Words of Wisdom: Community Involvement

Adam Saxton

Brands: 67 McAlister's Deli locations

Explain the role of community involvement for you and your company:

I believe the success or failure of a business depends on the community's support of that business and you can't ask for support if you aren't also willing to give it. I also believe that for anyone interested in community involvement or philanthropy that the first dollar you give should always be local, start at home before looking elsewhere. There are great needs in every town. Two recent examples: Our McAlister Deli's locations sold pink sugar cookies last October, as part of Cookies for a Cause, with a portion of the proceeds split among 13 local Susan G. Komen affiliates. In 31 days, 63 stores sold 36,105 treats, resulting in a donation of $18,052.50. The project was incredibly successful, highlighting just how powerful cause marketing can be. In December, I helped lead an iniative for first responders and emergency personnel, less than 24 hours after an EF-4 tornado touched down in Rowlett, Texas, approximately a mile from our store. Those involved with disaster relief were encouraged to come in our Rowlett store to rest and were served a free meal. The social response was electrifying and quickly went viral. The opportunity to provide meals for first responders actually helped reestablish and strengthen the relationship we had with the Rowlett community.