Standing out in such a crowded marketplace can be a challenge for restaurant operators, as competition grows from incoming American chains, broadening convenience store menus, and declining consumer spending. Collectibles are an innovative LTO, providing a way for restaurants to drive loyalty, connect with guests, and even offer a sense of nostalgia, depending on the partnership. 44 per cent of people say they would buy branded restaurant merchandise, so there’s a real opportunity for operators to raise revenues at point of sale, along with increasing brand awareness when customers wear or use branded products in public.
Some QSRs are collaborating to add popular merchandise to their collections this summer:
Little Caesars is getting in on the mystery box trend, offering customers a unique experience with the new Big! Big! Blind Box, a limited-time release featuring branded collectibles, apparel, and novelty items. The box retails for $19.99 and contains more than $200 worth of merchandise, according to the company, from Pretzel Crust-themed rugs and grill spatulas to holiday ornaments, apparel, and other collectibles.
In celebration of the recent National Donut Day, Dunkin launched a new collection of themed that expands the existing partnership with Stoney Clover Lane, The branded merch offers customers a cross-body bag, a variety of pouches, patches, charms, and drinkware. The collection is available at participating Dunkin’ locations for a limited time from the beginning early June, while supplies last.
Taking inspiration from Illumination’s Minions & Monsters, Wendy’s is launching themed a meal, Banana Frosty Swirl®, and exclusive blind-box collectibles. Two new Coca-Cola Freestyle® beverages, the Pineapple Minion MischieFizz and the Goomi’s Glimey Lime, have also been added to the menu. This new LTO offers guests new and innovative menu items, as well as a fun experience with the collectibles.
Tim’s store offers clothing, drinkware, and accessories all year long, but the most recent collection focuses on soccer-themed apparel including a male and female jersey, along with a water bottle, reusable cup, bucket, and more. These limited-time items celebrate the FIFA World Cup, helping to attract fans and celebrating the exciting event.
Subway and Moana have teamed up to celebrate the upcoming release of the live action version of the film, scheduled for July 10. To celebrate, guests can upgrade any meal to a Moana Movie Meal Deal for $1 more and receive one of five collectible Moana cups. Guests can collect all versions of the cups at participating Subway restaurants nationwide while supplies last.
Adding collectibles to restaurant marketing helps you build your brand, engage with your guests, participate in trending moments, and create something special and memorable for diners. More and more operators are adding a retail component to their revenue streams to try and attract restaurant guests in a new way.
Image courtesy of Wendy’s.
