Cava's Fun Merch: More Than Just Food

Celebrating the "Slop Bowl" Culture

Cava, a Mediterranean-inspired fast-casual restaurant, has just launched its first-ever merchandise line. This isn't just any merch; it's a celebration of the beloved "slop bowl," a term popularized by TikTok for the mixed lunch bowls many office workers enjoy.

The Collection

The collection, which hits the Cava Shop on November 13, includes:

• A hat with the word "Feta" for the "MILF" crew (Man, I Love Feta)
• A T-shirt dedicated to extra pickled onions
• A vacation tote inspired by hot harissa vinaigrette

Prices range from $25 to $75.

The Trend

This move isn't unique. Other fast-casual restaurants like Sweetgreen and Panera have also jumped on the merch bandwagon. They're not just selling food anymore; they're selling a lifestyle. Think Sweetgreen's "Salad!" crewneck or Erewhon's $335 track suit. It's all about creating a brand that resonates with people's daily lives and identities.

Target Audience

Cava's merch is designed to appeal to the young, social media-savvy crowd. It's trendy yet humorous, with designs like a retro crewneck featuring the word "Skhug," one of Cava's popular sauces. The brand aims to capture the essence of Cava's flavor elements and playful nature in pieces that people will want to wear every day.

The Challenge

But why the sudden focus on merch? Fast-casual restaurants are facing a tough time. Young people, aged 25 to 35, are visiting these places less due to financial struggles. Cava's revenue is up, but its stock is down nearly 67% year-over-year. Chipotle and Sweetgreen are also feeling the pinch.

So, while young people might be cutting back on their daily slop bowls, they can still show their love for feta and other Cava favorites through merch.