Community Engagement: What Does It Mean to Franchise Brands?

According to a new report from QSR Magazine, “Chicken Salad Chick, the nation's only fast casual chicken salad restaurant concept, announced today the results of its 2021 Giving Card program, raising over $420,000 to support local food charities and cancer research.”

According to the report, the Giving Card program is the brand’s largest charitable mission each year. At the end of the year, a card can be purchased for $5 and presented at any Chicken Salad Chick location for redemption of rewards valued at $60. The Chicken Salad Chick Foundation leads this initiative and has raised almost $1.5M for local charities in the past five years.

Why Community Engagement Is Critical For Franchise Success

People are often drawn to brands that align with their personal values. The Chicken Salad Chick Foundation was established by Stacy and Kevin Brown in 2014. Following Kevin’s cancer diagnosis, the pair was determined to make a positive impact in people’s lives. Now, the Foundation focuses on feeding the hungry and fighting cancer. 

Earlier this year, the Foundation welcomed five new board members; two are current franchisees. Board members report a strong commitment to furthering the Browns’ mission, and it is clear that customers are just as excited to participate in the giving.

Often, developing these strong community ties sends ripples far beyond a feel-good giving experience. 

At the start of the COVID-19 pandemic, many restaurants faced financial duress as a result of state-mandated closures. Throughout the pandemic, community members rallied around restaurant owners. 

In an article for On the Line, Caroline Price recounted the ways in which community members advocated for their favorite restaurants. 

“Advocating for rent freezes and government support of independent businesses and laid-off employees, donating money, and buying gift cards in droves” are all steps that were taken to support restaurants, she said.

Community engagement comes in many forms. Some brands lead nationwide fundraising efforts for well-known charities, others will work to build personal relationships with members of the immediate community in their own unique ways.

Giving Back – The Right Way

Giving back provides franchisors, franchisees and customers with a common cause to unite around as well as a heightened sense of community. However, giving back the right way comes with some caveats. 

ChicExecs Retail and Strategy Firm Co-Founder/Co-President Nikki Carlson told Forbes: “It’s not enough to donate money to a charity and claim you’re giving back.” 

Giving back in a genuine way is not only more meaningful to customers, but it helps in building a brand story. Customers can see right through pink packaging for Breast Cancer Awareness month, Carlson explained, while ongoing and intentional giving is more meaningful to everyone involved.

Ultimately, “Giving back is a win for everyone,” Carlson wrote. “Embrace your mission and values to create a giving program that will grow your brand and change the world for years to come.”