Restaurant profits are famously tight. That’s why so many restaurants opt for sidewalk signage, fliers, and other organic channels: They’re low-cost and effective. But many skip right over a powerhouse option: custom merchandise. When it comes to communicating what your brand stands for, custom products bring authenticity and frequency to your marketing plan. However, there are some pitfalls to avoid to make sure you get your return. Grandstand has been printing custom products since 1988 and has compiled a quick list to help you spread the word and support the bottom line.
Grandstand’s Tips for Successful Custom Branding
Time and again, Grandstand has seen that clients who make a real investment in custom branding grow their bottom line. Whether they’re designing a digitally embossed glass or a high-end waterproof jacket, the businesses that lean into design and have a customer-centric product selection reap the rewards.
A Great Story Leads to a Great Design
When considering a branded product, people want a good story. Time and time again, brands feel their logo printed in a different fashion is enough to move the needle; but customers aren’t looking for just a logo, they want to be a part of a culture or relive the memory, in short … they want the story. When selecting your design, think of what your establishment stands for or what is unique and lean into those elements for your artwork. Develop your design and message first, then look for ways to incorporate your logo/information to ensure that you find the right balance between story and branding.
The Seasonality Opportunity
The next step to a successful branded merchandise campaign is to consider factors like use and seasonality. While many brands decide to hedge their bets with a generic assortment, capitalizing on seasonality can drive these add-on purchases and relate more strongly with consumers. A t-shirt is great for the summer months, but hats can sell year-round, hoodies and flannels are best for fall and winter, etc. Weighing these factors as you plan your assortment is essential. And, by changing designs with the changing seasons, you can create an opportunity to tell different elements of your story.
Name Brands and the Low-Perceived Value Hurdle
When it comes to custom branding, perhaps the highest hurdle is perceived value. We’ve all seen it play out: As customers are waiting for a table, they browse the merchandise rack, pick up a product, check the tag and then place it back on the rack. It doesn’t mean they didn’t want the item, it just didn’t have enough value for them. One of the simplest ways to overcome this is by starting with an item from a well-known brand. Brands like Adidas, Camelbak, or Carhartt come with built-in equity and trust from the consumer. The big brands have done the hard work of communicating quality, leaving the door open for you to bring the “cool factor.”
Skipping or Screening the Tag
Brand name items can sometimes come with a higher price point. If you are looking to keep value high with costs low you can increase an item's value by opting for a tagless option on generic items. Or, you can upgrade to a custom screen printed tag of your design to communicate a truly custom product feel. Either method turns an entry-level product into something special and allows the customer to feel like they are getting more for their money.
Merchandise Your Merchandise
The last of the big mistakes Grandstand sees is how the products are displayed. First, customers need to be able to see your products to know that they are available, so hiding them in the basement storeroom isn’t going to help your attachment rates. Waiting areas, register placement, and back bar are all great locations to let customers know what’s available. Second, make sure they are properly merchandised. Removing wrinkles and opting for stretch forms vs. general hangers presents a more premium look. Modular display units with movable shelves allows for flexibility between seasons and changing assortments. Don’t forget some accent lighting to help your items stand out – warm LED lights are get for showcasing product without throwing off the overall feel of your establishment.
