78 • SEPTEMBER 2026 • Must Read | Merch On The Menu Merch On The Menu If experience is the main course at food halls and truck parks, then branded merchandise is the take-home treat. By Audrey Sellers Restaurants serve meals, but food halls and truck parks build followings. When people visit, it’s about the experience and discovery. It’s the excitement of texting a friend, “You’ve got to try this place.” More than half of Americans say dining out is an essential part of their lifestyle, and they’re increasingly drawn to the kinds of places that are as fun to explore as they are to eat. Take food halls, for example. Since New York City’s Gotham West Market helped usher in the modern food hall movement in 2013, the concept has exploded, with more than 500 food halls now operating across the U.S. Most house about nine vendors under one roof, giving people the freedom to mix and match and discover something different every visit. The growing appetite isn’t slowing down: The global food
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