Restaurant companies increasingly are turning to cause-marketing initiatives to drive consumer interest and increase brand awareness, as evidenced in a recent Nation’s Restaurant News article titled “Saluting The Troops.” Many restaurant chains, it notes, celebrated Memorial Day and Military Appreciation Month to express their appreciation to members of the nation’s armed forces.
In addition to efforts from quick-service chains such as White Castle or buffet chain Golden Corral, full-service restaurants have led many cause-marketing initiatives. For example:
- Bennigan’s pledged $1 from a beer military tribute sale to Operation Homefront, which benefits military families and sends care packages to soldiers deployed overseas.
- Hooters offered 10 free chicken wings to military personnel, raising money for The Valentine Fund and Operation Homefront, and shipping more than 150,000 Hooters Girls calendars to troops.a