Your home can now smell like a Junior’s cheesecake, Katz’s egg cream, or a Shake Shack burger
Restaurants are also thinking beyond classic pastries and other “sweet” scents when developing their signature candles. Earlier this year, Shake Shack made its own foray into the world of home fragrances in a collaboration with high-end candle brand Apotheke. The resulting candles — one intended to smell like burgers being grilled in a park, the other a french fry dipped in a milkshake — sparked plenty of interest, only to be pretty disappointing in the scent department.
Or is it the idea that these foods are now just part of the broader cultural zeitgeist? Katz’s didn’t invent the egg cream, but it has arguably become the most globally famous purveyor of the drink. Shake Shack isn’t the first chain to make a burger, but it is arguably the one that made the fast-food burger fancy. These establishments are no longer just selling you food, they want to be part of the culture, getting us to buy into the brand in new and unique ways seemingly every single day.
Of course, restaurant merch isn’t a new phenomenon: T-shirts and other swag have provided ways for brands to be more integrated into everyday living outside of just mealtime. But by slapping extremely specific dishes on candles, an item that’s increasingly moving from the realm of Yankee Candle to , they’re staking their claim on these foods as cultural signifiers. These restaurants don’t just want to dominate our dining choices and our closets, now they’re coming for our noses.Thanks for signing up!Oops. Something went wrong. Please enter a valid email and try again.
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