Custom Restaurant Merchandise: How Mid Atlantic Used Merch to Promote their Brand

Custom restaurant merchandise has evolved far beyond simple logo t-shirts. Smart restaurant owners are discovering that the line between staff uniforms and customer merchandise doesn't have to be rigid. When Mid Atlantic Seafood, a beloved Philadelphia seafood market and restaurant, needed new staff uniforms, they saw an opportunity to create something that would work double duty: professional apparel for their team and desirable merchandise for their loyal customers.

The result? Six hundred custom tees that transformed how Mid Atlantic Seafood approached both team branding and customer engagement. Working with our screen printing team at Tee Vision Printing, they created designs that employees were proud to wear and customers actively wanted to buy.

The Challenge: Uniforms That Work Harder

Mid Atlantic Seafood faced a common restaurant dilemma. Their staff needed professional, cohesive uniforms that would withstand the demands of a busy seafood market and restaurant environment. But they also recognized that their brand had developed a strong local following. Customers regularly asked if they sold branded apparel, creating an untapped revenue opportunity.

Traditional thinking would suggest creating two separate product lines: basic uniforms for staff and premium merchandise for customers. But Mid Atlantic took a different approach. They asked: what if we created custom restaurant merch that was high-quality enough for customers to want to buy, yet practical enough for daily staff use?

This dual-purpose strategy required careful planning. The designs needed to look professional on employees during work hours while also appealing to customers as standalone fashion pieces. The quality had to withstand commercial laundering while feeling premium enough to justify a retail price point.

Designing Merchandise That Does Double Duty

The design process focused on creating apparel that employees would actually enjoy wearing, not just tolerate as part of their job. Working with our design team, Mid Atlantic developed concepts that balanced professional functionality with contemporary style.

The primary design featured Mid Atlantic Seafood's logo alongside nautical elements that nodded to their seafood specialty without feeling too literal or corporate. Clean typography and a thoughtful color palette made the designs feel wearable rather than purely utilitarian.

The team chose versatile pieces like classic crew neck t-shirts and comfortable hoodies. This versatility was key. Staff could wear them with pride during shifts, and customers could incorporate them into their everyday wardroads. The designs avoided that heavy-handed "uniform" aesthetic that often makes staff apparel unwearable outside of work.

Quality Production for Dual Purpose

Creating merchandise that serves both as staff uniforms and customer products requires uncompromising quality standards. Mid Atlantic chose premium blank shirts that could withstand restaurant work while maintaining their shape through countless washes.

For printing, searching for screen printing led them to Tee Vision Printing. Screen printing proved essential for this dual-purpose approach. The prints needed to survive commercial laundering cycles while still looking fresh for retail sale. Plastisol ink created bold, opaque prints that maintained vibrancy even after dozens of washes.

The production timeline allowed for proper quality control. Each batch was inspected to ensure print quality, color accuracy, and proper placement. This attention to detail matters when you're creating custom restaurant merchandise that represents your brand both internally and externally.

Choosing the Right Materials

We selected Bella + Canvas Jersey Tees (3001C) for this project. These premium blanks excel because they are soft, lightweight fabric keeps staff comfortable during long shifts. The shape and color retention through repeated commercial washing and lastly, because they provide a professional appearance that appeals to customers as casual wear. For the staff versions, we used high-density screen printing to create durable, bold designs. For customer merchandise, we added a puff-print effect to create a higher texture and perceived value.

When Mid Atlantic Seafood's order arrived, we included premium Independent Trading Co. hoodies (IND4000) and Gildan Long Sleeve Cotton T-Shirts (G540) as a gesture of appreciation. These bonus items provided additional uniform options for cooler weather. This reflects our philosophy: the best printing partners don't just produce apparel, we build long-term relationships that support your brand growth.

The Six Hundred Shirt Strategy

Mid Atlantic's order of six hundred shirts was strategically divided: approximately two hundred for staff uniforms and four hundred for retail inventory. This volume allowed them to achieve better per-unit pricing while ensuring sufficient stock for both purposes.

The bulk order pricing made high-quality shirts affordable even for staff uniform purposes. The retail inventory created a new revenue stream that could offset or even exceed the initial uniform investment. Most importantly, having staff and customers wearing the same designs created a sense of community and shared identity around the brand.

The volume also provided flexibility. As staff needs changed with new hires, they could pull from retail inventory. If certain styles sold particularly well at retail, they could adjust future orders based on real sales data.

The Business Case for Dual-Purpose Apparel

From a business perspective, creating custom restaurant merchandise that doubles as staff uniforms makes compelling financial sense. The retail sales create direct revenue that can offset uniform costs. Mid Atlantic's four hundred retail units generated significant income beyond their initial investment.

The marketing value of having staff and customers wearing your brand creates impressions that would cost substantially more through traditional advertising. Staff morale benefits from quality uniforms employees actually want to wear. The inventory flexibility reduces waste and improves cash flow management.

Best Practices and Lessons Learned

Start with quality.

Cutting corners undermines the dual-purpose concept. Customers won't buy inferior products, and staff won't take pride in cheap uniforms.

Design matters.

Invest time in creating designs that genuinely appeal to your customers. If you wouldn't wear it yourself outside of work, your customers won't buy it.

Volume creates opportunity.

Larger orders achieve better pricing while providing inventory flexibility. Partner with experienced screen printing professionals who understand both uniform and retail requirements.

Price appropriately.

Don't undersell quality products. Customers understand value and will pay fair prices for items they genuinely want.

Ready to Transform Your Restaurant Apparel?

Mid Atlantic Seafood's six hundred shirt success story demonstrates what's possible when you rethink traditional approaches to uniforms and merchandise. By creating custom restaurant merchandise that works equally well for staff and customers, they turned a necessary expense into a revenue generator while strengthening their brand.

Whether you're a seafood market, pizza restaurant, coffee shop, or any other food service business, the principles apply. Quality design, premium production, and strategic execution can transform how you approach both staff uniforms and customer merchandise.

Ready to create your own dual-purpose apparel strategy? Visit Tee Vision or contact our team to discuss how small batch custom t shirts can work harder for your restaurant.

Frequently Asked Questions

How much does custom restaurant merchandise cost compared to basic uniforms?

Quality custom restaurant merchandise typically costs $12-18 per shirt for bulk orders of 100+, which is only slightly more than basic uniforms. When these shirts double as retail products, the investment can generate positive ROI through sales. Premium blanks and durable screen printing ensure longevity that justifies the modest price increase.

Can the same shirts really work for both staff uniforms and customer merchandise?

Absolutely. The key is choosing designs that work in both contexts and using quality materials that justify retail pricing. Mid Atlantic Seafood proved this with 600 shirts split between staff and retail use. Focus on contemporary designs that staff would wear off-duty and customers would choose for casual wear.

What minimum order quantity do I need for dual-purpose restaurant apparel?

Most screen printing shops can accommodate orders starting around 50-100 pieces for custom restaurant merchandise. However, larger quantities (200-500+) achieve better per-unit pricing and provide flexibility in splitting inventory between staff and retail use.

How do I price merchandise that's the same as staff uniforms?

Price based on quality and market rates for premium printed apparel, typically $20-35 retail. Don't discount because staff also wear them. Position the dual-purpose nature as a benefit: proven durability and same quality as staff uniforms.