Dallas-based fast food chain Velvet Taco has launched a new clothing and accessories line which the brand announced on Monday. The line will be available exclusively on the channel’s new website, velvet merchantand follows news that the emerging concept will launch its first-ever loyalty app called The Velvet Room.
“We love creating rolling billboards,” said Cassie Cooper, marketing director of Velvet Taco. “It’s not about a new revenue stream, it’s really about helping to create experiences and making sure our customers can walk away feeling like they’re part of something bigger. deeper than a simple taco.”
Cooper said after 11 years, the chain decided it was the right time to give customers what they were asking for and open a merchandise store to allow Velvet Taco apparel and accessories to be shipped across the country. country to eager fans.
“We receive the request [for merchandise] probably once or twice a week and that’s pretty substantial for a restaurant brand,” Cooper said. “So when they leave the four walls of our restaurant, we want to make sure they have something they remember about us.”
The launch, which follows the loyalty app developed in collaboration with Thanx, was not accidental. In fact, now that the chain has access to customer data, it plans to use it to increase its store footprint and reward loyal customers.
“It made a lot of sense now that we have this experiential loyalty program to layer into a product line to help surprise and delight [customers]“, said Cooper.
The plan is to launch seasonal products and add many new apparel or homewares as the line matures, as well as trending items, according to Cooper.
“We try to put a taco in the palm and/or back of our consumers in every way possible,” she said.
The initial line of merchandise consists mainly of t-shirts with Velvet Taco expressions, as well as stickers, pens, mugs, a backpack, a tumbler and a sweatshirt – the “high demand” items as Cooper calls them.
Prices range from $1.50 for the beanies to $59 for the sweatshirt.
“I wanted to make sure we had a good reading and a pulse on demand before we did anything,” she said.