The Secret to Longevity of Dining-Out Franchises Like Pizza Is 'Social Contribution'

On the 18th of last month, at the 'SPC Summer Vacation Happy Point Delivery Ceremony' held at Paris Baguette Gangnam Seocho Branch, Baek Seung-hoon, Executive Director of SPC Happy Foundation (left), and Park Soo-bong, Head of the Seoul Region 3 Headquarters of the Green Umbrella Children's Foundation, are taking a commemorative photo. Photo by SPC Group

[Asia Economy Reporter Moon Hyewon] In the food and dining industry, which experiences significant fluctuations, long-established companies that have been loved for around 20 years or more share a common trait. Besides their products and services, they focus on social contributions and strive to strengthen their brand image.

According to the food and dining industry on the 15th, SPC Group recently supported children at risk of food insecurity with Happy Point worth 50 million KRW. The 'Happy Point Support Project' is a social contribution activity that provides Happy Points, which can be used like cash at over 7,000 SPC Group affiliated stores nationwide, to children at risk of food insecurity during school vacations without meals. Additionally, since 2012, the group has operated the ‘SPC Happy Scholarship’ system, which supports 50% of tuition fees for part-time university students (200 students, 100 per semester) working at affiliated brand stores every year.

Lunchbox franchise Hansot Dosirak has been selecting a ‘Good Lunchbox’ menu every year at the end of the year since 2018. When customers purchase the selected lunchbox, 100 KRW per lunchbox is donated. Since 2012, Hansot Dosirak has also donated funds and lunchboxes to Hyesimwon, a social welfare foundation and child welfare center.

A representative from Hansot Dosirak stated that they are making multifaceted efforts to create a sustainable life and a better world.

Korea Papa John’s is a premium pizza brand that entered the domestic market starting with the Apgujeong branch in 2003. It is known not only for providing high-quality pizza made with top-grade ingredients but also for its ongoing social contribution activities since its launch in Korea.

For example, from 2006 to 2015, it donated about 200 million KRW annually to support the ‘Hiddink Dream Field Project,’ which established futsal fields for visually impaired youth, contributing to the construction of a total of 12 Dream Fields nationwide. They have also continuously offered set menus that donate a portion of sales for four years. In 2019, they released the ‘Sunny Set,’ in 2020 and last year the ‘Henry & Mina Signature Set,’ and this year the ‘Real Minah Set.’

This year, they continued their activities in line with their social contribution direction. In February, they donated to the National Junior Ski Competition hosted by the Korea Ski Instructors Federation. In April, all proceeds from pizza sales at the ‘Sharing Event’ held at Myeongdong Cathedral were donated to the Catholic Women’s Association of the Seoul Archdiocese to support vulnerable groups including single mothers. In May, they donated pizzas to the ‘2022 Hanmaeum Namsan Walking Competition’ for the visually impaired, in June to the ‘8th Gyeongsangnam-do Intellectual Disability Soccer Tournament,’ and in July to the ‘2022 International Special Music & Art Festival,’ a cultural festival for people with developmental disabilities.

A representative from Korea Papa John’s said, “We have consistently sought ways to practically support marginalized groups including future generations in gratitude for the interest and affection of customers who have cherished Papa John’s pizza for over 20 years. Going forward, Papa John’s pizza will continue to pay special attention to those in welfare blind spots and contribute to establishing a culture of sharing throughout society.”