The Strategy Behind Profitable Philanthropy

The Huck family, owners of Wings Etc. Grill & Pub locations in Marietta, Belpre, and Caldwell, Ohio, have found a secret to success: generosity. Since 2015, they have funneled more than $140,000 back into their communities by never saying no to a giving opportunity. 

The key is community engagement, explained Kyle Huck, who operates the restaurants with Chad, Missy, and Kristen Huck.

“When the community feels like they are a part of the organization they have more investment. It becomes routine to visit your establishment after every Little League baseball and softball game. That is the chemistry we are after.”

These type of initiatives can be win-win by bringing in regular customers more often and cultivate new patrons. Research shows community support through charity events and local collaboration to be a main driver of  restaurant choice. 

The Hucks try not to simply hand out cash, and instead offer programs such as $5 Wings Nut Buck coupons and Dine-To-Donate events to drive store traffic, while building community engagement. Another effort is Feed the Teams, where they provide a meal for one sports team each year from each area high school and other teams receive 15 percent off their bills. 

The program is built into existing operations and boosts incremental traffic on slower days. For example, on an average Thursday night, a Dine-To-Donate can provide a lift of more than $2,000 in revenue, with almost no expense because promotion is the responsibility of the recipient, he said. The restaurants host approximately 20 to 25 Dine-To-Donate events each year.

“To me, Dine-To-Donate is a no-brainer,” said Kyle Huck. “You could have them every week, and you’re going to see an increase in sales of some sort.” 

Another benefit is that it’s relatively simple for operators to set up these programs, Huck explained.The customer can reach out to the store and the managers will put them in contact with one of the owners that set up the Dine-to-Donates. 

“Then we set up a date, make a flyer and we are ready to go!”

The restaurants also take part in charitable events for The Wings Etc. Foundation, which supports St. Jude Children’s Research Hospital. They host the annual Day of Giving and offer guests an opportunity to round up their tabs. Kyle Huck serves on the foundation’s planning committee.

Franchisees who stay as involved and connected as the Hucks tend to build strong, successful businesses, according to Colton LeTourneau, senior director of marketing for Wings Etc., 

“They’re engaged in every aspect of their restaurants, and I think that’s what makes them not only great franchisees, but great people as well. They’ve built real relationships in the communities they serve, and that’s such an important key to running a successful restaurant.”

The Huck family believes being part of the local community is critical for any restaurant to thrive. 

“You become the thriving center of gatherings. It is very common to see a flood of patrons following a big local sporting event. It is so important to be a part of that community so community members want to come celebrate their achievements with you.”