Promotions

July 11, 2023

Operators’ stance on key social issues can affect whether customers opt to eat at a restaurant; 71% of consumers say their personal values influence their food choices.¹ As a result, a growing number of eateries are expressing opinions about inequality, climate change and other concerns—and physically supporting causes through endeavors such as donating menu proceeds and providing culinary services at fundraising events. While independent restaurants may be able to easily identify key issues in their community, finding causes that will resonate with audiences in multiple markets can be challenging for large chains—so a number gravitate toward initiatives involving general food-related subject matter like farming, says Andrew Freeman, founder of restaurant marketing firm af&co and co-founder of Carbonate, a hospitality brand communications agency. “It really comes down to the risk-taking nature of the group,” Freeman says. “Some restaurants are very vocal about causes that are important to them, even if it means they might change their customer demographic a bit. Every now and then, you’re going to have a restaurant say, ‘We don’t care; we’re taking a stand on this because we believe in it.’” The practice can potentially pay off. Approximately 49% of operators say voicing an opinion about key issues helps create a sense of community between employees and customers; according to 27%, it increases customer loyalty—and 20% of operators have found clarifying their values impacts both business and their bottom line.² To maximize the effect a restaurant’s philanthropic support ultimately has, operators may want to take the following considerations into account.