Bar/Restaurant Items Build a Brand, Leave Lasting Impression

Promotional products in the bar/restaurant market segment assist eateries, microbreweries, and distilleries in not only building a brand, but differentiating themselves from their competition. Items such as garments, aprons, coasters, growlers, cups, bottle openers, and coffee sleeves leave a lasting impression with consumers long after these establishments have been frequented.

After what has probably been the worst winter on record for a vast majority of the United States, a renewed interest in new grilling and barbecue products are trending at BIC Graphic, according to Carrie Lewis. “People are excited to enjoy time outdoors and that includes picnics and back yard get-togethers around the grill,” she states. “Functional BBQ sets, roll-up blankets, and easy-to-carry picnic coolers are great summer promo kick-off items for food establishments.

“Bags may not be top of mind when it comes to restaurant and bar promos, but they are extremely popular because of the great brand exposure,” Lewis continues. “Supplying carry-out orders in a cost-effective reusable tote adds to the customer experience while cooler bags are a natural fit for bars and breweries.”

Lewis adds that coffee cocktails continue to be trendy, especially with the opening of more coffee and bar hybrid establishments. “Coffee brewing and cocktail mixing have evolved simultaneously into experimental art forms—further cementing this natural partnership,’ she comments. “Serving trendy drinks on branded coasters is a great way to draw well-deserved attention to these artisan coffee cocktails. Barware that works triple-duty for cocktails, espresso drinks, and coffee cocktails is useful and practical.”

According to Ron Rosencrans of ProRose Inc., on-site promotions at bars and restaurants continue to be an important part of the beverage industry’s marketing mix. “By offering drink specials and using marketing materials they are able to drive consumers to their brand as well as increase revenue for the establishment,” he maintains.

Sporting events continue to be a driving force in bringing the patrons in, as well as holidays such as Cinco de Mayo, St. Patrick’s Day, Halloween, and the Fourth of July, Rosencrans continues. “Distributors should try to pitch programs around these events—offering a turnkey program for the establishment including banners, T-shirts, buttons, shot glasses, tasting glasses, and other creative items which will enhance the patrons’ experience and create revenue for the bar or restaurant. If the establishment is successful they will return to the distributor for help with upcoming promotions.”

Garments are also a vital part of this market segment. Edwards Garment Company’s Taraynn Lloyd points out that career and uniform garments that are presently trending are the company’s new Batiste shirts, snag-proof polos, Tattersall woven shirts, and aprons that offer a splash of color. “Restaurants are looking for unique ways to promote their brand, showcase their eatery, and have the garments be easily cleaned at home,” she explains. “They also require uniforms that can withstand daily wash and wear keeping their color, shape, and style for a long period of time.”

In agreement is Pam Pennington at Aprons, Etc. “More promotional products distributors are starting to work with their bar/restaurant clients on uniform items for both front of house and back of house employees. Uniform companies are now selling promotional products, so game on!” 

Promotional product suppliers agree that demand is currently strong for bar/restaurant products. “Promotional products have always been an essential component of the marketing mix for restaurants and bars,” BIC Graphic’s Lewis notes. “The right products and imprints show the personality of an establishment and help build business. The interest in new and unique promotional opportunities is sure to increase as bars and restaurants focus on great food, drinks, and atmosphere to set themselves apart from competition.”

Pennington at Aprons, Etc. attributes this growing market segment to the fact that there are more than 1 million restaurant locations across the country employing almost 15 million people who need uniforms. Edwards Garment’s Lloyd adds that demand for garments has been phenomenal, and it is particularly rewarding when they look at a photo for inspiration and it is Edwards’ design that they are showcasing.

Cameron Tranter of Tranter Graphics reports that the company is continuously seeing a huge demand for its products because they are being used every day at nearly every event. “Penny products drive our industry,” he elaborates. “They are affordable and do make a lasting impression on clients—especially when it comes to a product that they use all the time. They are exposed to a particular brand every day without even really knowing it.”

