Coffee blends or spice mixes
Locally inspired t-shirts or tote bags

One brand working with RCPL sold out its initial batch of chilli oil jars in 5 days and now ships pan-India via online orders.

How to Launch Your Merchandise Line
Here’s a step-by-step framework from Restro Consultants Pvt Ltd (RCPL):

Step 1: Choose the Right Products
Start with items that connect directly with your cuisine or identity. For example, a South Indian restaurant might launch a sambar masala mix or a brass coffee filter kit.

Step 2: Design with Purpose
Good design matters. Work with local illustrators or branding agencies to create merchandise that looks great and aligns with your vibe.
Chef Shajahan M Abdul advises, “Merch should feel premium, not promotional. Make it worth buying, not just receiving.”

Step 3: Decide on Pricing & Packaging
Keep pricing accessible but with healthy margins. Package everything well—unboxing is part of the experience.

Step 4: Create a Selling Platform
You can sell:

At the restaurant counter
Through WhatsApp or QR codes on tables
Via Instagram DMs or Shopify-style microsites
RCPL integrates eCommerce plug-ins into existing restaurant websites or POS systems to streamline merchandising.

Step 5: Train Your Team
Your staff should:
Know the story behind each product
Upsell to guests during service
Handled packaging or delivery queries
Chef Abdul often includes merchandising and upselling in staff training sessions for his clients.

Case Studies from RCPL Clients
A Bangalore café collaborated with a local artist to create latte art–inspired t-shirts. Sales paid for the brand’s monthly social media budget.
A North Indian restaurant in Delhi bottled its signature mint chutney. With branding and packaging support from RCPL, it became the city’s most ordered side-sauce on Swiggy Gourmet.
A QSR in Hyderabad launched reusable steel bottles with quirky taglines. Their dine-in repeat rate increased by 24% in just two months.

Merchandising Pitfalls to Avoid
Generic designs: If it looks like a stock product, it won’t sell. Inject your brand’s voice.
Low quality: Poorly printed t-shirts or leaking sauce bottles damage your reputation.
Inventory overload: Start small. Don’t invest in large quantities until you know what sells.
No promotion plan: Treat merch like a menu launch. Announce it, market it, and display it.
Restaurant consultants from RCPL provide merchandise forecasting tools and launch campaign support to avoid costly errors.

Follow Me:

Why More Restaurants Are Launching Branded Merchandise

Share