Dunkin' Is Jumping on the Branded Merch Trend With Holiday Pop-Up Shop

Dunkin' is the latest in a long line of major QSR franchisors slowly veering toward becoming a lifestyle brand. With the hope of turning customers into walking billboards, brands across the board are putting out their own lines of branded merch. 

Today, Dunkin' has launched its first online pop-up shop for the holidays—the Dunkin' Shop. There is also a promotional campaign supporting the launch that features Dunkin' fans like singer/songwriter Andy Grammer, as well as newlyweds Jared Haibon and Ashley Iaconetti from the TV show "Bachelor Nation."

The Dunkin' Shop is full of limited-edition branded products for every Dunkin’ lover, including a custom guitar, holiday sweater, one-piece pajamas, a fanny pack, scarf and gloves sets, a metal lunch box, holiday hair ties, a phone case with floating donuts and glitter, wrapping paper, pint glasses and a dog bandana. A few items have already sold out, including joggers and the bandana.

Within the QSR segment, branded merch has become a proven way to drive excitement with younger consumers and add a layer of exclusivity. Chili’s recently unveiled a custom doormat with the customer's name, a wooden TV tray, a baby back ribs-scented candle to "make your whole house smell more like a Chili's," a chip clip and a trivia card game. KFC has experimented with limited-edition Colonel Sanders vinyl figures, scented merch and has also dropped a clothing line or two.

Earlier this year, McDonald's also promoted its delivery offering and Uber Eats partnership with a loungewear giveaway. The promotion featured a "McDelivery Night In" line of apparel and accessories including slippers, fuzzy socks, hair scrunchies, T-shirts, sweatshirts and fleece shorts.

In June, Dunkin' hosted a physical pop-up shop in New York City to celebrate the longest day of the year. It featured a "human charger" box with a can of Dunkin's Shot in the Dark coffee and espresso drink, a reusable straw that is called "a human charging accessory" and a tongue-in-cheek user guide.

If a Dunkin’ fanny pack is an item that has always been on your holiday wishlist, it looks like this is your lucky year.