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If you work in an office, chances are good that you’re familiar with the “slop bowl,” TikTok’s term for the ubiquitous lunch of nine-to-fivers that involves a bunch of ingredients mixed together with a base of salad or rice. Now, Cava, the fast-casual Mediterranean-inspired restaurant chain, is introducing its first-ever merch line that pays homage to its fans’ most beloved slop bowl ingredients. The collection is set to debut on the Cava Shop on Thursday, November 13. It includes a hat emblazoned with the word “Feta,” which, according to a press release, is “a staple for the MILF (Man, I Love Feta, of course) crew”; a T-shirt that doubles as an ode to Cava’s extra pickled onions; and a vacation tote that’s inspired by the chain’s hot harissa vinaigrette. Subscribe to the Daily newsletter.Fast Company's trending stories delivered to you every day Privacy Policy | Fast Company Newsletters Prices range from $25 to $75. Cava is far from the first fast-casual restaurant to offer merch, and it’s not even the first within the subcategory of upscale salad-slash-slop bowl purveyors. In recent months, other brands—like Sweetgreen and Panera—have used clever merch launches to both cultivate a lifestyle brand aesthetic and to score some extra visibility on social media, especially as lower spending power and high living costs draw young consumers away from their favorite slop bowl haunts. Why does every salad shop have merch now? In recent years, some fast-casual restaurants have been increasingly focused on expanding beyond just food to become known as lifestyle brands, or brands that project a certain aesthetic and status through their offerings. Case in point: Sweetgreen’s loyalty program, which gives customers early access to merch drops on clothing like a crewneck that simply reads “Salad!”, or Erewhon’s $335 monochrome track suit. Beyond giving a brand a certain cool factor, creative merch drops can also serve as excellent fodder for social media engagement—something Panera discovered with its viral BAGuette bag, which sold out twice in a row after going viral on TikTok. According to Andy Rebhun, Cava’s chief marketing and experience officer, fans of the brand have been asking for merch for years—but this launch “makes perfect sense” for where the industry is today. “Food brands, especially those in the fast-casual space, have evolved far beyond being just a place to eat,” he says. “They’ve become part of people’s daily rituals, their culture, and even their identity. For many guests, the bowl they build is a reflection of their taste, their lifestyle, and what they value, and now they can wear that connection, too.” Cava’s new collection balances trendiness with a dash of humor that feels especially designed to appeal to the young, social media savvy crowd. Each piece is made in a desirable silhouette—like a retro-inspired crewneck—but with a silly element, like the word “Skhug” (for one of Cava’s popular sauces) added on top. advertisement “We wanted to maintain the authenticity of what makes Cava unique (the flavor elements and the playful nature) while designing pieces that people will actually want to wear in their everyday lives, whether that’s lounging at home, running errands, or traveling,” Rebhun explains, adding that the brand’s playful personality shines through in the line. “We lean into the natural zeitgeist around our brand with phrases like ‘Extra Pickled Onions’ and our ‘MILF Crew – Man, I Love FETA’ callout, but the designs come through feeling clever, not gimmicky.” Fast-casual restaurants face declining sales among young people Cava’s new merch shop comes at a tricky moment for fast-casual “slop bowl” purveyors. On an October 29 earnings call, Scott Boatwright, CEO of Chipotle Mexican Grill, said that customers aged 25 to 35 are visiting the chain less as they face “unemployment, increased student loan repayment, and slower real wage growth.” And on November 4, Cava Group cut its full-year forecast for the second quarter in a row. It cited 15% fewer visits from the 25- to 35-year-old group, which makes up 30% of its total consumer base, as one reason behind the decision. Cava’s revenue in the third quarter was up 20% compared to the same period last year, but its stock (NYSE: CAVA) is currently down almost 67% year-over-year. At the same time, Chipotle stock (NYSE: CMG) is also down almost 49%, while Sweetgreen is down more than 86%. “When you look at different age demographics of fast-casual, the 25- to 34-year-old consumer seems to be impacted a bit more than others,” Cava CFO Tricia Tolivar told CNBC in an interview. “Fast casual tends to have a higher concentration of those consumers within their guest portfolio.” Gen Zers and millennials may be cutting out their daily slop bowl, but with Cava’s new merch launch, at least they can literally wear their love of feta on their sleeves.
