In Gardena, California, at a Skechers store, customers can do more than just purchase shoes; they can also enjoy a burger and fries, marking another example of a non-food company venturing into the restaurant business to enhance brand loyalty.
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GLOIn Gardena, California, at a Skechers store, customers can do more than just purchase shoes; they can also enjoy a burger and fries, marking another example of a non-food company venturing into the restaurant business to enhance brand loyalty.
Skechers’ “Food Spot” quietly opened its doors back in May, as reported by Eater. This eatery, resembling a typical Costco food court, offers a diverse menu of affordable items separate from the shoe store. The menu features Nathan’s hot dogs, chicken sandwiches, burgers, salads, pizzas, fries, desserts, and soft drinks.
Skechers CEO Michael Greenberg shared, “Years ago, we had the idea of having a food concession. I envisioned making shoe shopping a family outing.”
Reviews for the eatery have generally been positive, with a 4.3-star rating on Google and a 4.2-star rating on Yelp. Greenberg also mentioned that the Food Spot has exceeded their expectations.
Interestingly, this isn’t Skechers’ first venture into the food business. A three-year-old Instagram post shows the opening of a Skechers Cafe in Moreno Valley, California, and a Yelp page for a Skechers Cafe in the same area reveals reviews dating back to 2017. The cafe offers hot dogs and fries and an expanded menu featuring pasta bowls, tacos, various sandwiches, and tea and coffee beverages.
In recent years, non-food companies have been opening restaurants or pop-up dining experiences as a means to establish a more direct and immersive connection with their customers. Just recently, Nissin Foods, the maker of Cup Noodles, announced the launch of pop-up brewery bars in Los Angeles and Dallas, pairing their ramen products with beer.
Streaming giant Netflix also joined the trend by introducing its Netflix Bites pop-up restaurant in Los Angeles, offering meals from celebrity chefs featured in their streaming content.
Mattel embraced the enthusiasm for the Barbie brand with its pop-up Malibu Barbie Café, which opened in Chicago in June and New York in May, with both locations extending their runs due to popular demand.
Dating app Bumble even tried its hand at the restaurant business by opening Bumble Brew, a café and wine bar in 2021, although it later closed in 2022 due to a burst pipe.
Ralph Lauren’s Ralph’s Coffee café chain has successfully embodied the clothing brand’s ethos, boasting 16 locations across five states and offering a range of branded products available for online ordering.
Japan has been a leader in the branded restaurant space, hosting numerous branded pop-up and permanent cafes each year, featuring themes like Winnie the Pooh, Halloween-themed Hello Kitty buffets, and cafes inspired by video games such as Final Fantasy.
