Students of culinary schools in Texas might do well to take a page out of Whataburger’s book. The popular fast food restaurant is proving its dedication to helping the less fortunate during the holidays through a new partnership with the East Texas Food Bank. According to the Tyler Morning Telegraph, the fast food franchise ran a promotion in November 2014 aimed at driving revenue up for the nonprofit establishment.
While Whataburger is certainly not the only restaurant or professional establishment in the area to do something for a local food bank, the company took a far more direct approach to boosting the institutions revenue than is traditional. Though most partnerships with food banks operate under the pretense of using other businesses as collection site for donations of nonperishable food, this effort was differently orchestrated. According to the Longview News-Journal, the restaurant offered a direct percentage of its revenue from that day to the East Texas Food Bank to use as they please. Specifically, 20 percent of all money raised at several predetermined Whataburger franchise locations between five and eight P.M. on Monday, Nov. 17, 2014 was donated directly to the food bank. The event was publicized and advertised locally in the days leading up to the event, allowing for residents to plan ahead of time to go to Whataburger in order to help the needy.
In an added bonus for philanthropists in the region, this promotion didn’t only benefit the East Texas Food Bank. Multiple news outlets have reported that while the food bank, one of the largest in the state, will use many of the proceeds themselves, they will also be distributing donations to several other area food pantries. Among the recipients will be a depository in neighboring Longview, the Highway 80 Rescue Mission.