These franchises are supporting their local communities in the sweetest way
In a world where corporate social responsibility is more important than ever, franchises across Canada are stepping up to make a difference in their local communities. Read on to learn more about the franchises that have dedicated themselves to giving back, showcasing how their sweet treats and heartfelt initiatives are spreading joy and making a lasting impact.
Booster Juice
Dale Wishewan speaks of Booster Juice’s early charity contributions like a far-off memory. As the brand grew in relevance through the early 2000s, contributions to their communities were felt through appearances at charity runs. “I’ve tried to foster that from the top down,” Wishewan says. “Whether the store’s in Stratford, Ontario or Quesnel, B.C., that’s what we want them to know, to be involved in your community and giving back is one of the best things we can do.”
It’s a sentiment that’s been easier to prove as Booster Juice has grown into a national brand during Wishewan’s tenure as CEO. Over that time, Booster Juice’s charitable efforts have expanded into supporting service animal programs, like Dogs with Wings, and pediatrics, with heavy involvement in Juvenile Diabetes Research Foundation and Easter Seals Ontario, providing advocacy for children with disabilities. “We’ve always felt it’s unfortunate when kids have an illness,” says Wishewan. “I think, as an adult, if it happens to us, we can navigate it easier. So, we’ve done quite a bit in the way of pediatrics over the years.”
Wishewan says it’s all a part of the bonding between Booster Juice and its communities. “You can’t fake your way in food service for 23 years without customers understanding that there’s a genuine interest in customers and in doing the right things.” For Wishewan, that community takes the form of personal connections with his staff and between them and their customers. He sees it firsthand through the excitement of customers whenever Booster Juice opens locations in smaller markets. Of the benefits, he says “it’s the brand, it’s the product, and it’s a great spot to work for staff. We’ve created jobs for people. That sense of doing this together is what community is.”
Tim Hortons
For 58 years, Tim Hortons has been known as a national coffee and baked goods restaurant brand admired by Canadians from coast to coast.
With 5,000 restaurants across Canada and 14 other countries around the world, the brand has always put community initiatives at the front of its focus.
“Tim Hortons has a longstanding history of supporting and giving back to local communities. It’s part of our brand DNA to show generosity and be inclusive, so there’s a number of initiatives that we support year-round,” says Solange Bernard, senior director of marketing communications.
Perhaps the most familiar to guests is the Smile Cookie, 100 per cent of proceeds from which go to support charities and groups in local communities. The Smile Cookie campaign was started back in 1996 to help raise funds for the Hamilton Children’s Hospital in Ontario.
In 2021, Tim Hortons raised more than $12 million from the Smile Cookie, a new record, which helped support more than 600 local charities across the country.
Camp Day, another annual initiative, has helped offer kids from low-income families the opportunity to go to camp and supports them with year-round programming. Over 30 years, Camp Day has raised more than $225 million in support of Tim Hortons Foundation camps.
It’s really the franchise owners who help support Tim Hortons’ numerous initiatives and get the word out to keep guests rolling through the doors, drive-thrus, and on delivery apps through charitable campaign days. “We couldn’t do any of these initiatives without the support of our owners,” notes Bernard. “They’re amazing, incredible, and believe in giving back to their communities. They’re advocates of all of these programs and it’s proof because we’ve been doing it for so many years.”
Dairy Queen
Every summer, Dairy Queen Canada sets a date when its cool treats are even sweeter—because they come with a way to give back. This year in Canada, August 11 is the day to circle on calendars, when the franchise’s annual Miracle Treat Day means all net proceeds from the purchase of any Blizzard Treat will be donated to local children’s hospitals. As communities embrace a return to normal activities post-pandemic this summer, Miracle Treat Day is a tradition that many are happy to take up again.
“We see almost 100 per cent participation from our franchisees across Canada, which really shows their commitment,” says Candida Ness, Dairy Queen Canada’s vice president of marketing. In 2021, the effort raised $1.8 million for Canadian children’s hospitals. “And even outside of Miracle Treat Day, a lot of our DQ restaurants fundraise all year long. They also go out into the hospitals to deliver Blizzard Treats to kids in the hospitals.”
Dairy Queen Canada’s franchisees’ impressive fundraising numbers extend across years—and across the country. In 2020, Sherry and Joe Schaap won the DQ Miracle Maker Award for raising over $37,800 in support of SickKids Hospital in Toronto, and multi-unit Edmonton owners Marc Cardinal and Scott Fylyshtan raised over $85,000 in support of Stollery Children’s Hospital. “Every year, we try to hit a new fundraising goal,” says Ness. “We actually have four franchise owners in Canada who have raised over $1 million each, which is remarkable.”
Ness says that partnering with local children’s hospitals is a great fit with the community-based brand. “DQ restaurants are places where people gather with their friends and family, so there’s a really nice synergy. It just makes perfect sense for us to be connected to local children’s hospitals.”