Revitalizing a brand through Merch
In 2020, I had the idea to bring eegee’s cult-like following to life in a whole new way through merchandise. The brand had never ventured into merch before, and I saw a clear opportunity to extend its presence beyond the restaurant and into our customers’ daily lives. From concept to execution, I led every step: designing the website, curating product designs that tapped into our nostalgic, offbeat brand identity, overseeing orders, capturing product photography, and launching all marketing efforts. What started as a passion project quickly turned into a powerful revenue stream and brand amplifier.
The response was immediate, our first drop sold out within the hour. Since then, the merch program has generated over $60,000 in profit, establishing a new arm of the business and deepening our connection with fans. Employees proudly wore the gear, customers lined up for new drops, and social media lit up every time we launched a collection. This initiative not only created buzz but also positioned eegee’s as more than a food brand; it became a lifestyle. By transforming loyal customers into walking brand ambassadors, we turned everyday moments into marketing touchpoints and proved the power of merch to revolutionize brand engagement.
Stickers for the win…
In 2020, during a time when our dining rooms were shut down and foot traffic was uncertain, I launched a simple but powerful idea: monthly eegee’s stickers. The goal was to create something small that would drive big excitement, and it worked. Our first drop in July 2020 caused a line to wrap around the drive-thru, and sales jumped 22% year-over-year. What started as a way to attract drive-thru customers during the pandemic quickly became a monthly tradition and a core part of the eegee’s experience.
Since then, the stickers have become a cultural moment every month. We've collaborated with local artists, brands, and even our own customers to design new releases, turning a piece of branded merch into something people collect, share, and talk about. Today, the question we hear most is, “What’s the next sticker design?” It’s one of my proudest achievements because these stickers didn’t just boost sales, they built community, sparked creativity, and became one of the brand’s most beloved and effective marketing tools.
