Restaurant chains step up relief efforts for Alberta floods

 
June 27, 2013

The massive flooding that hit Canada's Alberta province last week is expected to hit that country's GDP growth by as much as 1 full percent on the year, according to some economists. Additionally, the rain hit so fast and hard in the southern part of the province that one scientist says the flooding has changed the Rockies' landscaping forever, and stream remapping is necessary.

Restoration and rebuilding of Southern Alberta will take some time, and a handful of restaurant chains are pitching in to help.

Tim Hortons has announced a multi-level support program that includes national, provincial and grassroots initiatives.

The brand has created a special Alberta Rose donut, with 100 percent of the sales from the $1 baked good going directly to Red Cross flood relief efforts. The Alberta Rose is a vanilla dipped, bloom donut with a Venetian cream center, topped with strawberry bark.

Also, Canadians can text "FLOOD" to 45678 to donate $5 with all proceeds going to the Canadian Red Cross Alberta Floods Fund, the same initiative to which Tim Hortons has also committed to donate $100,000.

"As a company deeply rooted in community partnerships, Tim Hortons is committed to continuing our on-the-ground community and national support efforts, to assist those affected by the floods, as well as those working tirelessly on the front line," said Doug Anthony, vice president of Western Canada at Tim Hortons.

Tim Hortons restaurant owners and the company will continue to support volunteer efforts in flood affected communities by assisting on-the-ground with delivering food and coffee, as well.

McDonald's Canada announced on its Facebook page that it is committed to the recovery efforts and has made a "significant" corporate donation to the Canadian Red Cross.

Additionally, all McDonald's units in Alberta are now accepting donations in support of the relief efforts.

Finally, Boston Pizza has committed $25,000 for flood relief and repair efforts, in partnership with its philanthropic arm, Boston Pizza Foundation.

And on July 3, Alberta Boston Pizza locations will help donate $5 from every medium and large pizza sold that day. The company is accepting incremental donations online, at bostonpizza.com/en/bp-foundation/.

Read more about cause marketing.


Topics: International , Marketing / Branding / Promotion , Social Responsibility


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