How Community Partnerships Help Restaurants Grow

Why Giving Back Is Good for Business

Giving back can feel like one more thing on an already full plate. But thoughtful community partnerships are more than goodwill—they're smart local marketing that builds loyalty, introduces new guests to your food and strengthens your connection to the neighborhood.

For Alan Frati and Danny Azzarello, founders of Crack’d Kitchen & Coffee, community involvement is part of the company's DNA.

"We have a credo—our defining principles—that Danny and I created 10 years ago before we even opened our first location,” Frati says. “We have it painted on the wall in our restaurants, and one of the principles is 'Give Back.' It's something that we try to live every day."

Here are their tips for getting involved—just in time for the holidays.

Focus on Local Community Needs

"Our restaurants are each in their own independent communities, so we don’t choose one national organization for all our restaurants,” Frati says. “Each community is made up of different clientele and different needs, so we look at where the needs are and how we can help support those communities. Just look at what your concept is, who your people are, what's important to them and chose partners that way."

Build Relationships with Schools and Local Organizations

“Reach out to the school district first, because that travels to the households,” Frati says. “Attend community and networking events. We’ve met the police chief who will ask us to help out with a National Night Out, or we’ll meet the guy who runs the local sports rec league. When we first opened, we said yes to everything. We went to all the events and handed out business cards every time."

Donate Food and Experiences Instead of Cash

 “We've never given out cash donations,” Azarello says. “Our give-aways are always through product, because that's what you really want to do—have more people try your food. You can also give out gift certificates for raffle baskets and events so people will come into your restaurant and try your food that way. And you always want to budget for this—we set up a local marketing line item a year in advance.”

Promote Your Community Partnerships

"We don't just donate and walk away,” Azarello says. “If we're partnering with an organization, we'll help promote the event through our social channels – because the more people who show up, the bigger the impact. It also shows our guests that we're invested in the community."

For solutions to help with your marketing  and loyalty-building efforts,
check out US Foods CHECK^® Business Tools.