New Member Profile: Pineapple Printz

How to increase your brand identity and bottom line with logo apparelPP

Investing in retail apparel – the DOs and DON’Ts

Hawaii is a tourist economy and t-shirts are the easiest most sought out souvenirs to bring home. Many successful restaurants, from individual to chains, promote their business through retail apparel sales. There are three primary incentives for the restauranteur to create a retail zone: Advertising, Branding and New/Added Revenue Streams.

The person wearing a t-shirt or hat with your company logo on it, is a walking billboard implicitly endorsing our establishment to everyone who sees that shirt. “Yeah I love the food so much I bought a shirt” or “I’m such a loyal customer, they rewarded me with this really cool shirt.”

On any level, endorsement advertising is the most sincere.  If your restaurant is in a highly competitive area like Waikiki or North Shore, the more you can be seen, the more you will be noticed and ultimately frequented by tourists and locals alike.

The branding component of retail shirts also lets your guests know that you are going the extra mile to differentiate yourself from the competition. When service is your passion, your customers will notice and they will be excited to see that you can offer them an opportunity to maintain their good memories with the ultimate endorser, a shirt. And of course, this helps your restaurant stand out from the rest. Branding with retail apparel applies for all restaurants from burger joints to 5-star establishments.

Apparel doesn’t have a limited shelf life and can bring in extra profits, with selling margins of 40-70%.  Selling 5-15 shirts per day can add an extra $100 per day of revenue. If organized well, this can be handled by the main cashier and possibly the seating staff.

And don’t forget your staff

Your largest market for retail apparel may very well be your staff.  They are your best advertisers for your shirts and the ones who will most likely be wearing them on a daily basis. Restaurants have different policies on dress codes. Where restaurants allow staff to wear retail items during work, guests will have an opportunity to have a dialog with the staff about the apparel. In addition, the staff may just have a little more fun at work wearing some real cool stuff!

Contact: Steve Burnett, President

Pineapple Printz

1050 Bishop Street, #365

Honolulu, HI 96813

(808) 683-6119


Related Posts

November 2022 Vice Chairman’s Message

November 2022 Vice Chairman’s Message

For all restaurants, it has been a rocky nearly three years of sailing in the dark COVID ocean. Fortunately, we are close to getting out of it. This pandemic has brought us separation, grief, and financial despair. But Hawaii is strong, we see examples of courage,...

Honolulu Outdoor Dining Program

Honolulu Outdoor Dining Program

In a move to support our local restaurants as we continue down the long road to economic recovery, the City and County of Honolulu has put the City's previously temporary sidewalk dining program into law in Ord. 22-19 (Bill 27 (2022), CD2), which is the City's outdoor...

September 2022 Executive Director’s Message

September 2022 Executive Director’s Message

I would like to take this moment to share with you, our valued members, all the activities the Hawaii Restaurant Association has been working on for October 2022.  To assist our member’s businesses in staffing up for the holidays, HRA has organized a FREE Hiring Event...