franchisees drive sales through philanthropy - no kid … · franchisees drive sales through...

Franchisees Drive SalesThrough Philanthropy

Featuring:John Miller, CEO Denny’s CorporationBilly Ruby, Vice President Field MarketingDenny’s Corporation

2

Agenda

Welcome

Denny’s: A Leader in Franchise Engagement

Aligning with a Cause

Why the Dine Out For No Kid Hungry

Franchise Engagement

Key to Success

Industry Best Practices

How it Works

Franchise Steps Toward Participation

Dine Out for No Kid Hungry 3


Billy Ruby,Vice President Field MarketingDenny’s Corporation

John Miller,CEODenny’s Corporation

5


• America's largest full-service family restaurant chain

• Offers a menu rich in variety

• Currently operating more than 1,700 restaurants world wide

• 266 Denny’s franchise groups

• Employer of more than 21,000 people

• No Kid Hungry partner


Aligning With A CauseAligning With A Cause

7

Aligning With a Philanthropic Cause

• Select a cause that fits with what we do

• We feed people every day

• Promotes community goodwill and enhances employee satisfaction and retention

• Ability to blend fundraising into business objectives

• Able to customize fundraising promotion

• Tools and support provided for turnkey partnership

• There are measurable benefits for aligning with a cause

88

The Crisis:Childhood Hunger• 16 million, or one in five, American children don’t know

when their next meal will come.

• Almost one-third of those are under five years old.

• Undernourished children suffer from impaired cognitive development and long-term emotional and health problems.

The Problem: Access to FoodThere is enough food in America to feed all children, yet:

• 10 million eligible kids don’t get free or reduced price school breakfast.

• 16.3 million children qualify for summer meals but don’t receive them.

9

HU

NG

ER > EDUCATION

> ECONOMIC PERFORMANCE

> HEALTH

> NATIONAL SECURITY

> OBESITY

Hunger’s Impact is Universal


"It is hard to imagine that right here in America, over 17 million children are at risk of going hungry, without the means to meet their daily nutritional requirements. Hunger is not even the worst of it. Without proper nutrition, children struggle to learn and make their grades in school; are sick more often, more likely to be hospitalized and struggle more with headaches, stomachaches and colds and infections.

Why is Denny’s participating? How can we not?”

-John Miller, CEO, Denny’s

11

We are investing deeply in a few locations while growing and building momentum nationwide:

Impact Model

National Components: No Kid Hungry National Awareness Campaign; Community Investment via local grants; Center for Best

Practices; and Advocacy.

State & Local Campaigns: 18 No Kid Hungry State and Local Campaigns, 3 Proof of Concept “Signature” states and 13 No Kid Hungry Allies in 12 states

Cooking Matters: lead partners in 29 states; presence in all 50 states


Why the Dine Out For No Kid Hungry

13

Why The Dine Out For No Kid Hungry

• Hunger is an issue that customers care about

• Participation is flexible

• Provides meaningful purpose to increase employee engagement and retention

• Benefit from national PR

• Sharing of industry best practices

• Online resources are available

• Google map shows diners where to

find participating restaurants

• No Kid Hungry campaign helps kids in

all 50 states


Denny’s Promotion and Franchise Engagement

15

Year 1 – The Numbers• 747 Denny’s restaurants participated

• 226 company (all) /521 franchise

• Each participating location received 350 coupon books to

sell

• Each book consisted of five $1 coupons ($5 value)

• Each book was sold for $3

• Denny’s raised $273,000 in year 1

• Redemptions

• Bulk of books sold in first four weeks - Blue Line

• Coupons redeemed for approx. 17 weeks through y/e – Red Line

16

Key to Success

17

Keys to Success• Program was right – coupon books, offers, retail price, etc.

• Merchandising and External Communication was on track

• More/sooner

• Internal awareness and alignment

• Franchise awareness and alignment

• Overall communication

• Internal collection refinements

Over $1.5MM opportunity in year 2!

18

Industry Best Practices: Keys to Success

� Executive Leadership generated buy in and enthusiasm

� Strategic promotion planning linking marketing, communications, operations and training

� Promotion launch strategy

� Promotion tracking and on going communication

� Employee training and incentives

� Communications Strategy

� Loyal Customer Communications

19

September:Dine Out For No Kid Hungry

DineOutForNoKidHungry.org19

20

• National event that rallies thousands of restaurants and millions of consumers to help make sure no child in America experiences hunger.

• No financial commitment, high potential return.

• Participation is flexible and restaurants customize fundraising activity to meet business objectives.

• Engage employees, encourage team building and job satisfaction.

• Turn-key activation, national PR and access to online resource center of promotional materials, media kit, employee training guide, social media guide and more.

• Platform for customer giving programs

Dine Out For No Kid HungrySeptember 16-22, 2012

21

• Food Network celebrity and Chopped judge, Marc Murphy returns as Dine Out For No Kid Hungry spokesperson in 2012!

• Satellite TV and Radio Media Tour scheduled

• Social Media Strategy:• Monday, September 17 – join the twEAT OUT and

thousands of online influencers to drive diners to participating restaurants to make their meal count.

