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10 the ten-minute manager's guide to ... cause marketing.

Publication: Restaurants & Institutions
Publication Date: 15-MAY-04 		Format: Online
Delivery: Immediate Online Access

Article Excerpt
A FOODSERVICE OPERATION'S INTERACTION WITH ITS COMMUNITY extends beyond dining rooms. According to the National Restaurant Association, nine out of 10 operators actively participate in charitable events in their neighborhoods, ranging from fund-raisers in conjunction with new unit openings to sponsorships of local youth sports teams and more.

As with most things worth doing, though, cause marketing isn't easy. There are hundreds of worthy organizations to work with and dozens of ways to raise money, from in-house dinners to off-site events. Experts say the best course of action is to identify causes and promotional tactics that mesh with a given operation's style and customer base, then use both in ways that add to a cause's coffers and an operation's image.

Stay Focused

"We can either do a little for a lot of groups or a lot for a few," says Tami Clark, senior director of marketing and strategic alliances at The Coffee Bean & Tea Leaf, a Los Angeles-based...

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