Want to Attract Millennials? Be a Socially Responsible Brand

By Holly Edwards | 3 min read

Did you know that 73% of millennials would prefer to buy from a sustainable brand? At Gather, we make it a priority to give back. From our volunteer days to composting efforts, we know social responsibility is crucial to running a successful business.

Here, we highlight a few restaurants that prioritize social responsibility. Read on to see how these eateries attract new diners (especially millennials) through philanthropic efforts.


Ladybird Grove & Mess Hall

Ladybird Grove & Mess Hall is an Atlanta staple. The Ladybird team regularly partners with The Giving Kitchen, a nonprofit organization that provides financial assistance to restaurant workers. They participate in “Dining with Gratitude,” a four-day long program in which 10 percent of restaurant sales are given to the Giving Kitchen. They also host a potluck dinner that benefits H2SR workers. It’s clear that Ladybird is making sure that their restaurant brand is socially responsible.



Tacolicious is a San Francisco-based Mexican restaurant with five locations in the Bay Area. They’ve made public education a priority since 2012. They created the Tacolicious School Project, which pairs a Tacolicious location with a neighboring public school every month during the school year. They then donate 15 percent of the proceeds they make on Mondays during that month. To date, they’ve given over $1 million back to public education. They also partner with Parents for Public Schools and the San Francisco Education Fund. For this program, they sponsor one child’s $15,000 Maisin Scholar Award, helping students pursue higher education.


Think Food Group

José Andrés is chef and owner of Think Food Group, a 26-location restaurant group with eateries across the country and beyond. He’s also on a mission to make the world a better place. In 2012, he formed World Central Kitchen, a nonprofit that provides solutions to hunger and poverty by using food to empower communities and strengthen economies. In 2015, he won the National Humanities Medal. He was recognized as one of 12 distinguished recipients for his clean cooking technology and inspirational efforts. When Hurricane Maria ravaged Puerto Rico last year, he delivered 3 million free meals to residents who were living without clean water or electricity.


Ford Fry

Chef Ford Fry is an Atlanta-based restaurateur with over 10 restaurants across the South. Fry takes a unique approach to give back to his community. Every year, he hosts an event called Attack of the Killer Tomato Festival. Chefs and mixologists from across Atlanta come together to create tomato-based treats for attendees. Proceeds from the festival benefit Georgia Organics and The Giving Kitchen. In 2015, the festival raised $80,000 for these organizations.



Eataly is a large Italian marketplace in Chicago, New York City, Boston, L.A. and other big cities across the country. It’s comprised of restaurants, food and beverage counters, bakeries, retail shops and a cooking school. The team behind Eataly makes a point to give back to the local community. They donate excess food to City Harvest and the Greater Chicago Food Depository. They also raise money for food banks by selling Negroni drinks during Negroni Week, and partner with the nonprofit Red to raise awareness and funds to eliminate HIV/AIDS in African countries.


SoDel Concepts

This award-winning hospitality group based in Delaware is behind restaurants and venues like Baywood Greens. The group regularly donates to local organizations through SoDel Cares. As the philanthropic arm of SoDel Concepts, Cares was created to positively contribute to the communities that their restaurants serve. They focus on local organizations that assist children, at-risk youth and adults, and the elderly.


Del Frisco’s Restaurant Group

Del Frisco’s Restaurant Group is a national steakhouse restaurant chain. Over the years, they’ve put a big emphasis on social responsibility. During every restaurant opening, they host lunches and dinners and donate the proceeds to charity. In 2017, they donated over $800,000 to the Houston Food Bank to aid in Hurricane Harvey relief efforts. They also host an annual 5K Run & Walk, with proceeds benefiting Texas residents living in poverty.


Now that you know how to attract millennials through philanthropic efforts, see how Gather can help you streamline your private events process.

Holly Edwards
Content Marketing Specialist

Holly Edwards is Gather's Content Marketing Specialist. She crafts blog posts, social media content and thought leadership pieces that help restaurants and other venues streamline their planning process and host successful events.

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