Why brand merch is your next best way to drive sales

Take-Away with Sam Oches

Nation's Restaurant News

Business, Entrepreneurship

2.5 • 15 Ratings

🗓️ 28 September 2023

⏱️ 56 minutes

🔗️ Recording | iTunes | RSS

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Summary

In this episode of Take-Away with Sam Oches, Sam talks with Scott Snyder, the CEO of Bad Ass Coffee of Hawaii. This 32-unit chain has been around since 1989, but Scott was part of a group that bought it in 2019 and has spent the past four years figuring out how Bad Ass Coffee can embrace its quirky and evocative branding and deliver the experience of “aloha” to its guests in and out of its shops. A big piece of this puzzle is Bad Ass Coffee’s omnichannel sales strategy that sees it investing in retail and merchandise, and Scott joined the podcast to talk about how shirts, hats and mugs adorned with the concept’s winking donkey logo have become as critical to the Bad Ass Coffee experience as its products and its store design.

In this conversation, you’ll find out why:

The experience your restaurant provides should be authentic to your brand
There is value in your brand’s “ownable truths”
You should have a consistent interpretation of your brand
Merchandise is an underrated way to drive sales without increasing labor
Merch can help you link experiences to the brand
An e-commerce strategy can help drive customers to stores from day one

Have feedback or ideas for Take-Away? Email Sam at [email protected].

Transcript

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0:00.0	Hey there, welcome to Takeaway with Sam Ocas, a podcast from Nation's Restaurant News.
0:07.2	I am Sam Ocas, editor-in-chief here at NRN, and this is the show where I give you an all-access pass to the restaurant industry's most influential decision-makers.
0:16.1	This week, I'm talking with Scott Snyder, the CEO of Badass Coffee of Hawaii.
0:21.7	This 32-unit chain has been around since 1989, but Scott was part of a group that acquired
0:28.3	it back in 2019, and they've spent the last four years figuring out how badass coffee
0:33.9	can embrace its quirky and evocative branding and deliver the experience of
0:39.1	Aloha to its guests in and out of its shops.
0:42.9	A big piece of that puzzle is Badass Coffee's Omni Channel sales strategy that sees it investing
0:49.1	in retail and merchandise.
0:51.7	And Scott joined the podcast to talk about how shirts, hats, and coffee
0:55.9	mugs adorned with the brand's Winking Donkey logo have become critical as critical to
1:02.8	badass coffee's experience as its product and its store design. In this conversation,
1:08.9	you'll learn more about why the experience your restaurant
1:11.5	provides should be authentic to your brand, how merchandise is an underrated way to drive sales
1:17.8	without increasing labor, and how an e-commerce strategy can help bring your customers into
1:23.4	the stores from day one. Jumping now into my interview with Scott Snyder, the CEO of Badass Coffee of Hawaii.
1:31.8	Also, don't forget to stick around after my interview as I will share my six takeaways from
1:36.3	this discussion, actionable insights that you can take with you on the go.
1:46.2	CEO of Badass Coffee of Hawaii.
1:49.0	Scott, good morning.
1:49.9	Thanks for joining the podcast today.
1:51.5	Aloha, Sam.
	...

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