Restaurant News: Partnerships and Nostalgia Drive Sales

Restaurant chains are finding new ways to drive sales, from partnering with social media influencers to tapping into nostalgia for the past. Chipotle has teamed up with Salish Matter, a Gen Alpha influencer with millions of followers, to launch a limited-time meal available exclusively on the Chipotle app and website. The meal, called The Salish Matter Order, features a kid's cheese quesadilla with white rice, black beans, and guacamole, alongside kid's chips and chocolate milk.

## Partnerships and Collaborations

The partnership between Chipotle and Salish Matter is a first for the chain, as it marks their first collaboration with a Gen Alpha influencer. Salish Matter's loyalty to the Chipotle brand, often featuring her regular kid's cheese quesadilla order on her channels, inspired the collaboration. This move is likely an attempt to attract a younger demographic and increase sales.

Mike's Red Tacos, a San Diego-based beef birria brand, has appointed Andrew Feghali as its new chief executive officer. Feghali, who was the first Dave's Hot Chicken franchisee, will lead the brand's next phase of growth. The appointment comes on the heels of Mike's new franchising strategy, launched earlier this year, as the brand looks to expand across the country.

## Nostalgia-Driven Marketing

The restaurant industry is also seeing a trend of nostalgia-driven marketing, with many chains tapping into the nostalgia of 2016. According to Technomic data, nostalgia-driven marketing can boost purchase intent by as much as 50%. Panera launched a 2016 menu earlier this year, while Taco Bell brought back its most popular items from that year, including the Naked Chicken Chalupa. Starbucks also recently brought back its Unicorn Frappuccino, which set a sales record in the chain's North American system, with over 2 million sold.

## Sales and Growth

The success of nostalgia-driven marketing can be seen in the sales figures of these chains. While overall chain restaurant sales slowed in 2025, sectors like coffee, beverages, and snacks, as well as chicken, thrived. The following table shows the sales performance of some chains that have tapped into nostalgia: | Chain | Item | Sales Performance | | --- | --- | --- | | Starbucks | Unicorn Frappuccino | over 2 million sold | | Taco Bell | Naked Chicken Chalupa | brought back due to popularity | | Panera | 2016 menu | launched earlier this year | This trend is likely to continue, as consumers increasingly seek comfort and familiarity in their dining experiences. By tapping into nostalgia, restaurant chains can attract customers and drive sales in a competitive market.