• @nokidhungry• social media tips provided

• Restaurants posted on the Google map

September 2012

22

Dine Out For No Kid Hungry Sponsors

National Sponsors:

Promotional Partners: Advocates:

23

Align With Leading Industry Brands

24

Franchise Engagement Success Stories

Doing Good Is Also Good For Business

DineOutforNoKidHungry.org24

25

Franchise Engagement Successes• California Tortilla

• Created Dine Out 100 Club to support

• Cashiers that raised $100 received a prize, company shout out and a cool Dine Out pin

• Store Challenge

• Awarded a suite for a Washington Capitals hockey game to the store that raised the most money and that had the highest percentage of donations to transactions

• Implemented bounce back coupon and 36 locations doubled dollars raised -$20K

• AmRest Applebee’s Franchise Group• 30 locations incorporated a bounce back coupon and raised $20K

26

• Corner Bakery Cafe• 100% franchise participation for 30 days

• GMs and Franchisee’s helped establish goals

• Created two bounce back coupons to garner customer donations and drive repeat business and incremental sales

• 120 locations raised $267K

• Sizzler• 100% franchise participation

• 2 week promotion raised $23K

Franchise Engagement Successes

27

How It Works

28

Why < insert Restaurant Name> is Participating• The program will help end child hunger in America

• Hunger is an issue that our customers care about

• The Campaign helps drive traffic, sales and visibility during Hunger Awareness Month (September)

• < Insert Restaurant Name > will be part of the national twEAT OUT, Monday, September 17, 2012 driving hungry diners to participating restaurants to make their meal count….Everyone can be part of the twEAT OUT! @NoKidHungry

• Participating <Insert Restaurant Name> locations are on the Google map!

• There is national public relations.

• There are top notch training tools and resources to help.

29

Engaging Franchisees• Provide business case for engagement

• Nearly nine of ten American’s (93% Moms) are supportive of the No Kid Hungry campaign

• Industry business case studies showcase how the Dine Out can drive sales

• Identify, outline and communicate promotion objectives

• Provide internal roll out plan:

• Schedule for employee training, POP kit and communications

• Outline tracking, reporting and donation collections plan

• Share external communications plan:

• Provide tweet guide and Invite to tweet, post and blog Monday, September 17 – twEAT OUT

30

Individual Franchisees are Invited to Participate in theDine Out:

� Register online: DineOutforNoKidHungry.org

� Download and return the excel spreadsheet listing all participating locations

� Determine promotional period: one week, two weeks or the month of September—Hunger Awareness Month

� Identify and plan your restaurant promotion

� Access support materials from the participant resource center

� Meet with operations team to outline employee training and engagement plan

� Promote the event and participate in the national Tweet A Thon, Monday, September 17, 2012

� Questions? Contact Molly Burke: [email protected]

31

Participant Resource Center

POP Materials

Media Outreach Templates

Employee & Customer Communications

Fact Sheets

Case Studies

No Kid Hungry Logos & Logo Guidelines

Video Library

Photo Library

32

Promotion Planning and Roll OutPromotion Details:• Identify promotion dates (one week, two weeks, month of

September

Training Materials:• Post the Dine Out employee training poster in employee

break-rooms / bulletin boards and provide employees with basic talking points about the cause and the promotion

Promotional Materials:• Display in store signage and POP on <DATE>

• Insert message on guest checks on <DATE>

• Message: <Insert promotion details>

33

Promoting Your Participation• Promote:

• Complete and send the scripted press release to the local media

• Participate in the September 17 twEAT OUT that will generate millions of consumer impressions, drive awareness and diners to restaurants.

• Guerilla marketing, promote to local businesses, customers and community

• Window paintings in stores, outdoor signage, indoor signage

• Track and Measure:• Track coupon sales daily and share the results with each restaurant, group

and corporate office.

• Recognize top performers:• via shout outs, contests, rewards, annual conference and in newsletters

• Send top performers to Share Our Strength local fundraiser events and dinners

34

Celebrate Successes and Encourage Competitions to Drive Engagement

• Share successes widely with employees, focusing on the impact you are having at a local and national level.

• Launch a competition among stores or employees, and encourage creativity in designing additional in-store fundraising promotions and/or pledge campaigns.

• Reward top fundraisers with tickets to Share Our Strength Taste of the Nation for senior management and top employees.

35

Steps Toward Participation

35

� Sign up to participate in the Dine Out For No Kid Hungry by <insert date> Contact <insert name> or register on line at: www.dineoutfornokidhungry.org

� Send out the press release to local media outlets three weeks prior to <insert promotion start date>

� Train staff and provide incentives for top performers

� Display POP materials

� Send out loyal customer communications

� Reach out to local community business and schools

� Raise funds and send to <insert corporate office address> or Share Our Strength

36

Childhood hunger in America is a problem big enough to matter, but small enough to solve. We have the power to help make No Kid Hungry a

reality.

Dine Out ForNo Kid HungrySeptember 2012

DineOutForNoKidHungry.org

The Campaign to End Childhood Hunger

Thank You

Contact:

Sheila [email protected] 678.333.7384

Laura [email protected]

franchisees drive sales through philanthropy - no kid … · franchisees drive sales through...

Documents