The Timeless Appeal of Custom Matchbooks in Restaurant Branding

Collecting matchbooks from restaurants and bars has become a nostalgic hobby for many, bringing back memories of visits to favorite spots. Restaurateur Ford Fry, along with other industry leaders like The Match Group, share insights on why these small items make a big impact in Plate Online’s recent article. 

Ford Fry’s Nostalgic Reintroduction

Ford Fry, known for his diverse range of restaurants, remembers branded matchbooks from his grandparents’ house. Inspired by this, he decided to bring back matchbooks at JCT Kitchen, and the trend has spread to his other establishments. Each matchbook design reflects the unique character of the restaurant. For example, Superica features a playful cowpoke design, while another high-end spot has an elegant sliding matchbox with green-tipped matches.

“There’s always some sort of humor involved in the matchbooks, and the styles typically match the restaurant. The more formal the restaurant, the fancier the matches,” Fry notes.


Custom matchbooks are making a comeback in restaurant branding due to their nostalgic appeal, unique branding opportunities, and practical keepsake value for guests.


Creating a Connection with Guests

Matchbooks serve as more than just practical items; they are keepsakes that guests take home, creating a lasting connection with the restaurant. At Major Food Group establishments like Dirty French and Carbone, matchbooks are essential souvenirs. Capri Club in Los Angeles even includes cocktail recipes inside their matchbooks, adding an extra layer of engagement for guests.

Robert Fleming, owner of Capri Club, explains, “Matches at restaurants or bars really signify the type of establishment that it is, and they set the tone for the whole place and the whole concept.”

A Marketing Tool with Historical Significance

Matchbooks also act as a marketing tool, keeping the restaurant’s name in front of customers long after their visit. Fry mentions that people often collect these matchbooks, turn them into artwork, and display them, keeping the restaurant top of mind. Despite the high cost and limited manufacturers, many restaurateurs find the investment worthwhile. Atlas Match and The Match Group are popular choices for their variety and quality.

“You’re not getting customers because of your matchbooks, so your marketing dollars would be better spent somewhere else,” Fleming acknowledges. “Like a lot of parts of the restaurant business, it’s a labor of love.”

The Lifelong Journey of a Matchbook

The journey of a matchbook doesn’t end when it leaves the restaurant. Fleming reflects, “When I’m standing at the bar during service and I see someone walk up and grab a pack of matches, I start to wonder where they’re going to end up. They’re going to be at their fireplace or in their drawer or on their counter, and they’re probably going to be there for a very long time.”

Why Custom Matchbooks Are Making a Comeback

In recent years, custom matchbooks have started to regain their popularity in the restaurant industry. This resurgence can be attributed to several factors:

  • Nostalgia: Many guests feel a sense of nostalgia when they see matchbooks, reminiscent of the times when smoking sections were common in restaurants. This nostalgic element can enhance the dining experience and create a sentimental connection with the restaurant.
  • Unique Branding: Custom matchbooks offer a unique way for restaurants to showcase their brand. By designing matchbooks that reflect the restaurant’s personality, establishments can leave a lasting impression on their guests.
  • Practical Keepsakes: Unlike other promotional items, matchbooks are practical and often kept by guests for future use. This practicality ensures that the restaurant’s brand remains visible in the guest’s daily life.
  • Conversation Starters: Custom matchbooks can serve as conversation starters, sparking discussions about the restaurant and the dining experience. This word-of-mouth marketing can be invaluable for restaurants.

The Match Group: Enhancing Your Branding Strategy

For businesses looking to incorporate custom matchbooks into their branding strategy, The Match Group offers a wide range of options- specializing in creating unique and personalized matchbooks that reflect the essence of your brand. 

They offer various customization options, including different match tip colors, box styles, and imprint designs, allowing businesses to create matchbooks that are visually appealing and memorable. 

Learn more about custom matchbooks today.