Merch with a Mission: Creating Brand Ambassadors | Modern Re…

“Merchandise is more than just a revenue stream — it’s a way to deepen the connection with your customers and expand your brand’s reach.”

That’s what Jason Cortellesso, Partner & Creative Director at Sport & Leisure, told Modern Restaurant Management (MRM) magazine when discussing the merch program at his latest estabilshment in East Greenwich, Rhode Island that is seeing people to line up before they open on drop days to get their hands on the items.

It’s not just the merch on the menu that is driving traffic to the brand with a misison to create spaces that blend sports and leisure and offer innovative cocktails, next-level architecture and high-end designer decor with elevated bar bites, retro games, and exclusive event nights.

Here’s some of Cortellesso’s advice to other restaurant and bar operators on effective merch selections, brand alignment, staff engagement, collabs, promotion, and more. 

Where did the idea to include a dedicated merch program originate?

The idea for a dedicated merch program originated from my belief that a brand isn’t just a physical space or a menu—it’s a lifestyle. Sport & Leisure is more than a bar; it’s a culture that people want to be part of, even when they’re not at the venue. Merchandise became a natural extension of this vision, offering customers a way to carry the brand with them and become ambassadors for the experience. Seeing the demand for stylish and high-quality merch among patrons, I realized it could be a significant part of the brand’s identity and reach.

How do you select merch that’s a fit for the brand? Please give some examples.

Merch selection is all about aligning with the brand’s aesthetic and values. For Sport & Leisure, I focused on items that combine functionality with the brand’s retro-futuristic and organic design ethos. For instance:

• Apparel: T-shirts and hoodies with clean, bold designs that reflect our logo and color palette, while incorporating current and retro pop culture. Creating pieces that look great in a casual or nightlife setting.

• Accessories: Hats, tote bags, and fun foam fingers that resonate with our audience and extend the bar’s social vibe.

• Unique Items: We are BIG on Limited-edition collaborations, such as vintage-inspired jackets and other keepsakes, adding exclusivity and appeal.

Each item is curated to ensure it feels authentic to the brand and provides real value to customers.

What is the time from idea to when the items are available?

I really like to move quickly and strike while the iron is hot. The time varies based on the complexity of the design and production logistics. But for simpler items like t-shirts or hats, it can be as quick as 1-2 weeks from concept to availability. For more intricate or custom items, such as a limited-edition cut & sewn jacket or product, the timeline might extend to 4–6 weeks. Building strong relationships with reliable vendors has been key to streamlining the process.

How do you market new merch availability?

Marketing new merch is all about leveraging the community and creating buzz:

• In-Venue Displays: Eye-catching displays in high-traffic areas of the bar to immediately catch patrons’ attention. BUT most importantly I put it on all staff! Usually for a week before we release it I have them wearing it to build it up!

• Social Media Campaigns: Posts and stories featuring the merch, styled in real-world settings, paired with teasers leading up to the launch.

• Special Events: Launch parties or exclusive release nights to create excitement and exclusivity around new drops.

• Partnerships: Collaborating with influencers or loyal patrons to showcase merch in organic and engaging ways.

What lessons have you learned along the way?

• Authenticity Matters: Merchandise needs to reflect the brand’s identity; anything generic or off-brand won’t resonate. I have had some ideas I look back at that never left my laptop and I am happy they didn’t LOL. I will wait months in between drops if I don’t love anything I am coming up with. I won’t force anything. 

• Start Small and Scale: Beginning with a limited number of high-quality items allowed me to test what worked before expanding. I always print about 4-5 physical shirts to put on staff to test if customers ask about them before sending a big order to print.

• Customer Feedback Is Key: Engaging with patrons to understand what they love and what they want helps refine the offerings.

• Inventory Management: Finding the right balance to avoid overproduction or stockouts has been a crucial learning curve. So everything is extremely limited. Only 150 of each shirt to create urgency. Sometimes I will even just post a mockup and take orders in before sending to print to avoid overproduction.

What advice would you give to other restaurateurs who are considering a merchandising effort?

• Know Your Brand: Your merch should feel like an extension of your venue. Invest in designs and items that speak to your audience.

• Quality Over Quantity: It’s better to have a smaller selection of high-quality items than a wide range of mediocre ones.

• Test Before You Scale: Start with a few key pieces to gauge interest before expanding your lineup. Print an idea onto a couple of shirts for staff and see if customers ask about them.

• Engage Your Customers: Use social media and in-person feedback to involve your audience in the process. Let them feel like they’re part of the brand’s evolution.

• Leverage Exclusivity: Limited-edition items or seasonal drops can drive excitement and urgency to purchase.