Marketing
How to Leverage Brands and Partnerships to Drive Trial and Loyalty
12/20/2024
At the 2024 National Restaurant Association Show in Chicago, Mike’s Hot Honey booth showcased its capabilities for foodservice operators. Contemporary hip-hop served as the soundtrack as the brand known for infusing honey with chili peppers demonstrated unique ways to use the product line. Visitors to the booth sampled a spicy watermelon margarita, plus Utz potato chips and crackers enhanced by the extra hot version of the honey.
Over the past few years, Mike’s Hot Honey has seen a boom in business, partnering with the likes of Dunkin’ Donuts, Just Salad, JetBlue, Paulie Gee’s, Lou Malnati’s, Roy Rogers Restaurants and many others for collaborations on sandwiches, desserts, pizza and more. Mike’s, in fact, is the second fastest growing savory brand in U.S. restaurants; Impossible Sausage ranks at number one, according to Datassential. The top market researcher reported that over the past four years, Mike’s has grown 260% (9% year to year), while Impossible Sausage has increased 567% (while decreasing -9% yy).1
Incorporating popular, intriguing and/or craveable retail brands into menu offerings is a win-win for operators and CPG brands that typically fight for their share of consumers’ food experiences. It’s a strategy that isn’t new by any means, yet perfect collaborations may dramatically affect consumers’ sentiment about operations.
For example, Coca-Cola is the most commonly specified brand at restaurants, Datassential said, reporting that the “proof is in consumers’ beverage preferences.”¹ Nevertheless, when Wisconsin-based burger chain Culver’s announced that it was switching from Pepsi to Coke products, there was an immediate uproar among Pepsi fans.“I enjoy going to Culver’s. The people and food are great. But I avoided other fast-food restaurants because they had Coke products. Now you’re going to be like them,” one customer lamented on Facebook. “You had the best Pepsi on tap. Now I have to search for another restaurant that has Pepsi.”
It's not always global brand collaborations that attract the most attention from consumers. These pairings may range in what they look like depending on the operation. For instance, some owners find success partnering with local breweries or wineries, suppliers or local chefs for limited-time offerings (LTOs) or special events.
Some turn the occasion into a memorable experience such as what Erick Williams, operator/owner/chef of Daisy’s Po-Boys and Tavern in Chicago, did with the restaurant’s signature sandwich in 2024. He held a special monthly series with local high-profile chefs/operators putting their spin on the po-boy. In November, for example, James Beard Award-winning chef Sarah Grueneberg of Monteverde crafted a chicken parmesan po-boy that often sold out during its run. The promotion was a success for both chefs, plus proceeds from each sale benefited Williams’ nonprofit organization, the Virtue Leadership Development Program, which helps emerging chefs and cooks from underserved neighborhoods.
Mile-high partnerships for restaurants
Delta and United Airlines recently launched exclusive partnerships with two well-known New York-based restaurant chains, with both serving a signature dish from each establishment in their first-class cabins.
Delta’s first-class passengers may now order Shake Shack’s cheeseburgers if they’re traveling more than 900 miles on a flight. Stephanie Laster, managing director of onboard services for Delta, explained that the company’s decision to partner with Shake Shack was based on its “iconic cheeseburger recipe” and the brand’s commitment to community.2
“Our partnership with Shake Shack goes beyond the burger,” she said in a press release. “Shake Shack’s people-first culture and commitment to enriching their neighborhoods are spot on with our own brand values of service, excellence and helping the communities we serve.”
Meanwhile, United’s alliance with Magnolia Bakery emerged after the latter’s banana pudding dessert went viral on TikTok in early 2024. First-class United customers traveling more than 901 miles on a flight may be able to enjoy a pre-packaged frozen version of the treat made with inclusions of wafer cookie bits.3
“This is a first-of-its-kind collaboration for Magnolia Bakery, and we could not be more thrilled to be working with United,” Bobbie Lloyd, CEO and chief baking officer at Magnolia Bakery, said in a statement. “Our team worked for three years to develop this new banana pudding and we’re delighted for guests to get a sweet taste of this beloved dessert in the skies.”
Tips on identifying the right partnership opportunity
Williams, Grueneberg, Lloyd and other operators across the country often team up with breweries, wineries, farmers and others for special dinners that are of much interest for diners. Here are some tips to identifying the right partnership opportunities and some additional examples of effective collaborations to spark inspiration.
Brewery and winery collaborations
Whether it’s a local or emerging brewery or well-known winery, teaming up with one of these brands is an opportunity for consumers to get to know more about them as well as how to best pair their products with your food. It’s common for the brand rep and chef to team up on a multi-course menu that showcases the beverages and dishes equally. Additionally, it’s always a boost when there is a charity angle attached to such an event.
Farmer collaborations
It’s always nice to visit farmers’ markets, but it’s better when the farmer brings the market to you—and your guests. A multi-course dinner featuring seasonal ingredients straight from the farm always goes over well with diners. What ups the game is when the farmer is in-house telling stories about the harvest, unique ingredients and how to best prepare them (and preserve them!) at home. This could be another fundraiser for a local farmer; they’re always appreciative of help, particularly if there’s a difficult harvest.
LTO menu ideas
Collaborating with suppliers like Simplot for unique LTOs is always intriguing for guests because they don’t want to feel like they missed out on something special. For example, there are a host of ideas that may be used to boost brunch or lunch like flavored avocado spreads or concepts from Maple City® Simplot’s waffle-flavored potatoes. An LTO for lunch could include the specialty, Bourbon Maple BBQ Burnt Ends, or the shareable Avocado Toast Board for brunch.
Tourism bureaus
Some of the best PR a restaurant can get is from its local tourism bureau, and this can work in two great ways: A tourism bureau traveling to other cities can take an operation along and showcase that establishment to other markets. Or an operator can team up with the local tourism bureau for special dinners to amplify local ingredients, local dishes, etc. In both cases, that operator acquires exposure to new audiences.
Restaurant takeovers
Emerging and new restaurants, pop-up establishments and food truck operators may benefit greatly if given the opportunity to “take over” a restaurant for an evening. It also gives that establishment “street cred” for allowing one of the more innovative brands a shot at the big time. Again, it’s a win-win situation, and if it’s extremely successful, the smaller establishment should be given a chance to have an LTO on the menu. Two audiences will merge, bringing new business to both operators.
