It’s the summer of food merch drops

The landscape of restaurant and food marketing is increasingly being reshaped by high-profile merch collaborations.

There was a steady stream of merch collaborations throughout the month of July involving notable food and beverage brands. Gap released a line of hoodies, tees and accessories with New York City favorite Los Tacos No.1. Meanwhile, Dunkin’ partnered up with influencer Chelsea Parke, releasing a line of themed drinks, mockneck sweatshirts and accessories tied to her clothing line, Parke. And on July 28, Starbucks released an Orange Cream-themed collection with Dandy.

Food brands are increasingly looking for ways to introduce themselves among new audiences, and partnering with another well-known brand is a relatively straightforward way to do so. But drops also provide the added benefit of positioning a restaurant chain or a coffee house as a driver of cool products. Continue reading this article on modernretail.co . Sign up for Modern Retail newsletters to get the latest on the shifting dynamics between retail’s old and new guards.