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National Restaurant Association - The power of partnerships: Cause marketing

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The power of partnerships: Cause marketing

José Andrés, David Gordon, Marc Murphy and Marcus Samuelsson discussed at the 24th Annual American Express Restaurant Trade Program how partnering with charitable organizations has benefitted their business and financial bottom line, and shared best practices for choosing the right strategic partnership.


Source: American Express Restaurant Trade Program

Top Takeaways:

  • Instead of spreading yourself thin, concentrate your charity efforts on two or three projects. Your donations will make a bigger impact and your staff will be well versed on the charity you have chosen.
  • For national chains, adopt a charity that is also nationally recognized to ensure cohesion among your restaurants. For example, every branch of the Cheesecake Factory promotes and supports the same cause.
  • One great way to give back is to hire people from your local neighborhood or from less privileged areas. This benefits your business, the employees and the community.
  • Donating to a charity doesn’t mean you have to ignore your bottom line. Promote business by offering a meal or product coupons to donating customers.
  • Harness the power of social media and use it to draw attention to the cause you are supporting. These days, Millennials are interested in learning about charities before they donate, and social media is the perfect outlet to reach them.

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