Dunkin’ Announces Makeup Collaborations as QSRs Aim to Be ‘Lifestyle Brands’

Coffee and baked goods quick-service restaurant (QSR) Dunkin’ is looking to integrate its brand into more parts of consumers’ daily routines.

The brand announced Wednesday (March 30) a partnership with cosmetics brand e.l.f. to offer co-branded makeup through the websites of the cosmetics brand and of Ulta Beauty. The collaboration features a coffee-scented lip scrub, a donut-inspired eyeshadow palette and more.

“We’ve long admired the genuine connection e.l.f. has forged with their community and believe it mirrors the connection we have with our Dunkin’ fans,” said Dunkin’ Vice President of Integrated Marketing Communications Peter Callaro in a statement. “We’re thrilled to team up with e.l.f. to bring Dunkin’ devotees an exciting, new way to power their ‘get-up-and-go’ daily routine.”

Dunkin’ is not the first restaurant chain to partner with e.l.f. to release branded cosmetics. In March 2021, the makeup brand announced a partnership with Chipotle Mexican Grill inspired by the fast-casual restaurant’s menu items.

In a May interview for PYMNTS TV, Chipotle Chief Restaurant Officer Scott Boatwright spoke with PYMNTS’ Karen Webster about how the collaboration is part of the company’s push to position itself as a lifestyle brand in an effort to adapt to consumers’ evolving habits.

Read more: Chipotle Moves Beyond The Burrito To Connect Consumers With New Experiences

“Traditional TV advertising has shifted over the last several years, and there are fewer and fewer eyeballs on regular programming or commercials,” Boatwright said. “You’ve got to find a way to meet the consumer where they are. You’ve got to meet them where they’re spending their time.”

Another piece of the chain’s lifestyle brand efforts is its direct-to-consumer (D2C) eCommerce merchandise site, Chipotle Goods, launched in August 2020. The shop features apparel, accessories and other items.

“We know people are looking to celebrate their passion for Chipotle, and we set out to create a line of products with the same thoughtfulness, care and attention to detail that we use in our kitchens,” said Chipotle Chief Marketing Officer Chris Brandt in a statement at the time.

Indeed, Chipotle and Dunkin’ are far from the only brands looking to boost affinity and drive loyalty by extending their brands into additional categories. Brinker International-owned casual dining chain Chili’s Grill & Bar announced March 11 the launch of its eCommerce merch site, which also offers apparel and accessories.

Additionally, Yum Brands’ Mexican-inspired QSR chain Taco Bell has its Taco Bell online shop that sells the same in addition to gift cards, and QSR giant McDonald’s has its Golden Arches Unlimited shop with items ranging from winter accessories to fan collectibles.

While all of these online shops are high-intent sites, with consumers typically visiting them if they already have some intention of making a purchase or of browsing the shop’s goods, restaurants are also finding ways to meet consumers in lower intent spaces, creating commerce opportunities in other parts of consumers’ daily routines.

For instance, QSR chain Wendy’s announced Wednesday a digital location in Meta’s Horizon Worlds virtual reality (VR) platform, integrating the brand into consumers’ online social routines.

See more: Wendy’s Announces VR Location as QSRs Race for Metaverse Primacy

As brands continue to seek out ways to adapt to consumers’ evolving digital routines, commerce and content will likely grow increasingly interconnected.