Take-home cups, hats, and shirts are dominating the trend cycle. But in Philly owners say the zanier the swag, the better — especially when it comes to marketing.
Herman’s Coffee is an unassuming brick cafe in Pennsport that offers the standard slate of trendy drinks, like espresso tonics and Vietnamese-style lattes. It also sells aFrom Fishtown to Rittenhouse, it’s hard to walk around now without spotting someone repping a neighborhood haunt, classic dive bar, or twee new cafe on a shirt, baseball cap, or even rolling papers.
But diners are looking for the items that go beyond “just slapping a logo” on a shirt, says Tabachoy’s Chance Anies. The Filipino restaurant in Bella Vista sells. “People will come to the restaurant, see our little merch station, eat dinner, and immediately ‘I have to have that pig hat,’” Anies said., has sold merch since practically the beginning, says owner Robert Perry.
“It is a really great marketing tool and all of that,” he said. But customers, he says, are the motivation for the cafe to offer more merch. “We need some new stuff because people are asking for it.”
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