Share Our Strength is celebrating the fifth anniversary of its Dine Out For No Kid Hungry program in 2012.
Last year 5,560 restaurants raised in excess of $2.2 million for the program — a figure the hunger organization hopes to beat during this year’s event, which takes place Sept. 16-22.
In 2011, fifty-seven multi-unit chains and their operators employed various combinations of bounce-back coupons, menu promotions, guest donations, matching funds, social media, employee contests and merchandise sales to support the campaign to end childhood hunger in the United States by 2015.
The money raised allowed Share Our Strength to invest in 18 state and city partnerships, as well as community organizations in all 50 states that help connect hungry children with programs that provide food. For example, funds helped to serve nearly 1 million additional summer meals in six states.
In addition to helping to feed hungry children, the program offers benefits to restaurateurs in the form of increased traffic and sales, and a boost in employee morale.
Nation’s Restaurant News caught up with two returning brands — Corner Bakery Café and 2011’s leading fundraiser Joe’s Crab Shack — and spoke with them about the importance of the program, how their involvement affects business operations and what they have in store for 2012.
Joe’s Crab Shack
The Houston-based casual-dining chain, which is owned by Ignite Restaurant Group, has been involved with Dine Out since its inception in 2008 when it was called the Great American Dine Out. Over the years, Joe’s has gone from contributing a percentage of sales to developing an aggressive marketing and promotion strategy, driving it to become the program’s leading fundraiser in 2011, when it raised $783,000 in September.
“We wanted to show a business reason that would also help drive donations,” said Robin Ahearn, senior vice president of marketing of the 118-unit Joe’s Crab Shack, and chair of the marketing advisory board for Dine Out. “That’s how we developed the bounce-back program, and we’ve seen a lot of positive response.”
In 2011 the brand — whose promotions extended beyond the week of Dine Out to the entire month of September — presented customers who made a $1 donation with a certificate for a free order of key lime pie. Those that made a $5 donation received a certificate for a free order of crab nachos, and guests that donated $10 were given a certificate for a free Original Steampot. The certificates were valid only with the purchase of an entrée and were redeemable for three months after the promotions ended.
“The customer is purchasing something that is creating a value,” Ahearn said. “And it is driving a return visit.”
