Fast food merch is definitely having a moment. From McDonald’s loungewear to Costco crewnecks to IHOP pajamas, all the big chains seem to be hopping on this trend. And why wouldn’t they? It’s basically free advertising. Some of this merch is honestly really cool. For example, Aldi’s new clothing line features a fashionable array of tracksuits, bucket hats, and even slides, all for $10 or less. But Chick-fil-A’s entry into the branded merch market is less cute and more cringy.

What is the sauce-themed Chick-fil-A merch?

Photo by Chick-fil-A

On April 17th, Chick-fil-A released a new line of sauce-themed merch. Notable features include the Honey Mustard Sauce Drip Watch ($60), the Garden Herb Ranch Trucker Hat (practically a steal at $25), and Zesty Buffalo Shoelaces (only $8). There’s more, but I think you get the point.

What’s wrong with the Chick-fil-A merch?

I have a couple big issues with this merch line. First of all, it’s incredibly overpriced. Even at the cheaper end, you’re basically paying $8 for, from what I can tell, essentially just…orange shoelaces. Not to mention the $60 watches which are basically just camo printed. Which brings me to my second point — you can’t even really tell this merch is from Chick-fil-A.

Photo by Chick-fil-A

For example, if you don’t see the tiny Chick-fil-A logo on this $60 (!) Chick-fil-A Sauce Ombre Crewneck, it’s just a white crewneck. It’s not even really ombre. Only Chick-fil-A would try to make an ombre from white to white. And it’s not measuring up to the competition — Costco offers a much more fashionable Fleece Crewneck Sweatshirt for about a third of the price. Also, why is the model doing a Leprechaun-style heel click? TBH, all the models kind of look miserable, and I don’t blame them. I just hope they were paid well.

I get why Chick-fil-A would want to enter the branded merch market. Their image hasn’t been great in recent years, and many people have mixed feelings about spending their hard-earned money at the chicken chain (although the colorful sauce theme in this merch line is kinda giving rainbow…maybe change is on the horizon?).

Regardless of how you feel about supporting the chicken chain, this merch is not it. It’s overpriced, bland, and kinda ugly. Sorry Chick-fil-A, but maybe just stick to the chicken?