Since bar/restaurant products are hot ticket items, promotional product suppliers have introduced a multitude of new products—in addition to touting their best-selling wares. BIC Graphic’s Lewis says that multi-function bottle openers are always popular, especially during the summer months. “The KOOZIE® Bottle Opener Can Kooler (#46087) fits snugly on cans/bottles with an opener attached,” she details. “The Modern Divot Tool with Bottle Opener (#62386) is coveted by golfers while the new Dual Carabiner Spinner with Bottle Opener (#21225) clips onto keys or bags and capitalizes on the popularity of spinners.” BIC also has a 64-ounce Stainless Growler (#46067) that is lighter than glass or ceramic growlers and is virtually indestructible, Lewis says, and a great way for brewery and bar customers to tote and store their favorite drafts.

According to Pennington of Aprons, Etc., aprons are the most popular uniform for a restaurant because they are unisex and make identifying employees easier. “To keep on trend, new denim and upscale style aprons will debut in our product line soon along with fresh colors,” she comments. These items will complement the company’s best sellers—server aprons and chef coats designed to work better in hot kitchens. Best sellers at Edwards Garment include the snag-proof polos and the Tattersall shirt. “Then, when they couple these tops with our black essential pants and a color block apron, we notice that the uniform really showcases the brand in an exceptional way,” Lloyd states.

One of Tranter Graphics’ newest, best-selling products are its Insulated Paper Cups. “These cups eliminate the need for a coffee sleeve as they are double-walled,” Tranter explains. The cups are available in 12-ounce, 16-ounce, 20-ounce, and a 24-ounce size. Additionally, the 12-ounce version features a full-color digital imprint.

ProRose offers a strong selection of small cups which are used in tastings, festivals, and samplings. “These items fit in nicely around these special events and help to generate revenue,” Rosencrans states. “We are developing a new line of Tritan drinkware that is dishwasher-safe and virtually indestructible. Called ‘Wonkyware,’ this line of tumblers will be available in 12-ounce, 16-ounce, and 24-ounce sizes—and be a great alternative to glass as it won’t shatter and pose a danger to the patrons.”

Over at Bay State Specialty Company, Josette Bosse reports the K347 bamboo coaster is a great item for the restaurant theme. “It’s a perfect souvenir for customers to take home from their dining experience,” she enthuses. “A local restaurant uses the bamboo coasters to promote their Family-Meals-To-Go. The coasters serve as a daily reminder—and possibly some persuasion—that sometimes you just need to kick back and let someone else do the cooking.”

Tranter of Tranter Graphics suggest playing close attention to clients’ needs when recommending promotional products in this market segment. “Events is the keyword when it comes to selling our products,” he states. “Over 95 percent of all events serve some sort of food or beverage so it’s really an easy sell. My advice is to get samples in front of clients, so they can actually feel what they are getting and can know the difference between different plies of napkins, etc.”

Edwards Garments Lloyd recommends distributors learn more about the job functions of the establishment. “Ask the servers what type of activities they do throughout their shift,” she advises. “And, what do they like and dislike about their present uniform. By asking these questions, you will begin to understand what types of garments would be best suited for the business to review.”

Selling bar/restaurant products to clients is a matter of highlighting their uniqueness, Lewis at BIC Graphic concludes. “Bars and restaurants want to stand-out in a crowded market and connect with clientele to build repeat business,” she comments. “Promotional items achieve this goal by enhancing restaurant/bar experiences in-house and through giveaways that extend branding into customers’ homes. Many local establishments prefer to purchase promotional items from local vendors to support community business. The food and beverage industry is built on relationships, so a personal approach will help gain awareness of upcoming events and business changes that could result in new opportunities.”

Case Study

Carrie Lewis, BIC Graphic

A craft brewery was incorporating a “gift shop” into their business model to create a new revenue stream while promoting their brand message. The brewery loved the versatility of the #15883 KOOZIE® Expandable Lunch Kooler accommodating cans or bottles and felt the quality aligned with their high-quality product. Koolers were sold in the brewery retail area and on their website. The koolers sold out faster than the brewery projected and turned into a regular, repeat order. It also consistently remained in the top five of all products sold online for the company.