‘Corona Sucks’: textile printing company helps itself and the catering industry with T-shirt promotion

“Fair is fair”, says Petra Smale, who owns Textielrukkerij Amsterdam together with her friend Oene Huizenga. The initiative to help the catering industry is also a way to get more assignments yourself.

By having customers of catering businesses order T-shirts, Smale hopes to kill two birds with one stone: helping the catering industry and her own company through the crisis.

Normally they print many T-shirts for festivals and sport and corporate events. Due to the corona crisis, major events are canceled and their business has therefore largely stalled. They only use 20 percent of their capacity.

Social media

The catering industry is also struggling: cafes and restaurants have not been open for weeks. So ‘Corona Sucks’, as Smale and Huizenga called their campaign.

How does it work? Catering bosses ask their customers via their own network, for example via social media, whether they want to buy a T-shirt from their favorite catering establishment. A shirt costs 24.95 euros.

Part of the proceeds goes to Textielrukkerij Amsterdam to cover the costs of materials and printing, while the company also makes some money from it.

Up to 61 percent is for hospitality bosses

A large part of the proceeds from the shirt is for the catering boss himself. How much depends on the number of T-shirts he knows how to wear. With 50 shirts, 39 percent goes to the catering company, with 100 shirts this increases to 51 percent and with 500 T-shirts even more than 61 percent.

Because the costs are relatively high for small quantities, the minimum order quantity is five T-shirts. Only if a catering establishment purchases more than 20 pieces does it earn a profit from the sale.

It cannot be done with 19 T-shirts or less, says the textile printer. It is of course a nice advertisement for you when customers wear your T-shirt.

Café Het Zwaantje

The first campaign will start next Monday, and in a week cafes and restaurants will try to sell as many T-shirts as possible. The T-shirts will then be delivered a week later. That coincides exactly with the moment when the catering industry can open again, under certain conditions.

Until now, one café has definitely taken part: Café Het Zwaantje in West-Terschelling. There are also some registrations from other cafes, but some things still need to be arranged with them. The textile printing company is preparing 12 campaigns in total, according to Smale.

“At least 100 T-shirts”

Wilma Hoogeslag, owner of Café Het Zwaantje in West-Terschelling, knows Smale and Huizinga from textile printing house Amsterdam through a mutual girlfriend. She thinks the Corona Sucks campaign is ‘a fun action for them and for us’. Hoogeslag hopes to sell at least 100 T-shirts via Facebook and Instagram.

With 100 pieces, she earns 1,272 euros from the promotion. That is not much compared to the turnover she has missed in recent months.

Hoogeslag is looking forward to June 1, when the catering industry can open again. Because she has ‘the smallest café in Terschelling’, she cannot accommodate so many people inside. Hoogeslag has therefore placed its hope on the terrace and in good weather.


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