Chili's Raises Millions for St. Jude Hopsital

What does it take to raise a record $18 million in just five years for St. Jude Children’s Research Hospital? Chili’s Regional Vice President of Operations Kevin Carroll says it’s a combination of incredible team members and a worthwhile cause. One of the company’s many philanthropic endeavors is Chili’s Create-A-Pepper campaign. Through the campaign, which takes place each September, guests donate $1 or more to color a poster of Chili’s signature pepper.

EMPLOYEE BUY-IN:We have incredible team members who get unbelievably engaged with what we do with the hospital. Before each year’s campaign launch, we distribute DVDs to all the restaurants. The videos feature interviews with St. Jude patients and Chili’s leaders. Our goal is to get employees connected to what’s going on at St. Jude. St. Jude does something similar. At its annual managing partner meeting in June, the hospital brings in patients and families to speak with partners. There’s never a dry eye in the room.

ALL HANDS ON DECK: This monthlong campaign takes major planning and coordination. Team members in each of the restaurants and at the restaurant support center promote and generate donations for the Create-A-Pepper campaign. Marketing and public relations efforts help generate awareness. At the restaurant level, managers and their teams wear campaign apparel and educate guests about the campaign.

FRIENDLY COMPETITION: Our employees are deeply devoted to the cause. Last year, a team member in California raised $27,000 in one month. I never visit a restaurant where the team members don’t thank me for the involvement we have with St. Jude. And employees’ enthusiasm spreads into other things we do.

EMPLOYEE BENEFIT: People want to work for a company that gives back. We have more engaged team members, and our turnover has been at an all-time low. This year, at nationwide job fairs, Chili’s gave away dog tags with the Chili’s and St. Jude logos as a way to let interviewees know the company made a donation to St. Jude’s on their behalf. One of our employees is a St. Jude survivor, and now he is earning money to study radiology in college so he can go back to St. Jude to work.

ROI: It’s amazing how much the families of St. Jude appreciate what we do. And last year, St. Jude named its new state-ofthe- art building the Chili’s Care Center. The center, completed last November, houses the radiological sciences department, The Pediatric Brain Tumor Consortium, inpatient activities areas and new research laboratories. Now the children benefit from more sophisticated diagnostic- imaging technology and more precise radiation therapy.

Restaurant Stats

Name: Chili's Grill & Bar
Location: Dallas
Restaurants: 1,458
Employees: 75,000

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