Dive Brief:
- Royal Farms has unveiled its fall 2023 merchandise line, which will be available on Sept. 1, according to a Monday press release.
- The new items include Royal Farms-branded baseball caps and beanies, “I Love RoFo” hoodies and a keychain shaped like a chicken drumstick.
- This expands Royal Farms’ merchandise line, which also includes exclusive items in celebration of the retailer’s summer Chickenpalooza event. Royal Farms joins convenience retailers such as 7-Eleven, Wawa and others that have recently launched branded merchandise.
Dive Insight:
The new items not only join Chickenpalooza clothes, towels and bumper stickers, but also Royal Farms-branded cups, shirts and more. Many of the items feature images of the chain’s signature fried chicken.
“Royal Farms loves seeing our RoFo Fans represent. We are thrilled to release our Fall 2023 merch for all to enjoy,” said Aliyah Atayee, Royal Farms’ public relations manager, in the press release.
Customers who buy any of the items and tag Royal Farms on social media with pictures may be featured on the company’s accounts, she added.
This merchandise can be bought from the company’s website.
Branded merchandise is becoming an increasingly prominent part of how retailers set themselves apart and seek to capitalize on committed consumers.
“The thing about loyalty is sometimes your loyal customers just want more of your brand,” Frank Beard, head of marketing for Rovertown, observed in a column on marketing and merchandise.
7-Eleven launched its online store, 7Collection, a year ago, and has released regular updates to the catalog since then. New lines included birthday and holiday gear, as well as various golf-themed items.
Kum & Go offers an array of merchandise, such as limited-edition sneakers, while Stewart’s Shops has offered branded pet accessories, shirts and ice cream koozies for its signature pints.
Baltimore-based Royal Farms operates nearly 300 convenience stores in Maryland, Delaware, Pennsylvania, New Jersey, Virginia, West Virginia and North Carolina.
