In 2021, Lauren Lee was a Dewey Beer Company hostess when she began tracking T-shirt and hat sales. Although the collection was modest, she ensured there was always inventory for sale. Customers snatched them up.
Lee became the brewery’s merchandising director, and sales have grown 20% annually for the last three years. “Every week, something new is coming in,” she says. The additional income is welcome, given that food and beverage profit margins are slim. Yet there is another reason why “merch” is popular.
“It plays a key role in building a relationship with our customers,” says Matt Garbutt, director of marketing and branding for La Vida Hospitality. “When guests get a favorite piece of retail to take home with them, it reminds them of the visit.”
Nick Qaabar of Scout Cafe in Wilmington calls merchandise the “physical aspect of our brand that customers get to enjoy for a long period of time.”
Marie DiFeliciantonio would agree. She owns Bondfire, the Philadelphia-based firm that handles the Bardea Restaurant Group’s publicity. “I love supporting my favorite restaurants by wearing their tees or sweatshirts or drinking from their mugs,” she says. “It’s also a talking point wherever you go—like wearing Phillies or Eagles gear.”
In a selfie-obsessed society, people want to illustrate their identity.
A trend takes off
Pizza and sub shop employees have worn customized T-shirts for decades. But credit merch mania to early brewpubs. Dogfish Head Craft Brewery, for instance, had an undisputed cool factor that appealed to young craft beer consumers. “Our first items included a baseball hat and a selection of tees,” recalls co-founder Mariah Calagione. “The back of the tees varied, but one included the tagline: Imported. From the other room.”
Dogfish merchandise is now “a bit off-centered, much like our liquid,” says Desiree Foxwell, who handles merchandising. This holiday season, Dogfish Head has a tree ornament resembling the steampunk treehouse in front of the Milton brewery. 6 Cannery Village Center, Milton; 684-1000; dogfish.com
Andrew Dickinson, who created merchandise art for SoDel Concepts, says mainstream restaurant merch took off around 2012 when Matt’s Fish Camp opened in Bethany Beach. Now, the three Matt’s Fish Camp locations and Papa Grande’s Coastal Taqueria in Fenwick Island are SoDel’s merch-centric restaurants. sodelconcepts.com
Fast-forward to this year. Jimmy O’Conor tripled his inventory when he opened Woody’s 2 Go across from Woody’s Dewey Beach Bar & Grill. Items range from T-shirts to dog leashes. 1905 Coastal Highway, Dewey Beach; deweybeachbar.com
The Starboard opened a boutique across Coastal Highway from the landmark restaurant in early summer. Items include a pickleball racket with the shark mascot and water and golf attire. “It’s been an amazing success,” says owner Steve “Monty” Montgomery. “Man, it’s been busier than we ever hoped.” 2004 Coastal Highway, Dewey Beach; store.thestarboard.com
The Starboard and Woody’s followed in the footsteps of Dogfish Head, which built the EmPOURium shop next to the rebuilt Rehoboth Beach brewpub. 320 Rehoboth Ave., Rehoboth Beach; 226-BREW; dogfish.com
But brick-and-mortar setups aren’t necessary. Bardea Restaurant Group sells items for Bardea Steak, The Garden, Pizzeria Bardea, and Taqueria el Chingon on brotherlyswag.com. Grotto Pizza recently unveiled an online retail store on its website, grottopizza.com.
Staying on point
At the upscale Heirloom, customers can purchase hats, canvas bags, keychains, and stickers with a drawing of the white Victorian with red shutters. The simple sketch speaks volumes about the restaurant, an identifiable Lewes landmark. 212 Savannah Road, Lewes; 313-4065; heirloomdelware.com
Indeed, merchandise must underscore the concept, says Garbutt of La Vida. “Our merchandise plays a big role in bringing our brands to life and celebrating the lifestyle.” For instance, Crooked Hammock Brewery in Middletown and Lewes is about backyard fun. Merchandise includes outdoor games and, of course, branded hammocks. 316 Auto Park Drive, Middletown; 601-7837; 36707 Crooked Hammock Way, Lewes; 644-7838; crookedhammockbrewery.com
Meanwhile, Big Chill Surf Cantina in Rehoboth and Big Chill Beach Club in Bethany Beach are all about the water and soaking up the sun. Offerings include UV performance clothing. 19406 Coastal Highway, Rehoboth Beach; 727-5568; bigchillcantina.com; 20799 Coastal Highway, Bethany Beach; 402-5300; bigchillbeachclub.com
One Coastal in Fenwick Island sells camouflage-pattern hats. The choice might seem unusual, given owner Matt Kern is a James Beard Award finalist. But the chef is a dedicated fisherman, outdoor enthusiast, and advocate for local growers. 101 Coastal Highway, Fenwick Island; 537-4790; onecoastal.com
“Merch” can also include food. Snuff Mill Restaurant and Butchery & Wine Bar customers can leave with branded coffee made with organic Balinese beans. 1601 Concord Pike, Suite 77/79, Wilmington; 303-7676; snuffmillbutchery.com
The coffee is a marketing tool; Janssen’s Market in Greenville stocks it on the shelves. “It gives us exposure to people who may have never been to our restaurant,” owner Bill Irvin says.
How do restaurants decide what to offer? Thompson Island Brewing Company and Ocean View Brewing Company—part of Southern Delaware Brewing—look to the clientele for inspiration, says Lauren Bigelow, marketing director. 30133 Veterans Way, Rehoboth Beach; 226-4677; thompsonislandbrewing.com
For Scout Cafe, Qaabar hires local artists and printers. The staff must appreciate the wares. “We believe if we enjoy the merchandise, our customers will also love it,” he says. 2316 Baynard Blvd, Wilmington; 524-4223; scout-cafe.com
It’s worth noting that customers are as picky about the quality and style as they are about food. “We work with brands people can trust, such as Comfort Colors—tried-and-true apparel. It significantly increased our sales by making that switch,” Lee says. 2100 Coastal Highway, Dewey Beach; 227-1182; deweybeerco.com
Erica Kirlin is a fan. “I have a Dewey Beer Company hoodie that I practically lived in last year—it was pink and cozy,” she says. “Their branding is great.”
She impulsively purchased the hoodie while toasting her husband’s birthday with sour beers. Even though she lives nearby, she says, “I love a souvenir.”
Related: 2 New Breweries at the Delaware Beaches for Unique Craft Brews
