Food meets apparel. Many restaurants, especially quick-service restaurants (QSRs) like McDonald’s and Domino’s, have adopted this intriguing twist to broaden their menus, appeal to a larger audience, and increase their reach.
QSRs can engage customers beyond their dining tables or screens by providing a new touchpoint for interaction through fashion collections. Customers interact with the brand creatively, whether looking through an online store, going to a physical pop-up shop, or posting pictures of their stylish purchases on social media.
Why, then, fashion?
Because eating brings back memories and emotions and provides fuel, people relate particular cuisines to memories and emotions. QSRs capitalise on customers’ emotional ties with their products by incorporating these emotions into fashion. Customers develop closer, more personal bonds with brands when they dress in apparel that honours the distinctive dish of their favourite QSR.
The limited-edition nature of QSR fashion collections is one of the factors contributing to their appeal. These one-time sales evoke a sense of exclusivity and urgency, much like the limited-edition releases from high-end fashion businesses. Consumers are encouraged to participate in these events to obtain a product that might never be offered again.
QSR fashion debuts attract interest and conversation. They surprise people, starting conversations and arousing interest. However, the marketing plan distinguishes these businesses from their rivals and portrays them as forerunners in the sector. By nature, novelty attracts customers, and QSR fashion collections deliver on that promise.
Additionally, fashion has always been a way for people to express themselves. Customers that dress in apparel from their preferred QSR express their preferences and self-identity. These collections let customers creatively and uniquely express their affection for a company.
Arching Into Clothing
McDonald’s has revealed that it choice works with streetwear company Palace to produce unique goods as part of the QSR juggernaut’s “As Featured In Meal” program. The McDonald’s golden arch logo and signage are combined with the distinctive style of the skate and streetwear brand from London in the merchandise line.
These products will be available starting Monday (August 14) via a QR code printed on the new ‘As Featured In Meal’ line. In addition, Palace intends to turn the original McDonald’s in Downey, California, into a transient pop-up store. Starting on August 18, this pop-up store will feature the entire selection of items from the collection.
Meanwhile, Domino’s Pizza has unveiled an exclusive summer capsule collection that takes design cues from their garlic and herb dip.
A gender-neutral summer blouse, a bikini, and beach shorts are all included in the Garlic & Herb collection and feature branding for the famous dip. The series includes a floating pizza box and a plunge pool.
Domino’s chose Sam Thompson and Zara McDermott, stars of the reality shows “Made in Chelsea” and “Love Island,” to lead the line’s launch. Pizza lovers are urged to go to garlic-and-herb-dip-collection.com to reserve a piece from the collection through August 18.
Collaborations and product launches, however, are nothing new.
In 2017, Taco Bell and fast-fashion retailer Forever 21 collaborated on a limited-edition line that customers could buy online or in-store. Customers who bought the collection were urged to share images and videos using the hashtag #F21xTacobell to be included.
In conclusion, QSR’s foray into fashion is a calculated move that strengthens, diversifies, and humanizes its brand. These firms develop new touchpoints for engagement and self-expression by drawing on consumers’ emotional bonds with their favorite foods and translating them into fashion.
So, the decision is yours: Will you purchase items from Dominio’s Garlic & Herb collection or the streetwear line with the famous golden arches? Source