📣 Would you eat gas station sushi?
82% of diners want your branded merch. Read how to design swag that sells—a lesson from gas station sushi.
Hey there! 👋
Would you eat gas station sushi? 🍣
A question someone asked me not too long ago. The thought kind of grossed me out…but I had to try it.
There’s a spot near me called Akami that’s tucked inside a gas station (yes, really), and surprisingly, the sushi is outstanding. Locals call it “gas station sushi,” equal parts charming and disturbing. But after one bite, I was sold. So much so that I bought the t-shirt.
I wear it proudly. It turns heads. It sparks conversations. It’s kitschy, unexpected and sentimental—everything great restaurant merchandise should be.
And it got me thinking: merch isn’t just a t-shirt, it’s a strategy. So I dug into what makes restaurant merchandise actually sell.
The science behind swag 🧠
Restaurant merchandise has come a long way from the dusty stack of XXL tees and coffee mugs by the host stand.
Our 2025 Restaurant Industry Trend Reports revealed 82% of diners globally are open to buying non-traditional offerings from restaurants—think sauces, meal kits, candles, tote bags…even fashion-forward fits.
To find out what makes merch actually move, I spoke with Jacob Cross, Managing Director at Roy, a restaurant branding agency that helps operators turn swag into strategy. His take?
“Merch isn’t just a logo anymore—it’s brand storytelling.”
Jacob’s playbook is equal parts brand strategy, guest psychology and good taste.
Root it in your story. Don’t just slap your logo on a hoodie and call it a day. Start with the why behind your brand. What do you stand for? What catchphrases pop up in the kitchen or in guest reviews? What elements of your space do people love most? The best merch captures what makes you you—and creates an emotional connection with diners.
Prioritize quality. The merch that sells is the stuff that feels like something a guest would buy even if your name wasn’t on it. Whether it’s a candle, an apron, or a hat, your merch should reflect the same level of care and design you put into your food and service.
“The only way merch doesn’t work,” Jacob says, “is if it’s not thoughtful and not quality.”
Make it part of the guest journey. The best merch drops don’t happen after dessert, they’re integrated into the experience from the start. At SevenRooms, we’re seeing more restaurants add merchandise upgrades directly into the booking flow.
Take Aalia in Sydney. Guests can pre-purchase items like their Paul Farag x Rio Vista olive oil or a curated Medjool Date Box right when they reserve.
“By integrating it into the booking widget, we’re able to offer a seamless, curated experience—whether someone’s celebrating a special occasion or just wants a thoughtful memento,” said Natasha Hasna, Projects & Events Manager. “It’s also helped drive early engagement, boosted revenue per booking and elevated the overall perception of what dining at Aalia can be.”
When done right, merch isn’t just an add-on, it’s a sentimental touchpoint that extends the guest experience and keeps your brand top of mind. Or, as Jacob put it:
“With the right merch, you’re sending walking billboards out into the world. It’s marketing you don’t have to pay for again.”
Want more ideas and inspo on products your guests will love? Read the full article below. 👇
Dive Deeper 🔎
We meme (restaurant) business 👂
What funny, embarrassing, surprising or just plain weird restaurant memes or situations have you come across? Spill the tea at heard@sevenrooms.com.
Food for thought 🤔
Grab a cup of coffee and dive into some thought-provoking articles we came across this month.
Trending: Google will let restaurants highlight specials on Google Business Profiles
Woah: Turning composting into creative ingredients is enabling indulgence in this Denver restaurant
Must Read: DoorDash to buy SevenRooms for $1.2B
Thanks so much for reading!
See you next month!
Katelyn