We’re about a month out from Christmas, which means Santa is tuning up his sleigh, the elves are extra busy in their workshop and restaurant chains are churning out the cheeky branded merchandise.
While there’s no scientific body (that we know of) surveying such things, Restaurant Business team members agreed they’ve never seen a holiday season with so much restaurant merch.
Socks and dog toys and smelly soaps, oh my!
Here, in alphabetical order by restaurant, is a selection of the 2024 holiday offerings.
Chick-fil-A holiday sweatshirt | All photos courtesy of the brands
Fans of Chick-fil-A can score a vast assortment of branded gear from the chicken chain’s website. And we mean vast. There are Waffle Fry Heart and Chick-fil-A Cup Earrings. Chicken Sandwich String Lights. Wrapping paper, festive beanies, holiday sweaters, baby onesies, chicken sandwich-shaped puzzles and much more.
Chili's eye mask and socks
Chili’s is capitalizing on the runaway success of its Triple Dipper appetizer with the Triple Dipper Dream Collection. The casual-dining chain last week said it would offer “limited daily drops” of items such as Triple Dipper Bedding, Big Mouth Bites Eye Mask and Honey Chipotle Crisper Socks.
“Chili’s fans have been dreaming about the Triple Dipper all year, so we decided to interpret that dream in the most-literal way possible with a set that fully embodies this fan favorite,” CMO George Felix said in a statement. “At the end of a long day, who wouldn’t want to pull on some Chicken Crispers socks, cover those eyes with Burger Bites and cozy up to a Nashville Hot Mozz pillow? As I always say (starting right now), eat well, sleep well, Chili’s well.”
Chipotle's holiday assortment
Chipotle Mexican Grill knows a hit when it sees one. This year, the fast-casual burrito chain brought back three of its best-selling products for its “All I Want is Chipotle” holiday collection. The viral favorites are Cilantro Soap, the “Water” Cup Candle and Car Napkin Holder.
“Over the years, we’ve seen these limited-edition merch drops sell out in a matter of minutes or hours and pop up on resale websites for up to five times their retail price,” Chipotle Chief Brand Officer Chris Brandt said. “Now we are giving our superfans a second chance to get their hands on these coveted products that they helped inspire.”
Commander's Palace embroidered napkin
It’s not just the big chains that are taking advantage of demand for branded merch. Independents are getting in on the act, too. New Orleans’ iconic Commander’s Palace dropped a Commander’s Collection merch assortment that spans a curated selection of homegoods for the kitchen, bar and more. It includes high-end items such as embroidered linen cocktail napkins, chef knives, a hand-crafted bar cutting board, Blood Orange Sazerac Tea and more. And on restaurant food-shipping platform Goldbelly, shoppers can browse oodles of local restaurant merch, like Stan’s Donuts holiday mugs, Central Grocery Muffuletta hats, Tony’s Pizza Napoletana Dog Toys and much, much more.
Din Tai Fung plushies
Din Tai Fung, a Taiwanese restaurant chain specializing in steamed soup dumplings, is out this year with its first collection of holiday gear. The lineup includes a plush purse and clip-on stuffed animals modeled after the brand’s dumpling-inspired mascots, Bao Bao and Shao Mai, along with holiday ornaments shaped like the chain’s steamer baskets and takeout bags.
Noodles & Company holiday assortment
Fast-casual chain Noodles & Company this week launched its first-ever Noodles Merch Store with a limited-edition collection of winter gear. Among the offerings: Red-and-yellow Trendy Noodle Kicks sneakers with a macaroni noodle embossed on the sole, Festive Branded Onesie decorated with iconic brand elements like the chain’s best-selling Rice Crispy treat, and Cozy Holiday Sweaters in blue and white.
“Our new online merch store is the ultimate destination for limited-edition gear, from cozy holiday sweaters to vibrant bowl koozies,” Noodles’ Director of Communication Danielle Moore said. “It’s a fun and stylish way for our loyal fans to show off their Noodles pride while bringing a touch of Uncommon Goodness home for the holidays.”
Portillo's sweatshirt
Been hunting for a sweatshirt for Aunt Sue so she can proclaim her love of giardiniera to the world? Portillo’s has you covered. The fast-casual Italian beef chain’s holiday collection includes the aforementioned sweatshirt, as well as PJs for the whole family, a winter hat, coloring book and swaddling blanket for newborn beef lovers.
Scooter's Coffee ornament
Drive-thru coffeehouse chain Scooter’s Coffee partnered with toymaker Hasbro on a limited-time menu and merchandise assortment themed around the classic Candy Land board game. Merchandise includes striped pajamas for adults and kids, a 40-ounce tumbler, stickers and a Peppermint Mocha ornament.
Shake Shack ornament
Fast-casual burger chain Shake Shack is appealing to bargain hunters with a Black Friday sale on selected merch, including a Crinkle Cuts Boat Tote, Burger Patch Beanie and Small Fry Baby Onesie. Also included in the brand’s holiday offerings are several branded ornaments, including a ShackBurger and Christmas Cookie Shake.
Sweetgreen tote bag
Sweetgreen is leaning into its salad-slinging background with a collection of apparel and accessories dubbed The Market. The collection includes a Kale Camo Hoodie, Salad Tote Bag, HQ Hat and more.
“At Sweetgreen, we’re all about creating moments that bring people and communities together,” said Michael Kotick,” the chain’s SVP and head of marketing. “This collection captures what fans love about Sweetgreen, and we hope it brings joy this holiday season.”
Whataburger nutcracker
While Sweetgreen is all about the camo this holiday season, there’s no hiding in the seasonal gear from burger brand Whataburger. Known for its bright orange-and-white colors, Whataburger is selling a Christmas Sweater, Pajama Set and Comfy Teddy Bear Full Zip jacket that would likely help wearers stop traffic. There’s also a 6-foot-tall Inflatable Nutcracker in those signature colors that will surely get the neighborhood talking.
White Castle shoe charms
Burger chain White Castle launched an updated version of its merch store, House of Crave, in time for the holiday shopping rush. Branded offerings include a Seasons Grillings ornament, Certified Craver trucker hat, Follow Your Crave t-shirt, collectible holiday mugs, friendship bracelets, shoe charms and more. It’s the 20th year that White Castle has sold branded merch through the online store.
“We have the most-passionate fans in the fast-food industry, and they love to represent White Castle with branded merchandise,” White Castle VP Jamie Richardson said. “We’re excited about launching the new House of Crave, giving these fans countless fun options for showing off their love of White Castle.”
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