Campaign: CAUSE Restaurant Opening
Company: CAUSE Philanthropub
Launch Date: Fall 2012
D.C. residents will soon have access to a self-dubbed “Philanthropub” called, simply: CAUSE. The premise? All profits are donated to one of 3-6 charities designated by the restaurant. According to the CAUSE website, the featured charities will rotate each quarter.
The idea of eating and drinking for a cause are certainly not new, but a restaurant donating all its profits may be. As with all cause-related products, while the novelty of the model may get people in the door, it will be the quality of the CAUSE experience that dictates customer loyalty. The “net profits” concept is a tricky one to market and communicate, particularly in a start-up restaurant where that amount may well be “$0”. A recent study on consumer choice in cause marketing also comes to mind when examining this model – perhaps this restaurant would prove an excellent ‘real life’ extension of this research.