Hooters 'Wing Collection' Plays the E-Commerce Branding Hits

By Brendan Menapace

Right now, there’s a wave of fast food and chain restaurants reinforcing their branded merchandise output. Within that, there are a few trends that we’ve seen almost across the board—things like apparel choices, design elements and semi-ironic products.

On one hand, it’s great that restaurants are turning toward promotional marketing as a revenue stream and means of brand awareness. And it’s even better that they’re doing some creative things with their brand image and logo.

But, after a certain point, seeing the same tricks over and over becomes kind of cliche, and you start to see diminishing returns.

Hooters just released a new line of merchandise called the “Wing Collection,” centered around its staple menu item. The line includes apparel items and accessories, including a 25-inch pillow shaped like a chicken wing.

A little while ago, that would’ve been nearly unheard of. But, if you remember the McDonald’s giant McNugget pillow, it doesn’t feel so revolutionary.

The collection also includes swim trunks, bucket hats, a bikini and socks, all with all-over print designs playing into the chicken wing and beer theme. All of these are very trendy, with so many things referencing '90s and '00s fashion. And since others have done it, it's a safe choice to make. But, they're beginning to feel a little played-out.

The only thing missing is an ugly sweater.

That all-over print design, too, is heavily used these days. We just wrote a bout DiGiorno over-using that in a recent (and similar) branded merchandise drop.

This collection has all of the makings of a modern promotional drop for a business—busy prints, pillows or other sleep-related items shaped like a product, even the idea of naming the collection to replicate an exclusive streetwear drop.

Again—it’s great to see more restaurants turning to promotional items like this. Obviously, they think they’ll resonate with customers and provide long-lasting logo visibility. But, with so many of them doing such similar things, it might be time for someone to shake things up again and start new trends.

Pizza and chicken wing pillows are fun, but can they stay cool forever?