Matchbooks Make a Comeback as Restaurants Tap into Nostalgia and Social Media Buzz
In a surprising trend, restaurants across the country are dusting off an old-school marketing tactic: matchbooks. Once used to light cigarettes in smoke-filled dining rooms, these small, collectible books have evolved into more than just a practical tool for diners. They've become a symbol of nostalgia, a way to connect with friends and family over food, and even a cool decor trend.
For some, collecting matchbooks is a nostalgic hobby that brings back memories of special meals and experiences with loved ones. Tara Shepherd, Senior Account Manager at Eleven Eleven PR, started her collection when her friend first showed her the charms of customized matchbooks. "It became this nostalgic way to remember the meal and also stay connected to each other through the restaurants we love," she says.
Kaitlyn Sestak, a New York City-based public relations manager, took it to the next level by displaying her 50-matchbook collection in a tall glass vase. For Sestak, matchbooks are more than just a fun memento – they're also a way to keep track of restaurants that may no longer exist. "It's turned into a fun game of sorts with my husband when we go out," she says.
But collecting matchbooks isn't new territory. Matchbook collector Maryanne Wetherald was inspired by her father and uncle's extensive collections, which span large plastic tubs. While her own collection has dwindled in size, Wetherald now uses them to add a touch of nostalgia to her home decor. "To me, matchbooks are a way you can continue to represent your restaurant in someone's home," says Amedee Trimmer, Managing Director of Operations at The Noortwyck.
Matchbooks have also become a social media sensation, with designers creating artful and unique covers that make them a conversation starter. Food blogger Sara Strasbaugh loves her Seneca Trattoria matchbook for its gold-foil lettering and flat matches with little goldfish – "way cooler than the usual wood sticks."
For Phillumenist Bailey Disler, collecting matchbooks has become a full-blown hobby, with over 450 restaurants, stores, and hotels in New York City added to her Google Map. For Disler, it's not just about the food – it's about the sentimental value of each matchbook, which often holds memories of special dates or inside jokes with friends.
Whether it's nostalgia, social media buzz, or simply a desire for something unique, matchbooks have made a comeback in the world of restaurants. As diners, collectors, and designers alike celebrate these small, collectible books, one thing is clear: they're more than just a relic of the past – they're a symbol of the present-day love affair with food and memory.
In a surprising trend, restaurants across the country are dusting off an old-school marketing tactic: matchbooks. Once used to light cigarettes in smoke-filled dining rooms, these small, collectible books have evolved into more than just a practical tool for diners. They've become a symbol of nostalgia, a way to connect with friends and family over food, and even a cool decor trend.
For some, collecting matchbooks is a nostalgic hobby that brings back memories of special meals and experiences with loved ones. Tara Shepherd, Senior Account Manager at Eleven Eleven PR, started her collection when her friend first showed her the charms of customized matchbooks. "It became this nostalgic way to remember the meal and also stay connected to each other through the restaurants we love," she says.
Kaitlyn Sestak, a New York City-based public relations manager, took it to the next level by displaying her 50-matchbook collection in a tall glass vase. For Sestak, matchbooks are more than just a fun memento – they're also a way to keep track of restaurants that may no longer exist. "It's turned into a fun game of sorts with my husband when we go out," she says.
But collecting matchbooks isn't new territory. Matchbook collector Maryanne Wetherald was inspired by her father and uncle's extensive collections, which span large plastic tubs. While her own collection has dwindled in size, Wetherald now uses them to add a touch of nostalgia to her home decor. "To me, matchbooks are a way you can continue to represent your restaurant in someone's home," says Amedee Trimmer, Managing Director of Operations at The Noortwyck.
Matchbooks have also become a social media sensation, with designers creating artful and unique covers that make them a conversation starter. Food blogger Sara Strasbaugh loves her Seneca Trattoria matchbook for its gold-foil lettering and flat matches with little goldfish – "way cooler than the usual wood sticks."
For Phillumenist Bailey Disler, collecting matchbooks has become a full-blown hobby, with over 450 restaurants, stores, and hotels in New York City added to her Google Map. For Disler, it's not just about the food – it's about the sentimental value of each matchbook, which often holds memories of special dates or inside jokes with friends.
Whether it's nostalgia, social media buzz, or simply a desire for something unique, matchbooks have made a comeback in the world of restaurants. As diners, collectors, and designers alike celebrate these small, collectible books, one thing is clear: they're more than just a relic of the past – they're a symbol of the present-day love affair with food and memory.
and I'm totally here for it! I mean, who doesn't love a good nostalgic vibe? For me, collecting matchbooks is like having a little piece of history in your pocket (or vase). Tara Shepherd's idea of using customized matchbooks to remember special meals with loved ones is genius 
. And let's be real, Kaitlyn Sestak's 50-matchbook collection in a glass vase? Goals 
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. Phillumenist Bailey Disler's Google Map of NYC matchbooks is wild, btw 
. But what I think really gets me is the sentimental value behind each matchbook. It's like having a little piece of nostalgia that you can hold onto (literally!). Food blogger Sara Strasbaugh's Seneca Trattoria matchbook is gorgeous, btw 
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. When we collect these little books, we're not just collecting physical objects, we're collecting emotions too. Like, who needs a fancy restaurant when you can have a matchbook that reminds you of a special night with friends? It's the sentimental value behind them that makes them so cool! 
... I mean, who needs 'em? They're just little pieces of paper that hold memories, right? But at the same time, I kinda like how they're bringing back nostalgia for some people... and their designs are actually pretty cool 
. I guess it's just a matter of whether you think matchbooks are a fun gimmick or just a silly collectible 
. And honestly, I'm still not sure if I want to start collecting them myself... but maybe if they're good for the restaurants and all that 
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my friend got me this seneca trattoria one as a gift and its literally so cool 
i mean, who doesn't love looking at all these different matchbooks and remembering special meals with friends and family 
! like, who doesn't love getting something cool as a souvenir at the restaurant? and it's so Instagrammable 
- those gold-foil lettering designs are literally fire 
. but what I think is really sweet is that they're becoming this way to remember special meals and experiences with friends & family 
we need more sustainable solutions, you know?
and you're already sold! and can we talk about the social media buzz? those custom matchbook covers are giving me LIFE 
at least its not as cringey as collecting vinyl records or whatever. i love how some ppl use them to collect and remember good meals tho that's a nice way to keep memories alive 
But at the same time, I think some of these high-end matchbook displays could get a bit pricey for casual diners... 
I can see why people would wanna collect 'em! It's like having a little piece of foodie history to treasure. Plus, it's just so Instagrammable 
and also, isn't the fact that they're collecting them online kinda weird? like, what if the restaurant goes out of business and all these collectors are left with nothing? 
. It's crazy how much sentimental value can be tied to something as simple as a tiny book.
. But hey, if it's what makes people happy then more power to 'em 
. And can we talk about how matchbooks are literally just a fancy way of collecting receipts now? 
. Like, who wouldn't want to take home a tiny piece of their dining experience that doubles as a conversation starter? The nostalgia factor is real too - my grandma used to collect them when we'd go out to restaurants together, it's like taking a trip down memory lane every time I see one. And can we talk about the design on these new ones? Some of the covers are straight fire 
! As an activist, I love seeing people connect with food and memories in a more tangible way. It's all about creating experiences that stick with you, you know?
It's all about nostalgia, I think. People collecting them for memories and experiences, or just as a fun thing to display... it shows we still value those moments with loved ones. And designers putting their own twist on the matchbook, it's like how art can make even the most mundane things special. 