Businesses are cashing in on the eclipse

Federal Donuts & Chicken eclipsed our expectations with a scrumptious solar surprise.

Why it matters: Today's rare total eclipse has become a significant marketing event for restaurant chains and food brands across the country, Axios' Kelly Tyko writes.

Driving the news: The doughnut maker teamed up with The Franklin Institute on a limited-edition chocolate cake doughnut with a sweet orange glaze, a black milk chocolate ring and "sprinkle of celestial sanding sugar."

• Hurry up; it's only available at all Philly area locations today.

The big picture: Businesses are cashing in on the once-in-a-lifetime celestial event by offering fun eclipse-themed goodies or discounts. Some items come with free eclipse glasses.

• Product releases tied to the eclipse include a special Krispy Kreme eclipse doughnut, Sonic Drive-In's new all-black slush and Raising Cane's "Path of Toast-tality" free giveaway of Texas toast.