Retail Brew // Morning Brew // Update

June 04, 2026

Hello, did we catch you standing in line for an $11 cake in a cup? In NYC, where queuing for…something has practically become a competitive sport, a dessert called “dotcake” is getting people out of bed as early as 6 a.m. Essentially a cup of cake topped with rainbow sprinkles, the confection has exploded across TikTok, inspiring bakeries and grocery stores to roll out their own versions. It’s a piece of cake, but getting one, apparently, is not.

In today’s edition:

—Patrick Kulp, Jeena Sharma, Alyssa Meyers

SUPPLY CHAIN

Chain or shine

Getty Images

The AI supply chain startup Altana was formed in early 2019 around a forecast of global chaos. As part of an early exercise, the three co-founders each traced out what they thought trade would look like in the next few years.

“We all wrote some version of, like, the world is gonna fall apart,” CEO and co-founder Evan Smith told us, specifically recalling predictions of more trade wars spurred by the economic rise of China, climate dislocation, and sovereign debt crises.

Seven years later, chaos has become the norm. Soon after Altana’s founding, the coronavirus pandemic ramped up a period of global trade turbulence that hasn’t eased much since. More recently, whack-a-mole tariffs and war in the Middle East have roiled the globe-spanning trade routes on which many retailers rely.

Altana aims to help businesses, logistics providers, and governments navigate these uncertainties. The company runs a data platform that shows the operating facilities and ownership of companies and the flow of goods between them, according to Smith.

Keep reading here.—PK

Sponsored By Rocket Lawyer

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MARKETING

The right fit

Tinder x Diesel campaign featuring Gigi Goode

Tinder/Diesel

Tinder is looking to make a match with fashion.

Earlier this month, the dating platform unveiled what it calls its “largest brand collaboration” to date. Part of its global Pride Month partnership with Diesel, it includes a 17-piece capsule collection, in-store activations around the world, and a joint $200,000 donation to LGBTQ+ advocacy organization Outright International.

There’s also a campaign called “For Successful Loving,” which reimagines Diesel’s longtime “For Successful Living” slogan through the lens of modern dating, attraction, and self-expression.

For Tinder, the collaboration acts as more than a merch drop; it’s part of a broader effort to position the company not just as a dating platform, but as a cultural brand that’s aligned with young consumers’ expression of identity through fashion.

Keep reading here.—JS

FOOD & BEV

Pour what it’s worth

Morning Brew Design, Photos: Diageo, Grupo Modelo, @StellaArtois/YouTube,

If anyone needed an extra reason to have a drink over the summer, there’s about to be 39 days worth of World Cup matches played in North America for the first time in more than 30 years.

For advertisers, the tournament is shaping up to be essentially the Super Bowl of soccer, but even bigger. And while beverage brands have been duking it out on the Super Bowl ad stage for decades, with increasing competition in recent years, this summer, they’re taking the battle to the international stage.

“Everything we’re doing around the World Cup is going above and beyond,” Ricardo Marques, SVP of marketing for Michelob Ultra, told Marketing Brew, later adding that the tournament marks the brand’s biggest retail push in history.

Keep reading here on Marketing Brew.—AM

Sponsored By The Crew

Before the exit. Most founder content is either a highlight reel or a one-size-fits-all playbook. Founder Brew lives in the messy middle—the real decisions, the operational truths, and the pivotal moments from founders who’ve been there. Subscribe today.

SWAPPING SKUS

Today’s top retail reads.

Shein on you: Why Shein is facing $26 million in fines in France. (Reuters)

Once more: Macy’s revamp strategy is paying off despite economic challenges. (Retail Dive)

Downward spiral: Eurozone’s retail sales are struggling as consumer spending slows. (the Wall Street Journal)

Fine print: Rocket Lawyer breaks down the fine print, flags red flags, and connects you with legal pros—on your terms. Review your contract for free.*

^{*A message from our sponsor.}

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