Restaurant Licensing: Expanding Your Brand’s Reach and Revenue

Brand extension is a way for restaurants to stay relevant, innovative and engage with consumers where they are. This desire is fueling a surge in food and beverage brand partnerships and collaborations. For a deeper dive, Modern Restaurant Management (MRM) magazine reached out for insights from Frances Alvarez, Senior Vice President of Brand Management at Beanstalk, a global brand extension licensing agency operating in the F&B space. She is an expert in creating brand narratives and helping  legacy and emerging brands expand through strategic licensing partnerships.

What current retail trends are influencing licensing strategies in the F&B industry?

Consumers are increasingly looking for convenience, ingredient transparency, nostalgia, and brand familiarity, particularly in food and beverage categories. This shift has led food licensing strategies to focus on formats that provide ease and portability, such as frozen, shelf-stable, and grab-and-go options. Retailers are also embracing limited-time offers and seasonal innovations to drive traffic and create a sense of urgency. There is a high demand for clean-label products that contain simple, recognizable ingredients, prompting licensing strategies to adapt accordingly. It is no longer sufficient to simply offer a fun, familiar flavor; brands must also prioritize quality and transparency to maintain trust and relevance in the retail market.

Licensing is now not just about distribution, but about brand storytelling at multiple touchpoints, from TikTok-driven product drops to curated placements in grocery stores.

Additionally, the rise of omnichannel shopping and DTC platforms has expanded the way brands can show up in consumers’ lives. Licensing is now not just about distribution, but about brand storytelling at multiple touchpoints, from TikTok-driven product drops to curated placements in grocery stores.

What is driving the surge in F&B brand collaborations and what are some examples?

Cultural relevance is driving the surge, and consumers love it when their favorite brands intersect in unexpected ways. Collaborations offer a way to merge fan bases, create buzz, and break through the clutter in a crowded market. The rise of food as lifestyle content on social media only amplifies this effect. Brand collaborations, whether between two CPG brands or between restaurants and food manufacturers, offer a way to generate excitement, expand reach, and tap into moments in culture, especially when paired with LTOs and social media campaigns. 

Recent collaborations like Wendy’s x Pringles (featuring Pringles flavors like Spicy Chicken and Baconator), Taco Bell’s partnerships with snack brands like Doritos, and Coffee Mate x Dr. Pepper “Dirty Soda” creamer are great examples of brands leveraging flavor equity and cultural relevance to create buzz and trial. These collaborations go beyond novelty, they reinforce brand personality, generate incremental revenue, and drive conversation across retail and digital platforms in ways traditional marketing often can’t.

In what ways are F&B companies increasing brand exposure through new marketing tactics and partnerships?

Food and beverage brands are expanding their presence by blending traditional marketing with strategic partnerships that tap into pop culture, social media, and lifestyle trends. Collaborations with influencers, limited-edition product drops, and interactive campaigns are helping brands break through and engage consumers in fresh, dynamic ways.

Licensing is no longer just a distribution strategy; it is a creative extension of how the brand shows up in consumers’ everyday lives. 

Partnerships across categories are also playing a major role. Whether teaming up with fashion, entertainment, or tech, food companies are finding new platforms to express their brand identity and reach new audiences. Licensing is no longer just a distribution strategy; it is a creative extension of how the brand shows up in consumers’ everyday lives. 

What are some practical examples of how a restaurant could leverage licensing partnerships to grow its brand beyond its physical locations?

Restaurant brands have increasingly embraced licensing to extend their reach into the grocery space and meet consumers where they are. By partnering with CPG companies, restaurants can bring signature flavors and menu-inspired offerings, such as sauces, soups, frozen entrees, or burger patties, to retail shelves. Brands like Panera, PF Chang’s, and Wendy’s have successfully done this, creating products that resonate with fans and serve as powerful reminders between restaurant visits.

These licensed products not only generate incremental revenue but also strengthen emotional connections by allowing customers to enjoy their favorite restaurant experiences at home. Licensing can also help restaurants reach new audiences beyond their geographic footprint, reinforcing brand equity while scaling awareness without new physical locations.  

Beyond just putting a logo on a product, what are some creative or innovative licensing strategies that could genuinely enhance a restaurant's unique identity and customer experience?

The most effective licensing programs go beyond “just” branding on packaging; they bring the spirit of the restaurant into new settings and formats. This could include turning a beloved menu item into a grocery product with exclusive flavors, or licensing signature elements like sauces, spice blends, or desserts that offer fans a taste of the brand experience at home. These touchpoints allow customers to engage with the brand in ways that feel personal and memorable.

The most effective licensing programs go beyond 'just' branding on packaging; they bring the spirit of the restaurant into new settings and formats.

Restaurants can also use licensing to align with cultural moments that reflect their identity. This might include seasonal drops, nostalgic packaging, or lifestyle-based collabs that reinforce the brand’s values and personality. When thoughtfully executed, these strategies deepen emotional loyalty and create new reasons for both loyal fans and new customers to connect with the brand. 

Given the current consumer trends toward authenticity and unique experiences, how can a restaurant ensure that any licensing deals feel genuine to the brand and resonate with existing loyal customers, while also attracting new ones?

Authenticity starts with alignment. Any licensed product should feel like a natural extension of what the brand and restaurant stand for, not just in name but in flavor, quality, and tone. Consumers are savvy and can sense when a product feels opportunistic versus when it reflects the same care and creativity found in the restaurant itself. Staying true to the core brand identity, whether that is culinary innovation, nostalgia, indulgence, or health, builds trust and enhances credibility.

At the same time, licensing provides a chance to experiment and attract new or lapsed guests through fresh formats, retail channels, or price points. When done well, it bridges the gap between brand love and everyday accessibility. Listening to consumers, through reviews, social media engagement, and in-restaurant feedback, helps ensure the licensed product experience feels authentic and meaningful, not just transactional.

For a restaurant looking to explore licensing, what are the initial steps they should take and what are potential risks or challenges?

Start by clearly defining your brand assets, such as signature menu items, flavor profiles, and design cues, and identifying where your equity is strongest. Then, consider where your brand has permission to play and what formats would deliver value to consumers.  From there, finding the right licensing partner is critical. A strong partner brings category expertise, manufacturing capability, and a shared vision for protecting the brand’s integrity at every touchpoint. Engaging a licensing agent or consultant can help map the strategy and vet the right partners.

The risks often come from moving too fast or choosing a partner based solely on reach or revenue potential. If the quality falls short or the product feels disconnected from the restaurant, it can dilute the carefully built equity. Licensing is a long game, and success lies in thoughtful execution, clear brand guardrails, and a focus on delivering real value to the consumer.